Planning Guide Report

Sales Enablement: Planning Assumptions 2022

September 10th, 2021
Peter Ostrow, VP, Research Director
Peter Ostrow VP, Research Director
Eric Zines, Principal Analyst
Eric Zines Principal Analyst
Jennifer Bullock, null
Jennifer Bullock
With contributor:
Adam Birnberg

Summary

Sales enablement is evolving rapidly as digitally native buyers adapt their preferences for, and expectations of, seller interactions. Enablement leaders must ensure that an increasing range of customer-facing roles have the content, credibility, competency, and confidence to differentiate between these interactions and deliver a consistent customer experience. To create more engaging buyer experiences, sales enablement must rethink how it manages sales talent, content, methodologies, and communications, and ensure its initiatives provide business impact through focused program measurement. In this report, we identify five trends that will affect the priorities of enablement leaders and require more role-specific enablement in 2022.

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