Unlocking Secrets for High-Stakes Product Launch Success with Ashton Williams from Salesforce

The Enablement Edge

On this episode of The Enablement Edge, Steve and Amber are joined by Ashton Williams, Director of Slack Enablement at Salesforce. Ashton shares the success story of Slack AI and how her team led a momentous kickoff amidst strenuous circumstances.

Faced with tight deadlines, executive transitions, and mounting pressure, Ashton shares how her team focused their efforts, aligned leadership with consistent buy-in, and leaned into the pivots. She also goes into detail on how they decided to format their kickoff with sales leader sessions, industry-focused webinars, certifications, and live pitches across three global regions in the same week.

What resulted from her and the team’s efforts was not only a huge boost to morale at the start of the year, but high and lasting sales success for a product that has continued to grow. The story highlights the importance of alignment and data-driven decisions in enablement functions, showcasing how strategic execution can have impactful outcomes in a changing business environment.

Perfect for enablement professionals yearning for both inspiration and practical knowledge, this episode provides an edge in enhancing their craft. The fusion of witty anecdotes and profound discussions invites listeners to engross themselves in the transformative power of enablement, making it a not-to-be-missed episode for those looking to sharpen their strategic edge.

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Guest Bio

Ashton Williams is a seasoned professional in the field of enablement and strategic programs, currently serving as the Director of Slack Enablement at Salesforce. With a strong focus on building high-performing teams, Ashton has leveraged her diverse background in sales and leadership to enhance organizational effectiveness.

Prior to her role at Slack, Ashton gained valuable experience in various sales enablement positions, including a significant stint at Ada, an AI-powered customer experience platform. There, she was responsible for establishing the enablement function from scratch, emphasizing the importance of data-driven decision-making and iterative learning.

Ashton’s educational background and commitment to continuous improvement have made her a respected figure in the enablement community. She is Co-Chair of The Enablement Squad’s Leadership Lounge and actively shares insights on best practices in sales training and employee engagement. Her passion for fostering collaborative environments has positioned her as a leader in driving strategic initiatives within tech organizations.

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Guest Quote

“This ended up being Slack's first ever in person kickoff. Morale, retention, feeling connected to the team, attrition, all of those things, like we saw impact there. The sentiment was just one of absolute inspiration. And we made a bet and it really paid off in both what we call overall AEs hitting quota. But also to see that new product that we focused on be our absolute darling. It has continued to be the feature of our QBRs. It's continued to be the thing we double down on. It has been the thing we're putting more investment on the roadmap in because we're moving it. And also, you know, that's always lovely to see that customers love the things we build.”

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Time Stamps

00:00 Episode Start

01:10 Today’s Topic

03:30 Welcome Ashton

04:00 The most important thing enablers can do to ensure success

05:10 Setting the stage: Slack's Q1 of 2024

07:40 Why it was critical to enable every part of the business

09:20 How did Ashton do it?

11:30 Focusing all your efforts on a single motion

15:25 Sometimes you need to lean into the pivots

18:25 Leverage the data you have

19:30 Deeper into program specifics

23:00 You can't do it alone

26:10 The results of Ashton's efforts

29:40 Lessons learned

31:35 On the Edge

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Links

• Connect with Ashton Williams on LinkedIn
• Learn more about Slack AI
• Check out Salesforce
• Connect with Steve Watt on LinkedIn
• Connect with Amber Mellano on LinkedIn
• Check out Seismic