Vision Report

Make The Right Connections With Sales Through Wide Adoption Of Sales Communications Governance

Sales Enablement's Communications Management Initiatives Benefit Many Interlocked Functions

December 7th, 2021
Peter Ostrow, VP, Research Director
Peter Ostrow VP, Research Director
Eric Zines, Principal Analyst
Eric Zines Principal Analyst
Jennifer Bullock, null
Jennifer Bullock
With contributors:
Adam Birnberg , Arianne Burnette

Summary

When B2B functional leaders do not understand or leverage how their sales enablement counterparts manage communications to and from sales and other customer-facing roles, they miss vital opportunities to achieve their goals. Governance for sales communications involves two major disciplines that focus on productivity: delivery, or how to filter, prioritize, and route messages sent to the field; and advocacy, or how to listen to sellers and act on their behalf. In both disciplines, colleagues in product management, portfolio marketing, sales operations, and other departments have multiple avenues available to them to improve their cross-functional initiatives, whether their needs involve influencing buyer-facing interactions, supporting deals internally, or even empowering sellers to succeed.

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