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Rethinking Sales Enablement: Digitized Engagement Drives New Opportunities For Leadership

August 14, 2019


Ask five people to define “sales enablement,” and you'll probably get five different answers. Three of those will center on getting the right content in the hands of sellers at the right point in the sales cycle. But as business consumers increasingly turn to digital content and channels, peers, and third-party experts to investigate and validate decisions, the role of enabling B2B sellers has become radically different than it was even just a few years ago.

In the webinar, Forrester analysts Mary Shea, Lori Wizdo, and Laura Ramos discuss the changing nature of the sales enablement (SE) discipline and the capabilities needed to field a cutting-edge SE program. This analyst trifecta will also introduce individual reports publishing soon in our groundbreaking new playbook and explain how this research can help you develop an SE strategy, organization, and discipline worthy of center stage in the C-suite.

Key takeaways:

  • Learn which competencies and capabilities SE practitioners will need to excel at to calibrate selling motions to buying preferences.
  • Understand key SE technology trends, where you should plan to invest the most, and how to make the business case for that investment.
  • Discover how SE practitioners stack up against Forrester’s five core competencies and what you can do to determine your place on the maturity curve.
  • Learn to create an SE road map to help align cross-organizational teams and translate aspiration into action.

Target audience level: beginner and intermediate

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