Sales Enablement: Planning Assumptions 2021

September 3rd, 2020

Peter Ostrow VP, Research Director

Eric Zines Principal Analyst

Jennifer Bullock

Summary

As planning commences for 2021, the impact of the COVID-19 pandemic is still being felt. Sales organizations need to execute on exceptional buyer and customer interactions from a distance, often virtually. Meanwhile, shifts that are occurring in the way buyers and customers want to engage are disrupting commonly held beliefs about the value human interactions bring to selling motions.

Sales enablement leaders must recognize fundamental changes involving how buyers want to buy and how sellers and enablers need to execute, along with the rapid innovation and convergence occurring in enablement technology. In this report, we define five trends that will affect the priorities of sales enablement leaders in 2021.

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