A History of Sales Enablement — and Predictions for Its Future

The Beginnings of Sales Enablement Programs
Travel back to 1999, perhaps in a cubicle-lined office or around a rectangular conference table, John Aiello and Drew Larsen strategized a new approach to sales operations and management. What were they fighting against? Decades of:
Misaligned and inconsistent differentiated value messaging.
Lack of buyer and solution information.
Ineffective and nonexistent sales processes.
These issues had been infiltrating the sales world and obliterating salespeople’s effectiveness at doing their jobs — to sell. And these problems were plagues across industry, geography and selling organization size.
Add that to a changing B2B buyer, where the buyer had begun to shift from a reliance on salespeople for information to seeking it out themselves through new technological advancements.
Aiello and Larsen pioneered a method to improve the efficiency and effectiveness of salespeople that was catered toward the changing buyer. They preached new selling strategies and consistent selling strategies. The pair spoke to learning customer pains