Crystal Bates
Head of Enablement @Smarsh
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WORK HISTORY
Head of Enablement @Smarsh
Smarsh is the global leader in communications data and intelligence. For over two decades, we set the standard for digital communications compliance and risk management in regulated industries- Lead global enablement for all GTM roles across territories spanning SMB to large Enterprise, driving ⅔ of revenue for an organization serving 19 of the top 20 global banks, insurance companies, and energy firms, with expanding verticals aligned to cybersecurity, financial regulations, and SaaS needs- Have developed, executed on a global enablement strategy, creating best-in-class onboarding, certifications, and ongoing enablement programs that have reduced time-to-productivity by 25%, increased deal win rates by 15%, and enabled measurement and tracking of KPIs through AI-driven tools- Implemented Champion-Based MEDDPICC and a MEDDPICC-aligned sales process, including sales process development, enhancing discovery and value positioning across all GTM teams- Facilitate highly rated Revenue Kickoff and QBR events, fostering a culture of continuous learning and collaboration across global teams- Manage the Top 50 Program, focusing on relationship building and restoring customer trust across strategic accounts to drive targeted enablement and growth- Developed competency coaching programs across all roles to proactively support development, leveraging data-driven insights- Serve on executive staff, working cross-functionally to develop strategies that align with annual rally cry objectives.
EDUCATION
Granite State College
BS, Social Sciences
Airman Leadership School
Non-Commissioned Officer School
Community College of the Air Force
Associate's Degree, Transportation and Materials Moving
SKILLS
ABOUT CRYSTAL BATES
As a combat veteran with prior service in the United States Air Force, I bring discipline, leadership, and a mission-driven mindset to every role. Passionate about driving individual and organizational success, I combine over a decade of experience in SaaS sales, strategic selling, and enterprise revenue enablement to design global programs that empower sales, partner, and customer teams. With deep expertise in cybersecurity, financial regulations, and the banking and insurance sectors, I excel at creating scalable onboarding, certifications, and ongoing enablement initiatives aligned with go-to-market (GTM) strategies. Open-minded about leveraging AI to enhance productivity, I collaborate cross-functionally with Sales, Marketing, Product, and Customer Success to deliver measurable improvements in productivity, adoption, and revenue growth.Proud U.S. Air Force Staff Sergeant (NCO)/ combat vet Load Planner (2T271) generating the plans that move cargo and people safely around the world.
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