B2B Sales Enablement: Marketing Driven Approach
The Sales Enablement organization’s mission is to improve the capabilities of the B2B sales team.
However, sales enablement organizations can’t “do it all.” Hence, they need to help from the marketing and product management organizations to succeed in today’s dynamic marketplace and deliver on the organization’s critical need to execute better in the market.
Sales enablement, marketing, and product management teams are like a puzzle…
When adequately joined, they create selling impact that is greater than the sum as separate teams. The puzzle pieces don’t always fit together, creating execution disconnects and misalignment that short-changes the sales team the most.
Marketers typically don’t focus on metrics that directly contribute to sales success (sales enablement does).
However, measuring its contribution to sales success is one of the most direct ways marketing can succeed, and interlock with the sales enablement team can help.
Product management teams know the solutions and value propositions intimately, yet they often aren’t brought in to the marketing or sales enablement conversations.
