For years, Sales Enablement has dutifully served as a sidekick to in-person, acquisition-focused sales conversations. But that needs to change.
Selling and buying behaviors have drastically changed over the last decade. Buyers today are engaging with your marketing and sales enablement content further down the funnel. They’re doing research, forming opinions, and narrowing their options all on their own, without talking to a sales rep. And when buyers do speak to your reps, those conversations are happening remotely.
Buyers control their decision-making process. And to serve those buyers effectively, sales enablement content can’t just be a sidekick to an in-person sales conversation—it needs to be able to stand on its own, address your buyer’s big questions, and showcase your unique value.
You need to provide the right information, in the right context, at the right time, to help your buyers and sellers have more productive conversations. And because existing customers make up the majority of company revenue, sales conversations need to happen on both the acquisition and expansion sides of the customer lifecycle.
Sales enablement teams also need to respond to an unpredictable and constantly changing business environment. When faced with an urgent competitive threat, economic crisis, or strategic opportunity, you can’t wait six months or more to train and enable your team—you need to equip your organization with the right messages, content, and skills to respond and win the moment.
As revenue teams continue to adapt to this new reality, it’s clear that Sales Enablement is the linchpin for Sales and Marketing effectiveness.
As a Sales Enablement leader, you can choose to seize these trends and lead the charge toward this new reality of selling. This collection of science-backed resources will help you do just that.