This article comes from Emily FitzPatrick and Petek Hawkins’ panel, ‘Career Growth in Revenue Enablement’, at our 2022 Revenue Acceleration Festival.
As someone who’s been passionate about sales training and revenue enablement for over a decade, I can confidently say that the industry is more exciting than ever before.
Companies are increasingly recognizing the pivotal role enablement plays in driving organizational success, empowering teams, and accelerating revenue growth.
Which in turn has only opened up more opportunities to build rewarding and impactful careers in this dynamic space!
On the subject of careers, I had the privilege of discussing career growth in the revenue space with fellow enablement leader, Petek Hawkins. As the VP of Revenue Enablement and Operations at Pax8, Petek brings a wealth of experience and valuable insights to the table.
So let’s dive into some of the key topics and insider secrets we discussed…
Why revenue enablement?
While working sales jobs to make ends meet, I realized that the work itself didn't particularly excite me – it was just a means to an end. However, everything changed when I started exploring the world of sales training and enablement.
As Petek and I discussed, there's something incredibly fulfilling about being that internal driving force, empowering others to reach their full potential, Petek shared:
"My personal passion was always about asking: how do I empower and scale the growth, consistency, and success at a global level that's also really engaging to people?"
" That has always been my passion, where I saw people excel and feel really good in their skin – that made me feel personally good"
For me, enablement checked all the boxes, I thrive on creativity and project-based work, so constantly tackling new challenges and evolving with the changing sales cycle was perfect.
The ability to work cross-functionally and interact with different teams across the organization is incredibly energizing, but most importantly, it's the sense of making a tangible impact that truly resonates with me.
Vinay Khanna
Building a well-rounded team
One of the most common misconceptions about enablement roles is the idea that a background in sales is an absolute must-have.
However, both Petek and I firmly believe that diversity within an enablement team is crucial for success, with Petek sharing:
"If you actually take the risk for people who come from different backgrounds, like project managers, analytical specialists, consultants, marketing people, even engineers, what I've learned from them and what they brought to the function was so impactful that I was blown away."
The truth is, while having some field expertise can be valuable, a diverse range of perspectives and skillsets is what truly elevates an enablement team.
Assembling a well-rounded enablement team isn't just about checking boxes – it's about recognizing the unique strengths that different backgrounds can bring to the table.
For example, project managers often excel at program management and organization, while consultants and marketers can bring fresh perspectives and a deep understanding of the customer journey.
Rebecca Stewart
Key skills for success
Regardless of background, there are certain core skills and traits that you should aim to cultivate. During our conversation, Petek and I identified several of these essential competencies that stood out:
🌿 Adaptability
Petek warned:
"If you're a very type-A person who really needs to have everything perfectly designed for them and know what's happening, it will be really difficult for you to thrive in this environment and be happy as a person"
The ability to embrace ambiguity and adapt to changing priorities is crucial in the ever-evolving revenue landscape.
🧠 Communication and critical thinking
As Petek astutely pointed out, "Effective and clear communication" is an invaluable skill in our field.
Coupled with strong critical thinking abilities, effective communication allows you to identify trends, make informed decisions, and execute those decisions effectively.
🔍 Curiosity
It's not our job to know all of the answers, it's our job to be inquisitive, to ask questions, and to find the best solution.
An innate sense of curiosity, paired with a willingness to learn and receive feedback, is essential for continuous growth and improvement.
🚀 Self-motivation and drive
Enablement and operations roles often require a high level of self-direction and initiative.
As Petek emphasized,
"You need to keep in mind that you have to have self-driven people, because there isn't always going to be this push of information coming your way."
The ability to take ownership and drive projects forward is an invaluable trait.
Daniel O’Dowd
Navigating the revenue career path
With the rapid growth and evolution of the revenue enablement and revenue operations space, the career paths within it are diverse and dynamic.
While there is no one-size-fits-all trajectory, but there are some common progression patterns that Petek and I discussed.
Typically, enablement professionals will start as contributors to a project, facilitating sessions or supporting specific initiatives. From there, they may progress to becoming the driver of a project, responsible for maintaining and moving it forward.
Ultimately, the goal for many is to become the owner or decision-maker, with the authority to shape strategies and make critical choices.
In terms of titles, a common progression might look something like:
Associate
⬇
Specialist
⬇
Manager
⬇
Senior Manager or Lead
⬇
Director or Partner
However, as Petek pointed out,
"It's not always as clear, it really depends on the company that you're a part of and the business needs."
Regardless of the specific path, both Petek and I emphasized the importance of self-reflection, goal-setting, and actively managing one's career development.
Additionally, we both strongly encourage you to leverage networking opportunities, attend industry events, and stay informed about trends within the field.
I know I’ve learned more from people outside of my company by having conversations like this and attending ROA webinars, it's expanded what I thought my job could be.
Empowering your team for continuous growth
For those in management roles, fostering the growth and development of their teams is paramount. As a manager myself, I've learned that it's crucial to define clear competencies and progression paths from the outset.
From there, it's about setting clear expectations for each level of experience – what would you expect to observe from someone who has been in enablement for a year, three to five years, or six to seven years?
Having these benchmarks in place provides a roadmap for professional development and growth.
Beyond defining career paths, it's equally important to encourage your team members to take an active role in their own development.
I always encourage my team to make sure they're networking outside of our organization, attending events, and meeting with other revenue folks.
Petek echoed this sentiment, emphasizing the value of thought leadership and industry expertise:
"If you can become a thought leader, if you can understand where the trends are going, that's when you create more growth opportunities for yourself."
Ultimately, as revenue enablement leaders, our goal should be to empower our teams to take ownership of their careers, set realistic goals, and continually expand their knowledge and skillsets.
By fostering an environment that supports continuous learning, growth, and industry engagement, we can create a culture of excellence that benefits both our teams and the organizations we serve.
When you truly believe in the company, the product, and the mission, it fuels a level of enthusiasm and commitment that is unmatched. It's not just a job – it's a calling, and that infectious energy can inspire and empower teams in profound ways.
Conclusion
In today's landscape, enablement professionals must be prepared to continuously adapt, learn, and grow. We must be open to new perspectives, embrace evolving trends, and meet learners where they are, not where we expect them to be.
As revenue leaders, it's our responsibility to model this growth mindset and create environments that foster continuous development, and to those considering a career in revenue enablement, or to those already on this path, I encourage you to embrace the journey wholeheartedly.
Immerse yourself in the industry, seek out opportunities for learning and development, and never lose sight of the passion that drew you to this field in the first place.
As Petek so eloquently put it, "Success is when you're happy,” so embrace it, nurture it, and watch as your career soars to new heights!
