Sales Enablement Clarity Step 1: Establishing a Common Understanding

No doubt, sales enablement is a very fast growing discipline. Our annual studies show that in just five years, the percentage of organizations that reported having a sales enablement initiative or function discipline grew from 19% to 59%. In parallel, the confusion about sales enablement has also grown, because many people got into enablement roles in a short time. So, it comes as no surprise that the Sales Enablement Society is growing even faster than the discipline itself.
I’ve observed over the last few years that misconceptions often arise from differing functional perspectives. No, sales enablement is not another word for sales training, nor is it another word for sales content. And no, it shouldn’t be confused or mixed up with sales operations.
Understanding enablement requires a different perspective. We need to begin with the customer’s perspective at the center, not the various, “inside-out” functional perspectives.
Because this is what still happens in