It’s January 7. We’re at the start of a new year, a new quarter, and things are fresh. You’re optimistic and know that this is going to be the year. 2015 will be the year when sales and marketing teams will work together seamlessly and efficiently, with no tension or overlap.

That’s some wishful thinking.

As organizations grow and mature, communication and streamlined processes become more complicated. This is especially true between sales and marketing, creating more challenges for both teams. Sales enablement is an organizational function that can help minimize these challenges, including:

-Is marketing doing enough to support sales?

-Is the marketing message being dispersed by sales consistent, compliant, and on-brand?

-Do leads experience a personalized interaction throughout the entire sales cycle?

-How is marketing content truly being used?

If you’re responsible for any function of sales or marketing, it is likely that these questions have crossed your desk, mind or path before. A lot can get lost in translation between sales and marketing, and even more gets lost once marketing content is out in the world. How do you know what content and interactions are successful and which ones aren’t? How can you ensure you’re making the proper changes to be more successful?

Without adequate sales enablement technology, sales reps waste valuable time searching for the right content for the right conversation, and marketers are left wondering if their brand is being maintained, if leads are experiencing a personalized interaction, and if their content is being used properly.

Without sales enablement technology, marketers are essentially left in the dark.

2015 is the year that sales enablement will matter. Assessing your sales enablement strategy and the relationship between your sales and marketing teams will help you understand your sales enablement technology needs. But don’t procrastinate – sales enablement can’t wait for 2016.