Vanta's GTM Enablement Playbook: Morgan Kassel on the Value of Value Selling

Описание: Morgan Kassel, Senior GTM Enablement Manager at Vanta, has been part of building enablement from the ground up at a $4B+ unicorn.

She shares how the program scaled from 2 people to 13, the "Sports Center Top 10" coaching framework, a competitive intelligence program called the CIA, and why manager reinforcement is the most underrated lever in enablement.

😎 ABOUT OUR GUEST:

Morgan Kassel is a Senior GTM Enablement Manager at Vanta, the $4B+ security compliance unicorn serving 12,000+ customers.

She spent nearly a decade as a quota-carrying sales rep before pivoting into enablement, first as a freelance sales coach working with AEs at companies like Vanta, Carta, Lattice, and PitchBook, then joining Vanta full-time in December 2021.

Since then, she's been part of the team scaling Vanta's GTM enablement program from a reactive weekly meeting to a specialized, data-driven operation of 13 as the company grew from roughly 200 to 1,000+ employees. Her seller-to-enabler path gives her rare credibility on both sides of the coaching relationship.

👉 Follow Morgan Kassel on LinkedIn:   / morgan-kassel-a84b3050  

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💿 EPISODE SUMMARY:

Morgan Kassel never planned to be in enablement—she didn't even know it existed. She was a quota-carrying AE who kept sneaking away to coach junior reps, getting more satisfaction from watching their names go up on the leaderboard than her own.

A nudge from a friend (who happened to be standing up Vanta's first sales team) changed everything.

In this episode, Morgan joins Alex to share what she's learned being part of the team building and scaling a world-class enablement program inside a hypergrowth company, including:

how Morgan fell into sales enablement and why her seller background shapes everything she does
what good value-based selling really looks like in practice
the ""Sports Center Top 10"" framework the team uses to get reps learning from each other instead of from slide decks
how Vanta's enablement program evolved from reactive chaos to role-specific, segment-specific curriculum as the company scaled past 1,000 employees
the Competitive Intelligence Agency (CIA) and why Vanta's approach is to be "competitor aware and customer obsessed" rather than feature-bashing
the intake process the team created to protect reps' time and push back on every cross-functional team that thinks their initiative is tier one
how she thinks about AI in enablement—what it can diagnose, what it can't replace, and the Dust agents the team built for competitive intel and pre-call research
her top two priorities for any enablement leader at a scaling company this year

Enjoy the show!

📝TRANSCRIPT: https://dock.us/grow-and-tell/ep-45-m...

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