Unlike well-established corporate functions such as accounting, finance and marketing, the function called sales enablement is still evolving. Everyone has their own definition of sales enablement. Let’s look at what industry analysts IDC and Forrester have to say.

#1. According to IDC, sales enablement is “Getting the right information into the hands of the right sellers at the right time and place, and in the right format, to move a sales opportunity forward.” – IDC

#2. According to Forrester: “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

In my opinion, sales enablement  is about connecting the dots. Connecting the dots internally and externally to optimise the supply chain behind sales to deliver incremental profitable growth.

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