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.
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.