Sales Enablement Monitor

What is Sales Enablement?

Defining and simplifying B2B's most urgent initiative

What is Sales Enablement?

What is sales enablement?

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 optimize the return of investment of the selling system.”

Sales enablement comprises the processes, practices, technologies and tools that improve the performance and productivity of the sales organization. When done correctly, sales enablement allows marketing teams to easily manage and automatically update content that finds sales reps and personalizes itself.

Sales enablement solution

Who uses sales enablement?

Sales enablement benefits B2B sales and marketing organizations that suffer from inefficient content creation, personalization, and delivery processes. These organizations also tend to have little to no visibility into content usage and performance (both internally and externally).

Who uses sales enablement? Graph

Prioritizing sales enablement

B2B organizations prioritize sales enablement because...

It Empowers the Content Lifecycle

SiriusDecisions reports that an average of 65% of content is never used by sales reps. Sales enablement helps "support the creation, storage and delivery of sales content, as well as the measurement of sales asset effectiveness."

It Helps Sales Reps Engage with Educated Buyers

Today’s buying process is customer-led. Salespeople can keep up by tailoring interactions to each specific buyer through personalization—and according to Demand Metric, 61% of organizations are personalizing content at some level.

It Automates Content Processes

Without automation, streamlining the personalization process is impossible. Over half of respondents polled by Demand Metric are currently considering, implementing or using content automation as part of their sales enablement strategy.

It Sends Sales Effectiveness Through the Roof

Companies who adopt sales enablement tools or services are realizing a 71 percent increase in improved sales, year after year.


The Forrester Wave™: Sales Enablement Automation Systems, Q4 2016

The sales enablement space is growing because more enterprises are seeing sales enablement as a key way to address their top challenges.