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Key Lessons To Perfect Your Sales Enablement Strategy

Based On The Forrester Wave™: Sales Content Solutions, Q3 2020

October 29, 2020

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As marketers and sellers rely more on digital means to meet buyers’ changing expectations and to engage at a pandemic-induced distance, your ability to prep sellers to be more effective in front of customers is now essential. Even when the crisis eases, digital will continue to provide more engaging ways to interact with buyers, deliver the relevant, relationship-oriented experiences they crave, and substantiate your brand promises and stories in a more personal, customized way.

Seller interactions — synchronously at a distance, asynchronously, or in-person — remain an important source of information and value when making complex or costly business purchase decisions. Whether your go-to-market strategy is focused on a relatively few, high-value accounts, enriching current accounts, breaking into a new market, or growing across specific industries or segments, you need your sellers to validate your brand and message with every interaction.

Investment and use of sales enablement automation has spiked during this pandemic. Sales content solutions in particular allow sellers to access, personalize, and share content efficiently with buyers while the rich analytics and comprehensive workflow increase marketing and sales collaboration and effectiveness. Marketers benefit from knowing how buyers interact — and at which stage in the purchase process — with the content they produce, making future content production more relevant, effective, and impactful.

Forrester recently published our 40-criteria evaluation of the nine most significant sales content providers. We also learned more about how marketers use this technology and the state of the market along the way. In this webinar, vice president and principal analyst Laura Ramos shares new insights gained from this process to help marketers understand the specific use cases and benefits of using sales content technologies to make buyer/seller interactions more dynamic and engaging.

Key takeaways:

  • Understand how the current state of sales enablement automation (generally) and sales content solutions (specifically) will enhance marketing practices in 2021 and beyond.
  • Identify which of the four use cases best fits your current and future sales enablement needs while making your content more effective in front of buyers.
  • Explore the future of sales content technologies in creating an end-to-end customer experience that differentiates your brand.

Target audience level: intermediate

Vendors mentioned: Accent Technologies, Bigtincan, ClearSlide (a division of Corel), Highspot, Mediafly, MindMatrix, Pitcher, Seismic, and Showpad.

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