Ep39 Santucci on TRIAL re: the Definition of Sales Enablement with John Thackston

Welcome to the Inside Sales Enablement Podcast, Episode 39In this episode, the definition goes on trial and so does Scott Santucci. Scott gets temporarily removed from the co-host seat by John Thackston, VP of SOAR performance group.Perhaps no case in Sales Enablement history deserves the oft-used description "Trial of the Century" more than the case of Scott Santucci's Definition of Sales Enablement vs. the People.In this podcast, the prosecutor's arguments are presented in a trial fashion. The defendant is Scott Santucci and he's waived his right to an attorney.More than 10 years ago, the definition of Sales Enablement has existed in the market. The definition has created unprecedented international scrutiny and media attention, captivating the sales enablement profession. In one camp, the best definition = "whoever has the most organic search hits." On the side, the best definition is "created by VP's of Sales and CMOs and executives over the course of 2 working sessions as agreed upon by a team of practitioners."You're the juror. You decide.By the way, the first definition of Sales Enablement was written by Scott Santucci and published by Forrester in 2010.That Definition:Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system.Since that time, he's received a lot of feedback on this definition, and many many many other definitions have sought to take it's place.Join us at https://www.OrchestrateSales.com/podcast/ to collaborate with peers, join Insider Nation, participate in the conversation and be part of the continued elevation of the profession.EPISODE TRANSCRIPT:Intro 00:02  Welcome to the inside sales enablement podcast. Where has the profession been? Where is it now? And where is it heading? What does it mean to you, your company, other functions? The market? Find out here. Join the founding father of the sales enablement profession. Scott Santucci and Trailblazer Brian Lambert, as they take you behind the scenes of the birth of an industry, the inside sales enablement podcast starts now.Brian Lambert 00:34  I'm Brian Lambert.John Paxton 00:35  I'm Jackson and we are the sales enablement insiders. Our podcast is for sales enablement, leaders looking to elevate their function, expand their sphere of influence, and increase the span of control within their companies.Brian Lambert 00:49  Thanks, john. And for those of you longtime listeners, you heard that right. That was john Paxton and not Scott Santucci. Actually Scott's on this podcast with us. But, john, are you ready to do this? So you ready to go, man?John Paxton 01:04  I am. I am. Absolutely. I'm absolutely ready to Yeah,Brian Lambert 01:07  yeah. Scotty excited.Scott Santucci 01:12  You know, I love being surprised, but not really sure what's going on here?John Paxton 01:17  Well, you know, it's, it's pretty funny Scott. Bryan actually reached out to me earlier in the week. And he said, You know, I am really, really just kind of tired of hearing about how Scott defines sales enablement, and there's so much debate about it. And it's really just time to put, you know, Scott's original work, sales enablement defined, it's time to put it on trial. And he said, john, I want you to come on the show we're going to do today, Scott is put you on the spot, you really wrote the original...