A few weeks ago, Jonathan Farrington, CEO Top Sales World, interviewed Byron Matthews and me for the July edition of Top Sales Magazine to discuss the launch of our new book Sales Enablement: A Master Framework to Engage, Equip, and Empower A World-Class Sales Force.
JF: Your book Sales Enablement: A Master Framework to Engage, Equip, and Empower A World-Class Sales Force seems to be the first strategic, holistic, and research-based book on sales enablement in the market. What was your motivation for writing this book now?
BM: In a nutshell, it’s because buyers are getting better at buying than sellers are getting better at selling. That gap has increased so much now that it’s an inflection point and caused sales enablement to be born. Our selling models have to change fundamentally, from information to inspiration. And that’s why sales enablement exists, to engage, equip and empower our sales force to engage differently with