Salespeople are renowned for their resistance to change. But for the sake of sales success, change they must. Associate Director, David Batup explains.


“There are lots of definitions for ‘sales enablement’ (SE). The most succinct I have found is provided by Jeff Ernst,1 who says: “Sales enablement is about ensuring your salespeople can have the valuable conversations that help buyers advance through their buying process.” However you define it, all SE implementations have four elements to them — people, process, content and technology. In this article I explore how too much focus on the solution (process, content and technology) and not enough on the people who will use SE initiatives leads, at best, to not fully realising the expected benefits or, at worst, to a failed programme, wasting time, effort and money and causing unnecessary disruption to the sales effort.”


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