Enabling Sales Generated Demand

January 1st, 2018

Mike Pregler

Summary

In B2B organizations, three key ingredients — sales enablement, sales operations, and marketing — must combine to enable sales reps to generate demand (see Sales Generated Demand Framework: A Forrester Introduction). As with any enablement effort, the ultimate goal is to maximize reps’ productivity with two levers: efficiency and effectiveness. In this report, we outline what sales enablement, sales operations, and marketing should do to provide the knowledge, skills, and assets needed to maximize prospecting productivity during each of the five stages of the sales generated demand process.

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