The notion that storytelling is an important part of the customer creation process is an increasingly popular one. This begs a number of questions for marketing and sales enablement professionals looking to help their sales teams tell a good story: “How can I make our story compelling?” “How can I weave our core messaging into different stories suited to diverse buyers?” “How can I tell our story at different levels of detail suited to various communications streams?”
When IDC first described sales enablement 16 years ago, it was a new and largely unknown term. Since then, sales enablement has grown into a vital component of how vendors empower their sales organizations, an essential component of sales/marketing alignment, and an entire industry in its own rig
In my first and second post on “What is Sales Enablement?” I discussed education enablement and analytics enablement as two of three interrelated sales enablement activities. In this third and final post on the topic (Who am I kidding—this is an evergreen topic, to which we’ll undoubtedly return), we turn to our attention to asset enablement.