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The Martech Report 22/23

Martech is more important than ever, and despite a more challenging economic situation in 2022, martech budgets are continuing to grow. The global market for Martech and Salestech is estimated to be worth $508.9bn.

As our latest State of Martech report finds organisations face a number of challenges around marketing technology. The biggest one is finding the skills and talent needed to drive martech initiatives.

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LXA MBA: Sales Enablement, Operations & SalesTech Essentials

There’s no escaping the fact that organisations driven by an advanced sales enablement ecosystem are exceeding revenue targets. At the core of this course, you'll have a custom sales enablement curriculum that will equip you with the strategic framework needed to introduce or enhance your own sales enablement effort.

We've designed the course to develop your valuable strategic and tactical thinking across content, training and sales and marketing alignment. And define the tech stack enhancements that drive scale and efficiency.

Based on our unique 5Ps of Sales Enablement framework, you'll get a holistic overview of the who, what, why and how of sales enablement, sales operations and salestech so you can advance your sales enablement ecosystem and drive revenue growth with confidence. 

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WHAT

LXA MBA

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WHEN

March 2023

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WHERE

Online

Download the brochure

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Giving you the tools to build your skills in marketing, sales, and tech

LXA MBAs are mini-MBA programmes designed for busy, ambitious marketing, sales and tech professionals

Build the skills you need
to stay ahead.

Maintain cutting-edge knowledge to future-proof your career and boost your earning potential.

Build the skills you need
to stand out.

Gain recognition and reward with CPD points, a LinkedIn digital badge, and certification.

Build the skills you need
to make a difference.

Impact and drive performance within your business in a meaningful way.

Build the skills you need
to connect.

Grow your network of professional connections that can last a career and beyond.

Build the skills you need
for less.

Gain the skills you need in less time and with a lesser investment compared to a business school.

Sales Enablement, Operations & SalesTech Essentials

6-week course curriculum

1

Module 1: The Evolution of Sales Enablement

Welcome to the Essentials of Sales Enablement course – the first steps towards a world-class sales function. We kick off the course by defining the sales enablement concept and exploring the growth of the function over recent years.

  • Definition of Sales Enablement
  • The History & Evolution of Sales Enablement
  • The Sales Enablement Ecosystem
  • Sales Enablement versus Sales Operations
2

Module 2: Planning – Strategy, Markets, Customers And Competitors

One size does not fit all. Where one organisation sits on its sales enablement journey will differ greatly from another. Much of that is driven by your organisation, your clients, and the competitors in your sector. Only by having a deep understanding of your clients and their buying behaviours can you start to develop a best-in-class sales enablement strategy. This module looks at best practice in identifying your ideal customers and the key stages that take them through the buying process – setting the foundations for outstanding sales enablement.

  • Understanding Your Customer
  • Understanding Sales Methodologies and the Sales Process
  • Developing your Ideal Customer Profile and Buyer Personas
  • Customer Buyer Journeys
  • Aligning your B2B Sales Process to the Buyer’s Journey
  • Competitor Analysis
  • Sales Enablement Maturity & Goal Alignment
  • Marrying Maturity to Goals, Initiatives and Measurability
3

Module 3: Process – Content, Messaging, Operations & Data

Now that you have a complete understanding of your customers, their buying journeys and your own sales process, we can start to introduce buyer-centric messaging and content. It’s all about delivering the right content, at the right time, in the right format.  

  • Content Strategy
  • Content for the Buyer Journey
  • Social Selling
  • Demand Generation, Coverage and Conversion
  • Campaign Operations and Governance
  • Data & Analytics
  • Sales Enablement Metrics & Measurability
  • Building Sales Enablement Reporting and Dashboards
4

Module 4: Platforms, Apps & Ecosystems

SalesTech or a Sales Enablement technology stack is a surefire way to optimise sales performance. The right SalesTech stack will save you valuable resources and improve performance at every stage of the buyer journey and achieve your goals. The right tech stack is the difference between average-performing teams and exceptionally-performing teams. If you don’t have a strong technical capability, you’re putting your sales enablement at a distinct disadvantage. This module explores both the technology available today and best-practice in stack integration.  

  • The Essential Tools in Sales Enablement
  • Sales Stack Gap Analysis
  • Sales Stack Design and Development
  • Select Tech the Right Way
  • System Stability & Performance
5

Module 5: People – Talent, Teams, Training & Coaching

Often considered the original pillar of sales enablement, training and coaching remains key to the sales enablement ecosystem. A talent strategy provides a holistic set of processes and practices that covers the entire lifecycle of a salesperson, from recruitment through exit. In this module, we explore how

coordinating hiring, assessment, training and coaching in a single, comprehensive strategy can ensure you have the right people in the right jobs, achieving amazing results.

  • Sales Enablement Roles, Responsibilities and Leadership
  • Building Powerful Sales Teams
  • Building Your Sales Training Program
  • B2B Sales Training Techniques
  • The Sales Training Audit
  • Recruitment and Onboarding
6

Module 6: Pioneer & Pilot – Future Proof Your Sales Enablement

Our Pioneering module is all about looking to the future. And no matter what industry you’re in, the future is very much digital. In an increasingly digital world, the ability to conduct business virtually is a necessity - across your organisations and individual functions. Sales enablement is no exception.

  • Sales Enablement in a Digital World
  • The Future of Sales Enablement
7

Module 7: The Essentials of Sales Enablement Wrap-Up

We’ve come to the end of the course, but your sales enablement journey doesn’t end here. With customer behaviours changing, competitors entering your space, and continuous digital innovation, you need to keep pace with change. This module provides a summary of the course, but also provides suggestions on how you can ‘keep upgrading’.

  • Sales Enablement in a Digital World
  • The Future of Sales Enablement
  • Uploading your sales enablement project
  • Continuing your Sales Enablement Learning
  • Sales Hacks and Social Selling

Course Format

Where EdTech meets SalesTech

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Course Instructor: Carlos Doughty

  • Named 2020 Marketing Technology Business Leader of the Year (UK)
  • Host of the weekly martech news video series
  • Marketing & tech book club podcast host - Interviewing the world's most famous marketers and entrepreneurs including Gary Vee,  and Seth Godin.
  • Researcher of UK & APAC marketing technology supergraphics.
  • Former chief marketing technology consultant to some of the world's largest law firms, agencies, manufacturing, financial services and media companies, as well as tech scale ups.
  • Founder of LXA (formerly MarTech Alliance) from his front room.
  • Regular featured presenter. Has delivered a series of leading marketing & tech events across Madrid, Helsinki, Delhi to London

Example Timetable

LXA MBA Example Timetable

Who should enrol?

Care about B2B Sales? Looking for ways to develop a more productive and efficient sales team that can deliver better results? Sales enablement is big business and we've got the course to help you up your game.

All Courses

Check out every LXA MBA and workshop

LXA MBA: Essentials of Marketing Operations

20th Feb 2023 | This course is packed with everything from marketing ops organisation fit to campaign ops, to tech and project management - and everything in-between.

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LXA MBA: Essentials of Marketing Technology

20th Feb 2023 | This course covers the A-Z of auditing and developing your marketing technology strategy.

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LXA MBA: Essentials of Sales Enablement

20th Feb 2023 | This course will equip you with the strategic framework needed to introduce or enhance your own sales enablement effort, so you can drive revenue growth with confidence.

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Workshop: Marketing Operations Mechanics

20th Feb 2023 | This course will teach you how to accelerate marketing operations performance through no-code programming and the creative deployment of martech to build new tools and automate..

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LXA MBA: Essentials of Account Based Growth

Coming in 2023 | This course combines the key models of Account Based Marketing, Account Based Sales and Account Based Experience to help you drive long term growth and retention.

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LXA MBA: Essentials of Growth Hacking

Coming in 2023 | This course will teach you the technical marketing, behavioural psychology and experimentation skills that underpin the cutting-edge field of growth hacking.

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LXA Membership

Extend your learning beyond a single course with membership options offering access to ALL comprehensive mini-MBAs  across the year. Additionally, you’ll have access to workshops, monthly events, and fresh resources published weekly. No hidden fees, just all you can learn membership package.

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Access to one course for you

£1450 / $1695
per course, per person
SINGLE COURSE ACCESS
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In-person events
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Unlimited course access for you & your team

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