Note: Sometime ago Jim Dickie of CSO Insights came up with this brilliant infographic describing the business case of sales enablement. This is my attempt to put it together as an article. With his permission, of course.
Before we get into what is Sales Enablement, let’s understand what it is NOT. Well, sales enablement is not :
A strategic, collaborative discipline, aimed to increase predictive sales results. It aims to add value to every customer interaction.
If there was a time that sales were easy, now is not it. Worldwide, the percentage of sales folks achieving plan has fallen from 63% in 2012 to 55% in 2017. The biggest challenge business heads are facing is the question “How can I turn my salespeople as subject matter experts?” Sales reps are no longer seen as trusted resource for information. And the fact that all the information that a prospect needs about a product or service is right there on the internet, it mandates that the sales rep doesn’t come across as ‘talking brochure’ but someone who can be a trusted advisor. Now, turning reps into trusted advisors is too important for the company to be left alone on the salesperson. And that’s the importance of the sales enablement discipline.
Finally, Sales transformation is not doing everything 1-2% better, it’s about doing 1-2 things an order of magnitude better. One has to remember, that this is all about evolutionary change, not revolutionary change.
You can read our previous blog on What is Sales Enablement? An Indian Point of View
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