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What’s Missing From The Sales Enablement Discussion?


Let’s talk for a minute about sales enablement and what’s been missing from this discussion for years.

Sales enablement is all about internal process optimization. Big words, right? According to a recent article on Score More Sales, it basically encompasses everything that has to do with the support system for selling in your company, including “developing strategy, creating assets, reporting, training, measurement, analysis, coaching, cross-functional involvement and on-boarding.”

What sales enablement does, according to the article, is support “the notion that growing revenues in a company is not done just by bringing in sales training and hoping the reps will adapt. It is instead, the creation of an ecosystem that supports enabling selling to happen regularly and methodically.”

OK. So essentially, sales enablement is necessary — in a big company context — for orchestrating people, content and processes. Sales enablement has been around for 15 to 20 years and it is usually has an inter-organizational focus.

But here’s the thing. A critical component has been missing from the sales enablement discussion for years. That missing component is customer centricity. These days, sales enablement is not about tackling the core challenge for most sales professionals, it’s about engaging better with customers.

Engaging with customers is critical. This should be at the core of everything you do as a seller. Most sales professionals still rely exclusively on phone calls and emails to engage prospects, but that’s just not enough in today’s world. You have to employ social tactics as well; we can’t stress this enough. 

The Tellwise Nutshell (TTN): Sales enablement used to be all about optimizing your internal processes, but today the definition has evolved to a customer-centric focus. We believe the time is ripe to move from sales enablement to sales engagement and to focus on improving inter-organizational connections between sales professionals and prospects or customers.

Source: Score More Sales, October 2013

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