Jennifer Bullock

When your sales organization looks to create a “coaching culture,” does everyone fully understand what behaviors you need them to demonstrate? How about what outcomes you’re looking to drive? If you don't take the time to clearly define what sales coaching is, you risk it becoming just another diluted buzzword leading to nothing of significance getting accomplished.

Buyers expect sellers to partner with them and not only demonstrate a deep understanding of their market, industry, and role — but also to anticipate their next steps. Sales enablement leaders need to ensure that reps have the content, credibility, competency, and confidence to deliver.

At this year’s Forrester B2B Summit, we introduced our Sales Competency Management Framework, which provides a comprehensive look at sales talent management through the lens of attracting, onboarding, and optimizing (ongoing development) sales professionals.

Enablement practitioners proved to be incredibly innovative and agile when making the shift to working remotely in 2020.

Without a charter, sales enablement leaders run the very real risk of being in the position of having to solve problems as they arise with no real scope, strategy, or sense of priority. In her latest blog post for Forrester, analyst Jennifer Bullock shares why a sales enablement charter is key to success.

Like in golf, there are so many motions to consider in any customer interaction. Sales enablement practitioners must deconstruct role-playing exercises to enable reps to get into top-selling form.

You can ask 10 different sales enablement professionals how they define their function and hear at least that many definitions of what sales enablement is, does, or is responsible for.

• Podcasting has witnessed a boom in engagement with more senior-level executives
• SiriusDecisions research reveals that while podcasts don’t prove to be effective for sales-specific learning, they are effective for communications
• Podcasts are most effective when they’re part of an integrated communications plan with the field