Welcome to the Inside Sales Enablement Podcast, Episode 20
Since starting the podcast, the guys have gotten a lot of feedback from listeners who've built more advanced functions. These listeners have one thing in common... they all are using the "old Forrester sales enablement" definition Scott authored in 2008 and peer-reviewed by Brian and published for Forrester clients in 2010.
In 2017, acting as the President of the Sales Enablement Society, Scott sponsored work by enablement professionals to bring together: analysts, academics, practitioners, and vendors to create a common definition that was published and shared at the first annual sales enablement society conference.
Yet, here we are in 2019 and Forrester has not only a new definition of what sales enablement is - but also Sirius Decisions' definition to rationalize. Gartner is talking about "buyer enablement" and "sense-making" while CSO insights have narrowed the focus to be about enabling the sales force. Meanwhile, marketing has moved into their own versions of helping "sales" by advocating: content marketing, account-based marketing, and growth marketing.
The guys think this has gotten out of hand and have decided to become far more definitive. In this episode the guys:
1) Highlight the key enabler that propelled accounting into the finance department and the rise of the CFO
2) Contrast the similarities between finance and the sales enablement space
3) Outline the drivers that exist in the economy that point to a huge gap between strategy and execution
4) Discuss the purpose of sales enablement is to bridge that gap
5) Observe the only way to solve that problem is to do it cross-functionally
6) Review the basic pillars of what should be in the scope of a department tackling the strategy/execution gap