Best Practice Report

High-Performing Organizations Embrace User-Centric Sales Enablement

To Drive Tangible Business Results, Strategically Allocate Sales Enablement Resources

February 17th, 2022
Jennifer Bullock, Principal Analyst
Jennifer Bullock Principal Analyst
Peter Ostrow, VP, Research Director
Peter Ostrow VP, Research Director
Eric Zines, Principal Analyst
Eric Zines Principal Analyst
With contributors:
Adam Birnberg , Arianne Burnette

Summary

There isn’t a one-size-fits-all organizational structure for sales enablement. High-performing B2B organizations start by focusing on the people they are enabling, emphasizing empathy and an understanding of their world and their needs. Enablement leaders must ensure that an increasing range of customer-facing roles have the content, credibility, competency, and confidence to deliver a consistent customer experience. To create more engaging buyer experiences, sales enablement must be strategic in how it manages sales talent, content, methodologies, and communications, and sales enablement leaders must use focused program measurement to ensure their initiatives provide business impact.

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