Why Your Competitors Prioritize Sales Enablement (And You Should, Too!)

What? What the hell does that even mean? Is this just some fancy marketing double-speak designed to help the VP of Sales create more charts and graphs for our meetings? I keep digging just in case I was wrong. I focused on an article on Forbes magazine which talked about a Brainshark research paper entitled "The Power of Enablement: Bridging the Sales Productivity Gap". One of the observations in that article that immediately hit home for me was:"Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system.”. ~Forrester
I literally had to dissect that sentence.. but what I ultimately got from it was: I have some amazing sales reps, and I have some so-so sales reps that probably need my helpThat was my "Ah-ha" moment. I could turn my mediocre sales reps into superstars?!? That made me sit up and pay attention."For the C-suite, driving sales productivity and closing the divide between top- and lower-performing salespeople are foremost concerns".
What Sales Enablement Actually Is
Turns out that Sales Enablement is a system that can help you take your average sales reps and transform them into your absolute top reps. Sounds like a concept that warrants a deeper investigation. The problem is, it's still a brand new concept so there's still some disagreement about what it means for each company exactly. For me personally, after a ton of research, I thought that Hubspot summarized the Sales Enablement process the best. They broke down Sales Enablement into 9 distinct activities:- Coaching Members
- Onboarding Sales Staff
- Content Creation
- Finding Cross-Selling Opportunities
- Creating Materials and Assets
- Sales training
- Performing Analysis
- Strategy Development
- Systems and Support

- Socedo
- LeadSift
- And of course... shameless self promotion time... Social Horse Power
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The Role of Executive Storytelling in Modern PR Strategies
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Real-Time Competitor Analysis on LinkedIn: Stay Ahead of the Curve
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