Calling All Sales Enablement Leaders, Wherever You Are: SE Forum 2012

I have the privilege of talking with many of our clients and, surprising as it may sound, many don't have titles that match their real jobs!  Who does these days? Maybe the CFO. So, as we gear up for our second annual Sales Enablement Forum, I want to make sure we don't miss inviting any of our Tech Marketing friends who do a little enablement on the side, or a lot of it as their full-time focus, title or not...

We chose the lead image for this year's Sales Enablement event to grab your attention because we believe you can truly be a HERO to your CEO. But it won't be an everyday task – it will take new skills and strong powers!

Vendor CEOs today want deeper relationships with customers to become their trusted suppliers. And that puts pressure on sales teams – and those who enable them – to cross-sell at higher levels. Is that working?

Our Buyer Insight study found that 13% of executive buyers believe that a salesperson can clearly show they understand their business issues and articulate a way to solve them. When we ask vendor CEOs, "Are you satisfied that your sales force is getting your company to its strategic objectives?" the answer is a resounding "No."

This is the strategy to execution gap that takes up a lot of sales and marketing energy today. It is also filled with well-intentioned but often uncoordinated activity intended to help sales sell.

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Sales Enablement Forum 2012: HEROs In The Making!

We chose the lead image for this year's Sales Enablement event to grab your attention because we believe you can truly be a HERO to your CEO. But it won't be an everyday task – it will take new skills and strong powers!

Vendor CEOs today are communicating strategies that depend on winning deeper relationships with customers. And that is putting pressure on sales teams to cross-sell at higher levels. So how is that working?

Our Buyer Insight study found that on 13% of executive buyers believe that a salesperson can clearly show they understand their business issues and articulate a way to solve them. And when we ask vendor CEOs, "Are you satisfied that your sales force is getting your company to its strategic objectives?" the answer is a resounding "No."

This is the strategy to execution gap that today is filled with well-intentioned but uncoordinated activity all intended to help sales sell.

From within that chaos, an emerging discipline is taking hold. Leaders assigned to "fix the broken things" and their teams are beginning to approach the gap with a new vision and some practical ideas. Making the move from random acts to purpose built plans, and shifting their focus from products and services to customer problems, they are making customer focus a new discipline, not just a catchphrase.

What we are seeing and saying is that it's not about how you go to market, it's about how you go to customer. And if you can get that right, you will be a HERO to your CEO.

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