Vision Report

The Future Of Sales Enablement Is Revenue Enablement

Why So Few B2B Organizations Still Limit Enablement Support To Their Direct Sellers

April 20th, 2023
Peter Ostrow, VP, Research Director
Peter Ostrow VP, Research Director
Eric Zines, Principal Analyst
Eric Zines Principal Analyst
Jennifer Bullock, null
Jennifer Bullock
With contributors:
Mike Pregler , Alex Schanne , Justin Ferguson

Summary

The term “sales enablement” is no longer an effective description of how most B2B organizations support their customer-facing roles with the competence, confidence, and content required to deliver a seamless customer journey. As enablement leaders have realized that buyers don’t want to feel like they are being handed off from marketing to sales to customer success teams, they’ve come to recognize that consistently enabling their own team members across these disciplines benefits both customers and employees. “Revenue enablement” more accurately describes this current discipline of enabling all customer-facing roles.

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