Our main takeaways are what we consider available for immediate action. There are plenty of additional insightful takeaways that can benefit Kaplan with time and resources.

1. In order to survive and thrive, WE MUST PRIORITIZE CHANGE

   1. Continue to define and share the path forward so we do not revert to the norm

   2. Charge everyone (Sales, Marketing, Customer Service, Leaders, and more) to USE new strategies and tools (train, practice, reflect)

   3. Hold everyone Accountable and ensure there is support to help everyone adapt and grow

   4. Change what it means to be “Busy” Vs. “Productive”

   5. Make time available for reflection of change to see the effect it has. Continued conversation of the good, bad, and everything else.

2. Break down Silos from all teams (Sales, marketing, Customer Service and More)

   1. Open communication & collaboration where all teams are in the same “room” (Ex. Marketing in Sales Training, Sales in Marketing Strategy sessions)

   2. Transparency and alignment to embrace TAYA/HubSpot integration as a company.

   3. Recognizing Wins & Collaboration. If we only focus on the negative we do not reinforce what the team is doing well. 

   4. Every Role must prioritize the buyer

   5. Shared consistent messaging to buyers from all parts of their journey.

   6. Align Team Goals of where we are at to have clear progress on the same objectives.
      

3. Accountability & Coaching - (Train the Trainers)

   1. Regional Sales Managers need to be given the time without affecting their sales to lead their teams and share their expertise by:

      1. Staying connected and engaged

      2. Coaching and driving results

      3. Setting expectations utilizing HubSpot Data supported by Sales Enablement.

      4. Role Playing

      5. Drive growth in Sales team and Revenue

      6. Provide opportunities for regional collaboration to learn and support each other.

   2. Managers have to be involved and held accountable to the process

Big three

1. What’s our why, how do we solve problems before providing solutions.

2. Walls between sales and marketing

3. Train the trainers - Give the sales managers time 

Key Ideas to Explore:

1. Sales Support for Regional Managers 

   • Support for them is support for their team is support for their region

   • Challenge to watch sales calls, since much is in person with our current reps, while sales support can have more engaged calls. 

2. Training

   • Sales Training isn’t just for salespeople

   • Sales training is communication training

   • Sales training is growth training 

   • Sales training is for EVERYONE!

     • Marketing in assignment selling classes

3. Social media templates for the sales team, that they can view/ modify

   • Meet me at the conference!

   • Truck delivery 

4. Recognizing Wins & Collaboration

   1. If we don’t recognize wins, we forget about them

      • Celebrate team efforts

      • Share success stories

      • Reward collaborative initiatives.

5. Don’t have to get more leads- but have educate people better

   1. Talking about the stuff the clients care about leads to results for sales

TAYA Positions that is the core aligned team

✍️ Call Recording, Reviewing, and Roleplaying

Transition from listening to respond to listening to understand

• Benefits of call recording

  • Gain first hand insights

  • Understand pain points

  • Refine strategies

• Benefits of Call reviews

  • Leaders gain insights

  • Content creators find inspiration

  • Sales People refine techniques

  • Service refines techniques and is prepared to deliver.

• Why we don’t do this

  • Feel like we’re micro-managing our people. 

  • Assume out buyers/customers won’t let us record

    • By default, in today’s Zoom-Centric society, we always approve a recording anytime we jump in a call. Its second-hand nature for most people at this stage.

✍️ Content Intro Framework - How to start video or content

(Recommended by Marcus)

1. Overview Question - Do you think X is worth it?

2. Overview Question - Do you think its a good value?

3. Promise- Value of the article - at Kaplan this is how we handle this, we will help explain this with our expertise. 

4. What you will get out of it - Preview - In this article, what we are going to explain is the pros and cons, honest and by the end you’ll have a clear stance on why this is good for you. 

\uD83D\uDCD8 Takeaways for Sales

1. Do not practice on your customers - practice on yourselves!

2. Assignment selling utilizing this language in outreach - “Can you make a promise you will read this before our next conversation?”

3. Expand use of Local Rep Pages for Regional/Localized content.

4. Can we automate messaging for Sales to get a notification when a new article is published and then added to the spreadsheet through a form/workflow? (Ben Objective)

5. Recording Calls & Call Review

\uD83D\uDCCB Takeaways for Marketing

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1. Before we write - Who are we talking to? What are we writing for?

2. The Big 5 - Problems should really be considered Fears.

   1. In some cases, address who things are not right for, so the content is showing why something may be the right fit for their needs.

3. Short Form Video (under 2 minutes) is an opportunity to utilize more frequently.

4. Content should be intentional and by publishing the content, we are removing barriers so the buyer can access all we have to offer. 

5. Marketing goal example - how many appointments per rep per week.

How to work on a new opportunity

1. Problem or opportunity

• Explain why its important and how it aligns with the company’s goals

1. Hypothesis

   • State your hypothesis and

2. Success Metrics

   • How do we measure success

3. Experiment Plan

   • Detail your plan for the experiment with AI or plan, the duration and the data to collect. 

4. Budget

5. Potential Impact

   • Detailed budget for the experiment with AI tool and resources need

6. Feasibility and Scalability

   • Potential to scale this out

7. Innovation

   • How does the experiment explore new ways to support innovation