Sales Enablement is a discipline that has obtained more and more traction in the last five years, following the wave of digitalization. New technologies have modified the market dynamics in favor of the buyers and made it harder for salespeople to sell and compete against each other. If you would like to know more about what this new function stands for, request our latest Sales Enablement Whitepaper entitled, “Understanding the Shift from Sales Management to Sales Enablement” below.

In the last five years, there has been significant traction around Sales Enablement activities and role, and large and small companies around the globe have started to implement this function into their businesses. In the US only, there are over 150 thousand people with the words Sales Enablement in their working title on LinkedIn.

But what exactly is it?

Answering this question implies considering several aspects that are responsible for the current social and economic outlook. In the B2C environment, the advent of the Internet and new technologies brought tremendous changes for both buyers and sellers over the past 20 years: online shopping, the use of CRM systems and comparison websites are just a few examples of our rapidly progressing sales environments where the human factor gives way to algorithms, analytics and an increasingly globalized marketplace. By having access to more information on the products and services, as well as their alternative, buyers power escalated, with profound consequences on the salespeople.

In the beginning, complex B2B solution selling seemed to be immune to these alterations in sales approaches, and the Internet and tech played only a small part throughout the whole buying process. However, in the last ten years, it was only natural for consumers in B2B markets also to start using technology and gain an advantage.

Times are changing. Will you change with them?

Sales cycles have become longer, more stakeholders are involved in purchasing decisions, and new agile competition has driven prices down, to name a few consequences. Sales Management suddenly found itself on the back foot, and many sales teams were using out-of-date methods and tools to deal with this growing challenge.

This situation paved the road for the birth of Sales Enablement. Sales Enablement is indeed nothing new but a combination of several functions, integrated to assist salespeople throughout the sales process and to optimize the joint efforts of the revenue-driven departments consistently. Analytics, technology, training, coaching and sales collateral all come together to even out the playing field and to create the competitive advantage needed by the sales reps to be successful.

Sales Enablement is indeed nothing new but a combination of several functions, integrated to assist salespeople throughout the sales process and to optimize the joint efforts of the revenue-driven departments consistently.

What’s Behind Our Sales Enablement Whitepaper

We interviewed several Sales Enablement experts to understand how they view their roles and influence, and the way they executed Sales Enablement to generate a positive and lasting impact on their businesses and make them survive in the market. Based on the outcome of the interviews, Kiran Gill, consultant for PDAgroup, and Sara Lunardelli have then written a Sales Enablement Whitepaper to inform and assist sales leaders in this vital journey.

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Whitepaper: Understanding the Shift from Sales Management to Sales Enablement

And if you’re interested in our Sales Enablement Whitepaper, you might also profit from some of our related blog posts:

Why Sales Enablement Is More Effective Than Training
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