But what about sales enablement? Is it just one more buzzword used by businesses to try and sell another piece of software that doesn’t actually help salespeople? The short answer is a resounding no. Sales enablement is much more than a buzzword – and it’s here to stay.
The only complication is that it can mean different things to different people, and its definition has changed significantly over the years. Before technology reigned supreme, sales enablement could be defined as anything that helps teams sell better. For example, a comfortable pair of shoes that allows sales teams to move faster and for longer than their competitors. Today, things are rather different.
In the modern world, sales enablement is all about using content and resources in the most effective and efficient way possible, with the goal of helping sales teams complete more sales faster by shortening the buyer journey.
Content that connects
Sales enablement helps to solve many of the key problems that B2B sellers suffer from – namely the fact that there is too much content, and at the same time, rarely the right content when it’s actually needed.