Abbott Structural Heart built a global coaching program for 1,100 reps with a team of two

THE CHALLENGE

No enablement program, no visibility, and a pandemic

Abbott Structural Heart relied on product and clinical training to prepare its field sales teams. But there was no way to know whether reps could actually articulate the value of Abbott’s products in front of physicians.

Sales directors and area vice presidents had no visibility into how their teams were performing. There was no formal sales enablement program — and no dedicated person in the role.

In a highly competitive market driven by constantly evolving clinical data and product updates, reps need to communicate safety and efficacy clearly and concisely in limited time with physicians. When the pandemic forced the entire workforce remote, the gap became urgent.

Jason Gwilliam, newly hired as U.S. Manager of Sales Enablement & Training, knew managers needed a way to stay connected with their teams — and reps needed a way to practice.

THE SOLUTION

20 coaching challenges in three months — built for mobile

Gwilliam launched Showpad Brainshark to more than 330 U.S.-based field sellers as the central hub for all enablement and coaching needs. Video-based coaching became the cornerstone of the rollout.

Within the first three months, the team deployed nearly 20 coaching challenges — each focused on product messaging, objection handling, clinical data positioning, and the overall value proposition.

“With COVID-19 going on, how are the managers going to stay in touch without physically being with them?” says Gwilliam. “Video coaching is a great way for that connection.”

Accessibility drove adoption. Reps submitted over 90% of coaching challenges from iPhones or tablets — meeting reps where they already were.

THE IMPACT

From 330 U.S. reps to 1,100 globally — in six weeks

When Abbott’s Structural Heart teams outside the U.S. saw what Gwilliam was building, they wanted in. Within six weeks, the project quadrupled in size to over 1,100 users globally.

For the first time, Abbott could measure the impact of its enablement efforts. Showpad Brainshark’s Readiness Scorecards gave Gwilliam detailed visibility into how teams were performing and where gaps existed — data he could connect directly to sales performance.

“Readiness Scorecards allow us to see how the team is doing, how they’re applying the training, where the gaps are, and then determine how to fill them,” says Gwilliam.

Participant satisfaction reached 82% — and a team of two built and managed all of it: Gwilliam and one administrator.

With the success of the first three months, Abbott Structural Heart plans to expand Showpad Brainshark into its regulatory and clinical groups for internal product training — and is adding more people to the enablement team.