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In 2024, Procore launched a first-ever "Sales Enablement EXPERIENCE Summit". We sought to train our sales enablement employees on completely new content based on a heady outcome framework. We wanted our employees to stop using canned responses and to "enable" them through experience. No two sales conversations should ever be alike.
Our goal: To deepen their understanding of our customers, the competition and unlock their thinking in account planning.
The content was heady. Our time to teach was short. We pushed our team INSIDE of the content-- entertaining whiie training, sealing retention into memorable moments. Our director approached this conference based on research; Gamficiation creates endorphins that seal learning. Experience creates retention.
The 3-day summit was unlike anything we'd ever done before. We deployed hands-on, experiential learning in a thrilling mix of events. From simulation games... to escape rooms... to talk-show style panels.... to account challenges. The conference was hailed by our employees (and our colleagues) as one of the most innovative sales enablement programs they'd ever seen. It took an army to build, and we are floored by the results! Please see the attached for videos and a breakdown of the experiences in this conference.
In short, Procore's 2024 sales enablement summit was built on "learning-by-doing".
Less screens.
Less speakers.
More experience.
Unlike typical sales enablement conferences with playbooks, sit-and-learn presentations, and screen-based e-learning tools, Procore did something radically different. We created learning "experiences". Below are a few of the highlights:
Day 1: “Walk In Your Customers Boots” Simulation
Focus: Customer
Participants stepped into the shoes of the customer, navigating real-world challenges and decision-making processes. We split teams into groups to “build a stadium,” facing challenges like weather and software issues while taking on roles such as Owner and Contractor. The experience was delivered through a simulation game, with Procore customers visiting to answer questions. This gave employees a deeper understanding of construction work and how Procore products address real-world challenges.
Day 2: “Procore Escape Experience”
Focus: Competition
An enormous, immersive escape room where teams had to identify target clients, uncover their pain points, and provide tailored Procore solutions. 50 teams entered their own escape rooms, uncovering frustrations with non-Procore software and learning Procore solutions. Teams then completed a “Whiteboard Challenge” to address these issues using Procore products. By the end, employees gained a deeper understanding of construction pain points and how Procore solves them.
Day 3: "The Straightline Account Challenge"
Focus: Account Planning
“The Straightline Account Challenge” was a 6-hour gamified workshop where teams collaborated to develop a strategic account plan to win a fictitious client. This innovative approach not only engaged attendees but also provided them with hands-on learning experiences that deepened their understanding of Procore’s value and empowered them to excel in their sales roles.
*Please see photos, results, conference size etc. in the attached summary
Nomination Title: Procore's "EXPERIENCE" conference; A new approach to sales enablement training
