Building Industry Expertise in Sales Teams
In today’s competitive market, companies are discovering that a deep understanding of the industries they serve is no longer just a “nice-to-have” but a critical component of successful selling. Industry verticalization is rapidly gaining traction, with buyers seeking partners who genuinely understand their challenges and needs.
At Highspot Spark '24, thought leaders from BCG, NTT, and Workday offered their own insights on why industry knowledge is critical for verticalized revenue teams and how enablement leaders can build, scale, promote and measure an effective industry learning program that drives growth.
Session Highlights
No time to watch? No problem!
Here are our 8 critical takeaways for enablement leaders looking to support industry-aligned revenue teams:
1. Why Industry Expertise Matters to Buyers
Research from BCG shows that 76% of buyers want sales teams who “get” their industry. It’s more than pitching a product; it’s about connecting with clients on what really matters to them. BCG highlighted how industry learning builds trust and credibility, turning salespeople into genuine advisors who understand the nuances of their clients’ world. And this credibility translates into growth with sellers reporting 20% improvement in win rates as well as a 20% boost in cross-sell and retention.
2. Making Industry Learning Scalable for Large Sales Teams
Getting distributed teams “industry-ready” is no small feat. NTT shared their phased, modular approach that makes learning accessible and relevant for everyone, no matter their role or location. Their goal? A scalable system that empowers every team member to become an industry pro, anytime, anywhere.
3. Inside Workday’s High-Impact Learning Program
Workday talked about their big “a-ha!” moment: sales teams loved the program even more than expected. By aligning training with real sales goals and challenges, Workday made industry learning essential rather than “extra.” Their lesson? Make learning feel valuable, and people will show up.
4. How BCG Approaches Industry Expertise for Consultants
Verticalization isn’t new to BCG; it’s a core part of their strategy. They shared how consultants dive deep into client industries to stay relevant, offering lessons for tech firms aiming to strengthen customer connections. For BCG, industry know-how isn’t just training; it’s a competitive edge.
5. Customizing Industry Learning for a Diverse Team
NTT has a mixed team of newbies and veterans, so they know one-size-fits-all won’t work. They start by identifying each group’s unique needs, ensuring content stays relevant and practical. The result? A learning experience that feels personal and keeps everyone engaged.
6. Prioritizing Continuous Review and Improvement
Our panel agreed: a successful program isn’t “set it and forget it.” Instead, it’s about staying agile, creating feedback loops, and keeping training aligned with changing sales goals. Showing clear connections between learning and sales results helps drive adoption and excitement, while continuous measurement helps to prove and improve the value of industry learning.
7. Engaging Sales Teams in Industry Learning at Workday
One of the biggest hurdles is getting salespeople to prioritize learning. Workday found success by tying industry training directly to sales wins, creating quick, tangible benefits. They encouraged engagement with fun feedback points and shout-outs, making learning part of the team culture.
8. Measuring Success in Industry Learning
NTT and Workday shared their two-pronged approach: surveys for the “feels” and performance data for the “facts.” By combining real feedback and metrics, they can fine-tune their programs on the fly, proving their programs are moving the needle on real sales outcomes.
Frequently Asked Questions
