What is Sales Enablement?

What is Sales Enablement?
February 10, 2016 Insite Software

Insite Software, a leading provider of business-to-business (B2B) commerce and data-driven solutions for manufacturers and distributors, acquired mobile sales enablement and digital content delivery platform provider Storyworks1 on Dec. 15, 2015.

A Better Understanding of this Powerful Approach

Although many B2B organizations recognize the benefits of a strong sales enablement program, there still seems to be confusion as to what the term actually means.  A better understanding of what this means is the first step in any organization. Share on LinkedIn: Let’s examine how thought leaders in the industry define sales enablement:

According to Forrester, 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 optimize the return of investment of the selling system.”

Tamara Schenk of CSO Insights go so far as to redefine it as “…sales force enablement is a strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content, training and coaching services for sales people and frontline sales managers along the entire customer’s journey, powered by technology.”

At SiriusDecisions, Sales Enablement Services Director Jim Ninivaggi goes as far as to say the term cannot be defined, because it is still evolving.

Complex, evolving definitions make goal setting and measurement practices even more challenging. Yet sales enablement has actually been around for a long time within successful organizations. Storyworks1 founder Jeff Fritz takes a simple line when he defines the term as “a collection of effective processes and technology that align marketing strategy and sales activity to increase revenue.”

Sales & Marketing Align

The Insite/Storyworks1 solution was built around the knowledge that greater alignment between marketing and sales always translates into more revenue. In fact, an Infor survey showed that company with strong sales and marketing alignment achieve on average a 20% annual growth rate.

A strong B2B sales tool incorporates many of the components required to reinforce sales in the field and overall marketing strategy, and to extend the vision of the organization as a whole when it comes to the customer experience. In a recent DemandMetric survey, 88% of organizations with effective sales enablement classified themselves as “strategic.” A strong vision drives long-term revenue growth, and sales enablement is major contributor in that equation.

Get the infographic: 8 Fixes for Companies Struggling with Sales Enablement >

In this infographic you will learn:
  • The top 4 actions to measure sales and marketing
  • The top 4 actions to align sales and marketing

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