HOW TO: Get started with sales enablement

Sales enablement is a great opportunity to cement an effective working relationship with sales. Charlotte Graham-Cumming, director at Ice Blue Sky, offers advice on getting started

Forrester defines sales enablement as ‘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 lifecycle to optimise the return of investment of the selling system.’

Salespeople, directors and the board talk in numbers and hard facts. The challenge for the marketer is to adapt to this language, and to create opportunities to present these facts to sales and management. Before you can think of helping someone, you need to really understand their challenges.