Jennifer Bullock
Principal Analyst

Author Insights
Blog
The Great Sales Content Disconnect
Today, both sellers and buyers are forced to navigate a perfect storm of content, as the average number of interactions per B2B buying cycle has jumped 54% over the past two years and reps have an average of 1,400 sales assets to choose from. While reps now have more tools to leverage than ever before […]
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2021: The Sales Enablement Year In Review
A number of trends in the B2B sales space have disrupted, challenged, and motivated sales enablement teams this year. As the first quarter of 2022 begins, let’s understand how these macro trends and the pandemic have reshaped our function and industry. First, the multitude of sales enablement tech acquisitions we’ve seen allows us to brag […]
Blog
Hey! Don’t Leave An Important Faction Off Your Sales Learning Event Guest List
First line sales managers will be working day in and day out with reps. So, to ensure that the knowledge and skills just learned at sales enablement training events stick, it’s critical that you enable FLSMs to coach and inspect their teams and help reps put into practice whatever the newest competency may be.
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Put A Finer Point On What A “Coaching Culture” Really Means For Your 2022 Planning
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.
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Sales Enablement Leaders Must Emphasize Role-Specific Enablement In 2022
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.
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Should Sales Enablement Be Responsible For Hiring New Reps?
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.
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This Year’s B2B Summit Sales Enablement Track — “How’d We Do?” And “What Comes Next?”
Enablement practitioners proved to be incredibly innovative and agile when making the shift to working remotely in 2020.
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Confessions Of A Former “Charterless” Sales Enablement Practitioner
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.
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What My Love-Hate Relationship With Golf Taught Me About Sales Role-Playing
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.
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Building A Sales Enablement Team: Know The What, When, And Why, But Focus On The Who
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.
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Podcasts for Sales Learning — Is that a Thing?
- 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