Lessons From Forrester's Inaugural Technology Sales Enablement Forum

Something quite remarkable happened in San Francisco this week. Counter to the tectonic norm in this amazing city, sales enablement came into alignment. How so?

Our team gathered with some 250 fellow SE professionals at our inaugural event focused on making those people in the role more successful. Over the course of two days, we talked about what buyers want from tech today, which is not tech but, rather, the end results that tech plays a role in delivering. We heard from George Colony, Forrester's founder, chairman, and CEO, that the majority of tech CEOs he interviewed don't believe their sales teams are keeping pace with their companies' strategic goals.

We learned from Principal Analyst Scott Santucci about outcome selling as a strategy to deliver on buyers' new demands for results, not more stuff. We shared stories about changing the focus of our efforts and investments in supporting sales by starting with customers' problems and using the sales conversation as the key design point. We shared stories about how to build consensus and win executive sponsorship for our initiatives and programs. We shared stories about things we have tried that worked -- and some that didn't. We heard from some remarkable sales enablement leaders, like Marci Meaux of CISCO and David Irwin of Allant Group, both blazing a path of success. In the halls and into the evening, we compared notes, we traded cards and contacts, we learned, and we laughed.

In the end, what was clear to me from both the main stage and the halls is that:

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