In the competitive landscape of B2B sales, organizations are constantly seeking ways to improve their sales training to drive better results. One highly effective approach we’re seeing gain traction among our clients is the establishment of field advisory boards.
A field advisory board is a structured and collaborative sales enablement forum. Each board brings together a select group of experts from various roles within the organization to gain new insights, share experiences, and provide critical guidance to enhance long-term enablement planning around sales training.
In this article, I share how field advisory boards are used and six ways to leverage them to increase the impact of sales enablement.
There are four key reasons to form a field advisory board as part of your sales enablement strategy.
Field advisory boards allow sales enablement professionals to tap into the expertise across the sales organization. For example, top-performing sellers, sales managers, early adopters, and executive sponsors may be a part of the board. By leveraging these insights, organizations can uncover new strategies and tactics to drive results and enhance sales training impact. According to one study, high-performing organizations are up to 5.5x more likely to engage in such purposeful collaborative initiatives.
The diverse composition of a field advisory board helps to surface new ways to apply and reinforce sales training. For example, sellers or sales managers can share their field experiences, highlighting how they apply acquired skills and knowledge differently to achieve success. These real-world stories provide valuable context and inspiration for others, helping them understand the practical applications of training and promoting wider adoption.
Field advisory boards provide a unique opportunity to test strategic thinking by engaging with specialists who represent various roles and perspectives within the organization. These specialists possess deep domain knowledge and can provide critical feedback, as well as having the potential for elevating their own performance.
As collaborative working groups, field advisory boards provide an ongoing platform for long-term enablement planning around sales training. Additionally, they foster connections and collaboration among members, facilitating the exchange of best practices and enabling a culture of continuous improvement.
We typically recommend a field advisory board meet monthly for approximately 60 minutes. This regular cadence ensures ongoing collaboration and knowledge sharing among members.
Here’s an example of sample agenda items to help drive productive discussions:
When an organization commits to a field advisory board, it can yield several positive outcomes that drive sales enablement success.
Members of the advisory group serve as ambassadors, effectively communicating the benefits and practical applications of training to the wider sales force. Their insights and success stories inspire others, increasing the overall adoption and integration of new skills throughout the organization.
Field advisory board discussions on training tools and checklists lead to customization and wider adoption among sales professionals. This ensures that tools align with specific sales scenarios and provide maximum value in driving results.
Field advisory boards provide a platform for identifying and addressing obstacles faced by sales teams in the field. By sharing challenges and collectively brainstorming solutions, group members can develop strategies to overcome common hurdles, improving overall sales performance.
Through field advisory board discussions, coaching roadmaps can be developed to target identified skill areas. These roadmaps outline specific coaching interventions and resources needed to support sales professionals in honing their skills and achieving sustainable results.
Field advisory boards enable the development of metrics strategies that align with sales training objectives. By evaluating key performance indicators and measuring the impact of training initiatives, organizations can continuously refine their enablement planning and drive long-term success.
To be effective, sales training needs to go beyond one-off training sessions. You need to provide ongoing support to continuously build sales team capabilities and achieve long-term results.
A field advisory board provides a structured and collaborative approach to maximize the impact of sales training efforts. By bringing together a diverse group of experts, these forums deliver valuable insights, support skills adoption, and drive sustainable results.
The outputs of field advisory boards, such as customized tools, coaching roadmaps, and improved metrics strategies, contribute to the overall success of sales enablement efforts. Embracing this approach can transform sales organizations into agile and high-performing entities that continuously adapt and thrive in today's competitive landscape.