Trends Report

Brief: Sales Enablement Automation Needs A Platform

The Space Between Marketing And Sales Force Automation

January 6th, 2016
Steven Wright, null
Steven Wright
With contributors:
Peter O'Neill , Jacob Milender , Tyler Thurston


In the age of the customer, managing and improving the customer experience is key to maintaining loyalty and increasing revenue whether you're business-to-consumer (B2C) or business-to-business (B2B). The challenge for B2B is optimizing those segments of the customer journey that are least able to be digitized because they are person-to-person — such as how and when sellers engage and interact with buyers. As customer relationship management and sales force automation solutions broaden their control of sales operations and customer data, sellers are still feeling squeezed in numbers and pressured by heightened expectations. With customers in control and selling becoming more complex, there is a strong need to define what is required for an effective sales enablement (SE) platform that can help optimize the sales conversation to meet buyer expectations.

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