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.
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."
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.
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.
Companies who adopt sales enablement tools or services are realizing a 71 percent increase in improved sales, year after year.
The sales enablement space is growing because more enterprises are seeing sales enablement as a key way to address their top challenges.