Introducing The Sales Communications Process Model

Forrester’s Sales Activity Study showed that B2B sellers spend more time processing internal communications and email than they spend on a number of other higher-value activities such as account or opportunity planning. Additionally, B2B sales leaders and enablement teams are increasingly aware of the insights and opportunities that they miss by not prioritizing the other half of the sales communications equation — listening to and advocating on behalf of sales. Together, these ideas lead to the need for enablement teams to focus on sales communications and work to minimize seller time devoted to processing communications, and also to establish reliable, structured channels for reps to provide valuable feedback. This report offers a framework for enablement teams to better manage message delivery to, and advocacy on behalf of, field personnel.