Adam King on Using Video for enablement & building a sales-oriented culture

Building a sales team is one thing, building a kick-ass sales team is another.  In Part Two of our interview with Adam King, Senior Director, Sales at Vidyard, you’ll learn why Vidyard has earned their reputation in Waterloo for scaling sales well and how building a sales-oriented culture leads to customer success.  

If you missed part one: check it out here.

Here’s how Vidyard does it.

Adam King

Title:  Senior Director, Sales
Company:  Vidyard
Connect with him:  LinkedIn

Can you describe your sales ecosystem or sales team culture in 5 words or less?

Team Sell. Constant improvement.

How do you define “sales enablement,” and what technology do you use that you say is used to help enable sales?

I see sales enablement as a combination of helping the team build the knowledge and ability to tell our story effectively via Product / Marketing updates & a focus on improving sales strategy/process. Technology-wise, I would say that we are not that sophisticated at the moment. We use weekly 1-hour Vidyard Sales Academy session with guest speakers and interactive exercises + a drumbeat of Slack and Email updates + a bit of online, self-paced training via our Training & Enablement Platform Workramp. As a video focused company, we also heavily rely on video content to share key updates that the team can review on demand. Personally, I find video to be one of the most effective and engaging mediums to share key updates that can be watched on demand.

Can you describe how Vidyard uses Slack for sales?

We use Slack extensively for quick updates and conversations. It’s a key part of our day to day communication for coordinating on deals, organizing resources, etc. We’ve also created channels to share competitive updates, general tips and tricks, win announcements and many others.

If you were on an island, abandoned and alone, and you had to close a deal, but aside from email you had only ONE piece of technology to help you, what would you choose?

I think most of the organization would say Slack but I’m a bit old-fashioned and would say my cell phone. Just pick up the phone and call 😉 Nothing better than a live conversation.

How do your reps get the info they need, when they need it?

There is no shortage of information and places to get it. That also provides a challenge in that updates get missed if you are not checking in the right place. For key updates, I still find that emailing the team and/or discussing in weekly meetings to highlight the importance is key. We also organize key videos into channels or ‘hubs’ such as this, so that both our employees and customers can find and watch on demand regardless of whether they are at their desk or on their phone.  

What are the ways you recognize sales success?

We recognize success a number of ways; KPI leaderboard reports in Salesforce and live monitors in office, Shout outs during team meetings and all company Town Hall meetings, Online ‘Kudos’ through our HR platform, Win Alerts with details on closed deals including thank yous for team members that helped influence the win. Weekly, Monthly, Quarterly updates and shout-outs through team and company meetings including mentions from the leadership team.  

If a rep was to come to you right now and say they aren’t sure how to move a deal forward, what’s the first thing you’d do? The next thing?

I start by getting them to walk me through the context of the account and opportunity and then ask them why they think they are stuck, how do they think they can move it forward and what help do they need. That usually creates a good framework to brainstorm and tease out ideas together.

In Waterloo, a lot of people speak to how great Vidyard is at scaling a sales organization and training great salespeople - what do you believe has earned VY that reputation?

Our company is focused on an exciting and explosive market opportunity centred on video. Being in such an interesting and broad market opportunity helps attract great talent. The strong culture that our Co-Founders Mike and Devon have built helps attract great talent. Great talent is hungry to learn and experiment and win. We are constantly innovating, adapting, learning and striving to get better. From my perspective that has been key to scaling the organization and training great people.

Why is a sales-oriented culture so important?

A strong sales organization & culture will put the customer at the centre of its business. It will constantly strive to understand the customer's challenges and determine how its solution will make the customer's world better. It will also focus its efforts on the ideal customer fit. These both help build successful, happy customers and increase the chances of retaining customers over the long term. A sales-oriented culture also encourages cross-functional collaboration as it recognizes that it’s best chances of success involve including other parts of the organization in its sales process. This collaboration helps to build better alignment & focus across the company.

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