Field Enablement for Companies
Overview
A Brave New World:
Market-Skill Alignment Evolution
The B2B software sales environment has undergone a fundamental shift. Buyers are more informed, internal consensus is harder to build, yet we still have to drive high growth rates. For sales leaders, this translates into increased pressure on productivity, deal quality, and onboarding velocity.
In response, reps on the frontline are bombarded with playbooks, content, and tools—yet lack the structured time, support, and feedback to sharpen their execution. Traditional training programs often miss the mark because they focus on knowledge transfer, not experiential development and critical thinking.
In a world where execution at scale is the differentiator, organizations require development programs that are embedded, relevant, and critical skill oriented.
Sales Challenges: By the Numbers
Sales Challenges: By the numbers
01
“The average B2B deal now involves 6.8 stakeholders and takes 22% longer to close than five years ago.”
— Gartner
02
“The average B2B buying group involves between 6 and 10 decision makers.”
— Gartner, B2B Buying Journey Survey
03
“77% of B2B buyers describe their last purchase as complex or difficult.”
— Gartner, Future of Sales Research
04
“Sales reps now have just 5% of a customer’s time during the buying journey.”
— Gartner, The New B2B Buyer Journey
05
“Only 23% of buyers say the sellers they meet understand their business and can clearly articulate how to help.”
- Forrester, Sales Enablement Research
Our Solution
Our Solution
S2A Coaching meets this moment with a modern approach that drives results through contextual, experiential learning—directly tied to real pipeline and active selling motions.
In the world of high velocity B2B sales, the ability to continuously learn, adapt, and apply new strategies is a core differentiator of top performers. Yet, many traditional training programs fall short—not because the content is bad, but because traditional learning models are misaligned with how adults absorb, retain, and operationalize new skills in the field. At S2A Coaching, our experiential approach is grounded in modern learning science and proven retention frameworks, ensuring every interaction is not just educational—but transformational.
Learning Trends in Modern Sales Organizations
Learning trends that shape today’s sales enablement strategies
Based on research by Gartner, ATD, and McKinsey
01
Microlearning over Monolithic Training
Sellers absorb and retain more when learning is delivered in small, purposeful blocks embedded within their workflow—not in disconnected, multi-day offsites.
02
Experience First, Then Theory
High performers want to learn by doing. They want content that mirrors real-world situations, rather than theoretical lectures divorced from daily reality.
03
Peer Learning & Social Reinforcement
Collaborative, peer-based environments enhance engagement, surface diverse approaches, and deepen reflection—especially in complex selling motions.
04
Ongoing Reinforcement, Not One-and-Done
Single exposure to a new skill is rarely sufficient. Retention requires repetition, contextual application, and timely feedback loops.
Key Teaching Principles
Key teaching principles that we embodied in our approach:
01
Imitation Precedes Innovation
A foundational principle in cognitive science: before learners can adapt or create, they must first model. This is especially true in sales, where reps benefit from observing and practicing well-structured talk tracks, discovery approaches, objection handling, and negotiation frameworks before they can make them their own. Our small group environments provide this modeling and reinforcement in real time.
02
Contextual Practice Drives Competency
Learning is most effective when it's anchored in the learner’s current environment. That’s why every S2A session is rooted in live pipeline and real customer scenarios, enabling participants to work through deals with structured coaching and peer feedback.
03
Psychological Safety Unlocks Participation
Small cohorts of 4–8 reps build a sense of trust that larger formats can’t replicate. When reps feel safe to share gaps, test new language, or seek feedback without judgment, learning accelerates.
04
Reflection Consolidates Learning
Our sessions include structured reflection prompts and team debriefs—because articulation and retrospection are critical to long-term behavioral change.
The Learning Pyramid
The Learning Pyramid: Retention by Teaching Method
According to widely adopted models such as the Learning Pyramid (National Training Laboratories), the retention rate of information varies drastically by method…
At S2A, we design every engagement to operate at the top of this pyramid. Reps practice live, discuss as a team, and coach one another—transforming passive learning into active mastery.
This isn’t theory for theory’s sake. These principles drive real-world outcomes:
Reps leave each session with improved talk tracks they can use the same day.
Pipeline movement increases as deals are coached live.
Teams become tighter, more aligned, and more confident—fueling both execution and culture.
By honoring the way adults actually learn—through doing, discussing, reflecting, and reinforcing—S2A Coaching accelerates capability development in a way that sticks. And in sales, retention isn’t just about memory—it’s about movement: moving deals forward, moving reps up the curve, and moving the business toward its goals.
Three Core Guiding Principles
S2A program engagements are designed around three core guiding principles:
01
Field-First Design
Content is built from the ground up to reflect real sales motions, language, and customer dynamics. We prioritize what sellers need to know to win, not generic sales theory.
02
Modular & Adaptive
Programs are structured to evolve with the business—whether it's shifting ICPs, pricing models, competitive landscapes, or leadership priorities. Modules can be delivered sequentially or in stand-alone formats.
03
Measurable & Action-Oriented
Success is defined by skill adoption and field confidence. We track participation, skill progression, and tie outcomes to key business metrics.
I. Small Group Coaching Cohorts (S2A Core)
Small Group Coaching Cohorts (S2A Core)
Our flagship delivery model.
Intimate, cohort-based sessions (4–8 reps) delivered onsite or virtually over 6–12 weeks.
Each session is tailored to the customer’s go-to-market motion and active opportunities.
Each cohort functions like a campaign—targeted, high-impact, and designed to build competent critical thinkers.
Focus areas include:
Deal strategy & Qualification
Discovery & Rapport Building
Principles of Price-Value Articulation
Scenario Analysis vs. Objection handling
Key Principles of Negotiation & Closing
Deal Control: Pipeline Progression and Forecasting Rigor
Multi-stakeholder Management for Complex Deals
II. Targeted 1:1 Coaching
Targeted 1:1 Coaching
Supplemental and personalized.
Designed to reinforce group learning and support individual development. These sessions focus on specific deal challenges, talk track refinement, mindset coaching, and career planning.
III. Manager Enablement
Manager Enablement
Coaching the coaches.
Programs designed to equip front-line sales leaders with the skills and cadence to coach effectively. Includes call review frameworks, pipeline inspection techniques, and behavioral coaching strategies.
IV. Acceleration Labs
Acceleration Labs
Deep dives for pivotal moments.
One- or two-day immersive sessions focused on a strategic skill or theme (e.g., new product GTM, regional relaunch, competitive re-positioning). Labs combine content delivery, live practice, and field execution planning.
V. Custom Program Development
Custom Program Development
Embedded partnership for enterprise impact.
For organizations seeking sustained capability development, we co-design multi-quarter enablement programs. This includes program design, onboarding sequences, factor analysis-based skills assessments, and integration with internal sales processes and systems.
Program Outcomes & KPIs
Program Outcomes & KPIs
S2A Coaching programs are built to create observable, measurable impact
We partner with RevOps and enablement leaders to baseline performance and track improvement across:
% of qualified pipeline progressing to late stage
Conversion improvement in forecasted vs. closed-won deals
Manager-to-rep coaching interactions (frequency and quality)
Participant confidence scores (pre vs. post engagement)
Retention of coaching concepts (self and peer-assessed)
Average time-to-ramp for new hires
We tailor metrics to the engagement context and provide simple reporting cadences to track impact.
Program Engagement Methodology
Program Engagement Methodology
Our engagements are collaborative, agile, and designed to minimize lift on your internal teams. A typical onboarding journey includes:
01
Discovery & Context-2-Skill Mapping
Alignment with sales leadership to understand your sales motion, key objectives, and team dynamics.
02
Program Design & Customization
Co-development of content modules and session flow, informed by your product, sales cycle, and ICP.
03
Cohort Launch & Delivery
Onsite facilitation of small-group sessions (typically 6–12 weeks), supplemented by periodic 1:1 coaching.
04
Ongoing Feedback & Field Alignment
Regular touchpoints with sales managers and program sponsors to track deal and participant engagement.
05
Outcome Review & Next-Phase Planning
Post-engagement review of KPIs, participant progress, and recommendations for scaling or reinforcing success.
Chris is an incredibly passionate sales professional!
He has the rare ability to understand the challenges faced by our customers and to make a real difference to them. He always put in the hours, so that the work we did had relevance and got to the crux of our customers’ problems. He realizes that if you do the right thing for the customer, you build long-term trust and then success will follow. It has been my privilege and pleasure to work alongside him during the past year.
BOGDAN P.
Area Vice President, Enterprise Sales
