There’s no question that sales and marketing must adapt to the modern B2B buyer’s journey. So much of the purchase process is self-serve, leaving sellers with limited time to stand out from competitors and build relationships with prospects.
Sales enablement leaders may feel they lack the ability to impact the sales outcomes that the business wants to see. But this doesn’t have to be the case.
When it comes to sales enablement there’s no room for complacency. A passive approach to your sales enablement program can risk a negative impact to the bottom line, especially if your competitors are taking a proactive approach to their program.