Peter Ostrow

The sales and revenue enablement space has seen a wildly dynamic 2023, with many casualties of layoffs impacting the profession but also plenty of new opportunities opening up. At the same time, enablement leaders have had to adapt to changing priorities while continuing to deliver tangible, quantifiable value to the C-suite. If you’re a newly […]

Forrester is adapting along with the entire B2B sales space, pivoting from “sales enablement” to “revenue enablement” in describing the discipline of ensuring that all customer-facing roles receive consistent enterprise support so that they have the confidence, competence, and content to drive customer value and revenue results.

Who doesn’t love a success story? Every year at Forrester’s B2B Summit North America, our sales research team presents new and exciting research, topped off with a captivating B2B Program Of The Year Award presented in a fireside chat with a Forrester analyst. For 2023, our B2B Program Of The Year Award session will include […]

For over two decades, Forrester’s B2B Summit has attracted and educated leaders in sales, marketing, product, and customer engagement disciplines, furthering their professional development and “what it means” around everything from corporate alignment to generative AI. When 4,000 delegates gather again this June in Austin, they’ll be choosing from 111 sessions within nine tracks to […]

What does a help desk, or similar functionality, look like for enablement teams?

Competencies, culture, and compensation — find out where you should invest your sales enablement budget in the year ahead. Read highlights from our new report, Planning Guide 2023: Sales Enablement.

Sales enablement automation (SEA) solutions equip sellers with personalized training and content to effectively engage with and meet the expectations of increasingly digital-first buyers. Over the past decade, these solutions have evolved and empowered B2B revenue teams to: Optimize sales processes. Break down organizational silos. Shorten time-to-competency. Measure the impact of enablement programs. These technologies […]

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 […]

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 […]

Using game elements and techniques to motivate sellers can net short-term benefits. But it won't necessarily build the competencies that drive long-term results.

Sales enablement can often be a squirrelly thing to quantify. For starters, most practitioners are compensated via the same mechanisms — quota attainment, deal size, sales cycle — that are deployed to reward just about everyone in the direct sales hierarchy: leaders, coaches, overlays, managers, and, of course, the reps and partners they support. But […]

Two recent major acquisitions are part of a larger trend that reveals what sales enablement leaders have come to want and need.

Mergers and acquisitions and other major changes can place enormous pressure on frontline sales organizations. Learn when the strain becomes too much in this B2B Summit session preview.

Pretty soon, we’re going to start booking business travel again. After the initial endorphin release, how much will we have learned from selling in a work-from-home world?

If 2020 has taught us anything, it’s that change is exceptionally hard for many people. The best sales enablement teams excel at change management.

Many sales leaders employ, tolerate, and enable high-maintenance sellers, because such reps yield a final product we value. But is this sustainable?

Most B2B organizations invest significant effort in customer feedback via customer advisory boards, but many fail to consider the same kind of insight from their internal sales team. Sales advisory councils represent a valuable opportunity for organizations to collect vital sales feedback on major strategic initiatives and identify any broad sales issues that must be addressed. Forrester’s own council is a textbook definition of how high-performing sales teams leverage a sales advisory council.

• Far too many sales asset management (SAM) technology purchases are treated as a project, not a lifestyle
• The result is disappointed sales enablement leaders who miss the ROI potential of their deployment
• Organizations that best leverage their SAM environment reap the most long-term benefits