Planning Guide Report

Sales Enablement: Planning Assumptions 2021

September 3rd, 2020
Jennifer Bullock, null
Jennifer Bullock


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.