Is It Sales Enablement, Buyer Enablement or Both?

Are you working in a sales enablement role? A buyer enablement role? Is your role called something else (and you don’t even care), and you are equally focused on driving sales performance and the specific sales results that matter most for your organization?
Let me share a few thoughts and data to put this discussion into perspective of what really matters. To do that, we’ll go back a few years in the short history of sales enablement.
Is buyer enablement really such a new idea?
There currently are a few discussions out there that could make people think the term “buyer enablement” is the latest shiny object in the foggy sales enablement sky. I can tell you with 100% certainty that this is not the case; instead, the discussion around sales enablement and buyer enablement is already a few years old.
Between 2010 and 2013, a group of sales enablement leaders—all early adopters in