Vision Report

Sales Enablement Defined

Sales Enablement Is The Bridge Between Go-To-Market Strategy And Tactical Execution

August 4th, 2010
Scott Santucci, null
Scott Santucci
With contributors:
Eric G. Brown , Bradford J. Holmes , Daniel Feldman , Katherine Shao


Tectonic forces are at work transforming business relationships away from their traditional dependency on products and services toward a focus on business outcomes and results. Inefficiencies noted within a sales organization are only early warning signs. Left unchecked, these flaws and frictions will eventually wreak havoc on balance sheets. Vendors that understand the fundamental changes at play will evolve their business models to be more holistic and customer-centric and will enjoy higher margins and increased differentiation in the marketplace. Those slow to respond will be relegated to commodity supplier status and forced to drive massive costs out of their selling model to remain cost-competitive and to protect eroding margins. Sales enablement is an emerging, cross-functional discipline designed to bridge the gap between strategy and execution and to accelerate the transformation into a new selling model.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.