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ATD Blog

Nuts and Bolts of the Sales Enablement Certificate

Monday, February 5, 2018

How do you create an environment that enables the sales force to successfully meet its targets and goals? That’s the core question the new Sales Enablement Certificate answers. I recently spoke with Reza Sisakhti, who facilitates this case-based, two-day workshop.

Reza is managing director of Productivity Dynamics, a research and consulting firm dedicated to helping clients achieve significant business results through people. For more than two decades, he has been creating sales competency models and measuring the business impact of sales training programs for major corporations. What’s more, he helped develop the cutting-edge ATD World-Class Sales Competency Model (WCSCM), which is at the core of the certificate program.

According to Reza, this program is designed for two distinct audiences. First, the content will help support sales professionals who don’t have a background in learning and development. These are your sales experts who need to learn “how to build high-impact sales talent development solutions,” he says. The second audience is people experienced in building training but “need to understand the dynamics of sales.” In essence, the program is trying to bridge two groups of experts.

Next, I asked Reza to discuss some of the core elements of the program. For starters, he says that “the backbone of this program is the systemic design of learning solutions.” He explains that information is layered with insights from the Sales Competency Model, which covers competencies and skills for all roles in the sales ecosystem. Finally, years of data about what works in sales enablement is weaved in. This core knowledge sets you up for what’s next—building a toolkit to recruit, coach, manage, and train a team of highly effective sales professionals.


What’s more, because the focus is on sales, the program begins and ends with a focus on understanding and fulfilling business requirements. For instance, attendees will customize a sales assessment tool that they can use on the job to identify competency gaps at individual and group levels in their own organizations. Reza notes that learning and enablement solutions need to be conducive to the specific environment and pressures facing sales professionals.

Listen to the podcast to learn details of what is covered during the two-day Sales Enablement Certificate program.

About the Author

Roxy Torres is a former senior manager at ATD, where she ran the FIRE, sales enablement, and government content areas. For the Sales Enablement Community, Roxy spearheaded the 2015 update of the ATD World-Class Sales Competency Model. Prior to joining ATD, Roxy held various roles in business development and sales enablement at CEB (now Gartner).

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