Sales Enablement and the sales rep’s new role


The rumors of the salesperson’s death have been greatly exaggerated. Companies invest in supporting sales more than ever before and one of the biggest trends to emerge from the two-decade long CRM boom is Sales Enablement. With all the hype surrounding it and all its varied definitions, Sales Enablement has been transforming sales for years and chances are, whether you know it or not, you’re already a believer.

Why? Well, for one, you’ve probably implemented Sales Enablement techniques to some degree already. Most big companies have, along with about half of all the smaller ones. They just haven’t necessarily been calling it Sales Enablement.

68% of large businesses have already implemented Sales Enablement techniques.

So what is Sales Enablement? To be honest, it’s a little hard to pin down. IDC defines it as the delivery of the right information, to the right person, at the right time, in the right place necessary to move a specific sales opportunity forward. It has manifested as a whole range of processes, practices, tools and technology. There’s personalized selling, analytics, predictive content, use of CRMs, integrating new channels, training methods, cross-selling and the list goes on. It seems there are as many definitions for it as there are people defining it, but it all boils down to companies wanting to be on message every step of the customer journey.

Face-to-face meetings and personalized sales are a huge part of any company’s brand. Sales Enablement is, in part, about closing the gap between marketing and sales teams and bringing them together in reaching their common goal.

So, the salesperson is not history. Rather, the role of the salesperson is transforming. Sales and marketing teams are becoming one and the same. The salesperson of today might be a marketing guru of tomorrow and vice versa. So, if you haven’t already, now is the time to embrace Sales Enablement and the new salesperson.

Lauri Ruhala