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The State of MarTech Report

There has never been a more exciting time to work in marketing and technology. The world was already digitising rapidly, but the pandemic has accelerated this digital transformation. Companies that have been forced to adapt to evolving customer behaviours to survive now have an opportunity to thrive.

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The State of MarTech Report

There has never been a more exciting time to work in marketing and technology. The world was already digitising rapidly, but the pandemic has accelerated this digital transformation. Companies that have been forced to adapt to evolving customer behaviours to survive now have an opportunity to thrive.

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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

February 2023

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WHERE

Online

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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 Evolution of Sales Enablement
  • The Sales Enablement Ecosystem
  • Sales Enablement and Sales Operations
  • Introducing the LXA Sales Enablement Framework and Maturity Model
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.

  • Know Your Buyers
  • Understanding Sales Methodology 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
3

Module 3: Process – Content, Messaging & Operations

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 & Messaging
  • Campaign Operations and Governance
  • Data, Analytics and Metrics
4

Module 4: Platforms - Technology & Tools

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.  

  • Stack Management & Design
  • The Essential Tools in Sales Enablement
  • 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.

  • Building Your Sales Training Program
  • B2B Sales Training Techniques
  • The Sales Training Audit
  • Recruitment and Onboarding
  • Remote Learning and Tech
  • Sales Enablement Teams and Leadership
6

Module 6: Pioneer – 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: Metrics and Analytics

Tracking and measuring is how you improve the performance of your sales enablement program. But what do you measure? While traditional sales metrics will be key, delving deeper into sales rep effectiveness, lead conversion, and win ratios will also be important. In this module, we look at some of the metrics used to measure the effectiveness of each of the sales enablement pillars. 

  • Metrics and Measuring Results
  • Building a Sales Enablement Dashboard
7

Module 8: 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’.

  • Course Summary
  • Continuing your Sales Enablement Learning
  • Uploading your sales enablement project

 

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.

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Course

LXA MBA Membership

Extend your learning beyond a single course with membership options offering access to 6 comprehensive mini-MBAs every 2 months. Additionally, you’ll have access to monthly events, and fresh resources published weekly. No hidden fees, just all you can learn membership package.

Premium

Access to one course for you

£1450
per course
SINGLE COURSE ACCESS
Online events
Alumni Digital Community Space
In-person events
Half-yearly briefing sessions

Gold

Unlimited course access for you

£250
per month
UNLIMITED COURSE ACCESS
Online events
Alumni Digital Community Space
In-person events
Half-yearly briefing sessions

Platinum

Unlimited course access for you & your team

Get in touch
custom packages available
UNLIMITED COURSE ACCESS
Online events
Alumni Digital Community Space
In-person events
Half-yearly briefing sessions
Product
Unit Price (ex VAT)
Qty
Value
6 LXA MBA Courses to pick from – Join 3 cohorts per annum
£1,450.00
3
£4,350.00
AntiConLX Global Event / In-person Campus Pass
£550.00
2
£1,100.00
50+ premium guides and reports per annu
£1,980.00
1
£1,980.00
6 month briefing sessions
£500.00
2
£1,000.00
Lifetime digital campus access – private community space
£1,000.00
1
£1,000.00
Annual private event access
£1,000.00
1
£1,000.00
Total
£10,430.00
£2,995.00
Save 71%

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