Sales Enablement Is Coming Of Age And Becoming Clearer

These are exciting times for me, Peter O’Neill, as I ramp up my new position here at Forrester.  I must say, my Research Director predecessor was very visionary to use the sales enablement (SE) term at all over three years ago - the first thing I’ve learned is that our sales enablement clients are hardly ever called that .  As Scott Santucci writes in his new report: Clarity Is Key To Sales Enablement Success, “The number of sales enablement positions and interest in the topic have exploded over the past five years, yet many questions remain about what it is or which organization should own it “.  Even at the SE Forum this March, only 25% of the attendees had SE in their job title - other job titles that appear in the attendees list include various marketing positions, strategic roles such as CEO, CIO or chief strategy officer, and even sales management themselves.  Ultimately, we are helping all business people involved in enabling their client-facing employees to have valuable conversations with various sets of customer stakeholders.  I am sure that the attendee list at next year’s Forum will also be mixed: it is early days but I suggest you block your calendar now. Colleague Mark Lindwall  has just published the first of several reports on the topic of sales force development activities such as hiring, training

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