SALES ENABLEMENT: The missing link between sales and marketing?

Maxine-Laurie Marshall investigates the hype around the new buzzword on everyone’s lips.

Sales and enablement are the two new words in town causing confusion for B2B marketers. What is it? How do you achieve it? Should you even be worried about it?

Forrester introduced the world to sales enablement in 1999, saying: “Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimise the return of investment of the selling system.”

I agree, but think it can be simplified. Sales enablement is helping sales understand and talk to customers. Andrew Yates, CEO at Artesian Solutions says: “Sales enablement provides customer-facing employees with information to help them do their jobs as effectively as possible.”