THE CHALLENGE
Content management that differed from team to team
When Jessie Hanna stepped into the role of Vice President of Sales Enablement at Stanley Black & Decker — three weeks into the pandemic — she inherited an immediate question: how do we best support our sellers?
With an extensive portfolio of product lines spanning tools, hardware, and industrial products, sellers had a massive amount of content to navigate. But how that content was managed varied from team to team, with no centralized approach.
“CRM and sales tech is not going to do everything we need it to do, at least not on its own,” says Hanna. “So we’re looking at all the touchpoints we need and the right integrations to bring everything together.”
The goal was clear: give sellers one portal where they know exactly where to go.
THE SOLUTION
Process first, technology second — then immediate adoption
Rather than leading with tools, Hanna’s team took a step back to understand what sellers actually needed day-to-day. They mapped out processes first, then identified which technology could enhance that experience.
“We’ve taken a step back to understand what the team really needs and then identify which technology can enhance that experience — shifting the focus to put the process first and the technology second,” she explains.
Showpad emerged as the answer for content management. With the breadth of Stanley Black & Decker’s product lines, sellers needed a platform they could rely on every single day.
“I knew implementing Showpad was going to be a quick win if we did it right. Showpad was adopted almost immediately across the board, right out of the gate.”
Jessie Hanna
VP of Sales Enablement at Stanley Black & Decker
“In my mind, implementing Showpad was going to be a quick win if we did it right,” says Hanna. “I didn’t think it was something we were going to have to work hard to get adopted — and it wasn’t. Showpad was adopted almost immediately across the board, right out of the gate.”
To ensure cross-functional buy-in, the team hosted lunch and learns for product managers and marketing teams — showcasing how sellers were using Showpad and why. The goal was to make every content launch feel like a calculated methodology, not an afterthought.
THE IMPACT
From access to intelligence — content that sellers and buyers shape together
With Showpad in place, Stanley Black & Decker’s sellers now access content through a single, centralized platform — replacing the patchwork of team-by-team approaches. Adoption was immediate, giving the enablement team a foundation to build on.
But for Hanna, the real value goes beyond access. Engagement metrics now give the team visibility into how sellers use content and how buyers respond to it — intelligence they never had before.
“When we launched Showpad, we just needed to make sure our sales team could access the content,” says Hanna. “It was a great experience immediately, but now it’s about how we can take sales content to the next level with the engagement metrics and signals we’re getting from both sellers and customers.”
“You have to be willing to listen. Understanding how to give your sales teams what they really need is the first step.”
Jessie Hanna
VP of Sales Enablement at Stanley Black & Decker
WHAT’S NEXT
Optimizing content, expanding use cases, and setting a long-term vision
Stanley Black & Decker is now focused on evolving beyond standard sell sheets and one-pagers. The team is working with their content creation group to develop more sophisticated assets purpose-built for Showpad — informed by the engagement data they’re now collecting.
They’re also exploring how to integrate Showpad into their event strategy, turning it into more than a daily selling tool.
“Think through your strategy, hard,” Hanna advises. “Ask yourself: what do our sales teams do, and how do we staff the sales enablement function to be successful? You have to be willing to listen. Understanding how to give your sales teams what they really need is the first step.”