For a business to succeed, marketing and sales must be integrated. Marketing has evolved from simply providing sales sheets and collateral, to genuinely supporting sales throughout the buying cycle. Sales enablement is evolving as an integral process in aligning marketing and sales.
Sales enablement is a systematic process to help sales reps prepare for prospect and customer interactions, engage effectively and advance sales opportunities.
In another way, “Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system.”
– Forrester Research