30 May

What Is Sales Enablement?

Thomas Barrieau
Director, Sales Enablement Practice
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When Lee Levitt and I wrote IDC’s definition of sales enablement in 2009, it was a new term that would have yielded a lean set of results in response to a web query. Today, sales enablement has become a critical cornerstone of sales productivity (see Figure 1) with web queries yielding pages upon pages of discussion on the topic. Given this growing importance and the investment companies large and small are making in this important function, I partnered with a current colleague, Rich Vancil, to revisit our definition and update is as necessary. Over the course of four posts, I will be sharing the output of that work.