[Video] Sales Enablement Master Class with Lawrence Cole, Global Director and Sales Leader at Google
“I actually believe that sales enablement speaks to how you power a sales force at scale. What are all of the things that help these people do their job, do it well, and meet the company’s goals? How are you training them? How are you incentivising them? What is the culture? What are they accountable to? What are the metrics that matter?”
On November 22nd, Nerdwise hosted a fireside chat with Lawrence Cole, Global Director & Sales Leader at Google for a conversation on all things sales enablement.
Lawrence shared his knowledge, learnings, tips and best practices from his accomplished life and career on sales, leadership and more.
Watch the highlights below for some top takeaways from our conversation with Lawrence or the full video on our YouTube channel.
Here’s some of what you’ll learn from our conversation:
Instilling accountability in sales
How to build trust and credibility
How to power a sales force at scale
What metrics matter in sales enablement
How diversity, equity and inclusion fit into sales enablement
Where and how strategy, prioritization and alignment need fit into your program
A huge thanks to Lawrence Cole for sharing all of his best practices and knowledge! And special thanks to Jessica Magoch, Sales Enablement Specialist at TeamSnap for moderating this wonderful discussion.
More on Lawrence
Lawrence has been with Google for 6+ years, moving from a Senior Manager to a Global Director. During his time at Google, he has led a team that turned around the lowest-performing mid-market ads business in the Americas and took it to #1 in ~12 months. He has also revamped GTM strategy and increased employee net promoter score by +37ppt during the first 6 months. Today, he optimizes sales strategy, effectiveness and performance and is working to accelerate the growth of Google's Ads business.
While at Google, Lawrence has been a sought after global thought leader having written several industry white papers on lead generation, customer development, measurement and analytics. He has also spoken on numerous panels and at conferences on the subjects of customer development, digital marketing strategy and diversity and inclusion.
Outside of Google, Lawrence gives his time to several non profit organizations that bridge access gaps for underprivileged communities into tech. He is a member of the Board of Directors for AnnieCannons, an organization that educates former victims of human trafficking with marketable software engineering skills. He is also a Board Advisor for the Aviation Community Foundation, an organization that leverages interest in the field of aviation to expose youth to STEM and STEM-related career fields.
https://lawrencelcole.com/
https://www.linkedin.com/in/lawrencecole/
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