To overcome the random acts of sales enablement investment generated by disparate, well-intended groups across the organization, B2B marketing professionals must develop a more holistic approach to better arming the sales force. By using a business-within-a-business model, you can effectively overcome the organizational inertia that results from overwhelming sales teams with deliverables and training and shift to a more service-oriented approach. This report provides the principles required to conceive, envision, design, and begin running sales enablement as a business within a business.