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Brian Williams, a partner with The Brevet Group, is a researcher, consultant, and sales leader. He uses a data-driven approach to drive sales effectiveness in leading companies across industries. Using insight from academics and management consulting, Brian helps senior leaders and sales enablement teams understand and succeed in today’s more demanding market. His sales research has been published in Harvard Business Review and other outlets.

Brian Williams

The Stages of Sales Enablement Maturity

How sales enablement can create collateral that wins deals.

Creating the Right Content for Your Selling Champion

Let’s take a look at what sales enablement can control that communicates a valuable return.

Sales Training ROI: It’s Not Just About the Dollars

The sales leader’s mindset must evolve from training to continuous performance improvement.

3 Dumb Sales Training Moves Even Smart Managers Make

The Adaptive Sales Model provides the parameters, structure, and guidance necessary for effective sales leadership.

Challenging vs. Adapting—A Winning Approach to Sales Enablement

The Game Plan for Solving Sales Methodology Adoption

The push for field adoption of sales methodology misses the point. Reps will never embrace a one-size-fits-all focus that comes from most sales processes or messaging rollouts. Even worse, typical methodology implementations can cause real harm to the broader sales enablement strategy. The financial and reputational risks for your sales enablement team and company are real.
New research provides powerful insight to finally solve the field adoption problem. Elevate your sales enablement efforts and drive greater rep performance with a new approach for sales process, training, and messaging. Cross industry data and emerging academic research point to the importance of building greater rep situational adaptiveness. Your best reps intuitively understand this, but the trick is building an organizational capability around adaptiveness.
This webcast will explore:

the pitfalls of a one-size-fits-all approach to sales methodology
ways to address the increasing complexity of today’s buyers and selling situations
how leading sales enablement teams are helping their reps apply the right sales tactics in the right situations
what it takes to build an organization-wide capability for adapting to dynamic selling situations
simple steps to create a more strategic sales enablement system that goes beyond “yet another program.”


Microlearning, gamification, innovation: Everyone’s looking for the next big thing to make training better. While each is good in its own right, they have to work together to be great.
In this webcast, the presenters will share the top three requirements for effective training: great content, simple technology, and dedicated leadership. This webcast will help you:

Define the qualities of great training content.
Identify technologies that will support—not get in the way of—your training.
Describe how dedicated leadership drives results.


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