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Sales Enablement Practices and Trends 2012 Survey Report. In response to changing buying behavior, marketing is using thought leadership to generate and nurture leads. However, sales is still promoting offerings and capabilities. The sales force is challenged to communicate thought leadership insights and points of view. Marketing and others responsible for sales enablement must teach sales to how to use thought leadership in selling to open doors and nurture relationships.
Based on the results from our online survey, ITSMA has defined four critical success factors that will enable sales:
Tight marketing and sales alignment
Training on how to use sales tools and thought leadership content
Pursuit support and sales “concierge” services
Formal processes to measure effectiveness, gather feedback, and adjust as needed
This report, Enabling Sales: Four Critical Success Factors, gives details on each of these success factors, as well as information on the best practice model ITSMA has created for sales and marketing alignment.
Online web-based survey
Survey invitations were emailed during March 2012 to ITSMA member and select non-member companies
35 representatives from 30 companies responded
ITSMA analyzed the data three ways:
Comparison to the ITSMA Survey: Sales Enablement, August 2009
Company type (sells products and services vs. primarily services)
Sales enablement performance (high performers vs. average or below)
Note: High performers reported that their sales enablement programs are having a significant impact on sales performance.