Mémoire-projet

Abstract

In today’s increasingly complex and competitive B2B landscape, the onboarding of new sales representatives has emerged as a critical lever for driving sustainable sales performance and long-term employee retention. This thesis explores how Sales Enablement strategies can be leveraged to enhance the onboarding process at EVS Broadcast Equipment, a global leader in live video technology solutions. Anchored in an extensive literature review, the study examines the key pillars of Sales Enablement, including structured onboarding roadmaps, technology integration, and cross-functional collaboration, and their impact on onboarding effectiveness. The empirical research follows a phased approach, starting with a diagnostic assessment of EVS’s initial onboarding practices. Through semi-structured interviews with internal stakeholders and an external expert, the study identifies major gaps such as the absence of role-specific onboarding paths, fragmented departmental coordination, and limited use of enablement tools. Building on these findings, a series of improvements were progressively implemented. These include modular onboarding tracks based on a 30-60-90-day structure, enhanced buddy and mentoring systems, and strengthened collaboration between Sales Enablement, Human Resources, and Management. The primary goal was to ensure the onboarding experience was consistent, effective, and well-received by both newcomers and their managers, ultimately contributing to reduced ramp-up time, improved knowledge retention, and stronger engagement. By bridging academic theory with a structured, practice-oriented analysis, this thesis highlights the strategic importance of Sales Enablement in onboarding. It delivers a scalable and adaptable framework aligned with EVS’s commercial ambitions and provides actionable insights for future implementation across departments.