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For B2B Marketing Professionals

Uncovering The Hidden Costs Of Sales Support

Strategic Sales Enablement Is The Path Through Trying Economic Times

April 13, 2009

Primary author headshot


  • By Scott Santucci
  • with Eric G. Brown,
  • Bradford J. Holmes,
  • Ellen Daley,
  • Robert Muhlhausen,
  • Christina Lee

Why Read This Report

Technology vendors are spending, on average, 19% of their selling, general, and administrative (SG&A) costs or $135,262 per quota-carrying salesperson in support-related activities. Few are aware of this enormous amount because the costs are hidden — tucked away in many different budgets dispersed throughout the organization. Corralling these random acts of sales support presents a golden opportunity. By creating a strategic sales enablement program, marketers can drive significant cost savings in the short term, while improving their companies' competitiveness to thrive in the new growth cycle.

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Table of Contents

  • Vendor Belt Tightening Is Targeting SG&A Costs
  • It's Time To Have An Adult Conversation With Your CFO
  • recommendations

  • Five Steps To Building A World-Class Sales Enablement Program

  • Building The Foundation For The Future
  • Supplemental Material