The study is based on 21 in-depth interviews with professionals across industries. Here\u2019s what emerged:<\/p>\n
Most companies are unfamiliar with the term \u201csales enablement,\u201d even if they perform related activities. Only a few participants\u2014mainly from pharma or tech\u2014recognized the concept or used dedicated platforms like Showpad or Seismic.<\/p>\n
\u201cMany companies don\u2019t know what the hell it [sales enablement] is\u2026 They\u2019re trying to solve these problems, but they just don\u2019t know what it is.\u201d
\n\u2014 Participant 15, VP at a sales enablement software provider<\/p><\/blockquote>\n
2. Revenue Enablement Is the Next Evolution<\/h3>\n
Sales enablement is expanding into\u00a0revenue enablement<\/strong>, which supports all customer-facing roles\u2014not just sales. This shift reflects a broader focus on the entire customer journey and lifetime value.<\/p>\n
\nHow Information Flows to Sales Teams<\/h2>\n
Van Speybroeck developed two frameworks to map:<\/p>\n
\n- Types of Information Shared<\/strong><\/li>\n
- Tools Used to Share It<\/strong><\/li>\n<\/ol>\n
Types of Information<\/h3>\n
Information is categorized by source and target:<\/p>\n
\n- External<\/strong>: Customer observations (e.g., behavior, preferences)<\/li>\n
- Internal<\/strong>:\n
\n- Customer-facing<\/strong>: Product specs, pricing, marketing materials<\/li>\n
- Sales-only<\/strong>: Strategy, performance metrics, sales techniques<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Tools for Sharing Information<\/h3>\n
These fall into four categories:<\/p>\n
1. Digital Tools<\/h4>\n\n- CRM Systems<\/strong>\u00a0(e.g., Salesforce): Track interactions and performance<\/li>\n
- ERP Systems<\/strong>\u00a0(e.g., SAP): Manage product and customer data<\/li>\n
- Sales Enablement Platforms<\/strong>\u00a0(e.g., Showpad): Centralize content, training, and analytics<\/li>\n
- Servers & Shared Drives<\/strong>: Store and organize documents<\/li>\n
- Websites & Apps<\/strong>: Provide self-service access to clients<\/li>\n<\/ul>\n
2. Human Touchpoints<\/h4>\n\n- Informal<\/strong>: Phone, email, WhatsApp, hallway chats<\/li>\n
- Formal<\/strong>: Sales meetings, roleplays, structured hierarchies<\/li>\n<\/ul>\n
3. Physical Tools<\/h4>\n\n- Brochures, Samples, Visual Aids<\/strong><\/li>\n
- Unique Tools<\/strong>: E.g., a \u201cblock box\u201d to visualize sales funnel steps<\/li>\n<\/ul>\n
4. Training<\/h4>\n\n- Initial Onboarding<\/strong>: Ranges from 1 week to 6 months<\/li>\n
- Ongoing Coaching<\/strong>: Often tied to cycle meetings or roleplays<\/li>\n<\/ul>\n
\nCultural and Organizational Factors<\/h2>\nCompany Culture Matters<\/h3>\n
A knowledge-sharing culture is essential. Companies that encourage transparency and learning outperform those that don\u2019t.<\/p>\n
\u201cYou need a culture where mistakes are allowed. Otherwise, people will start keeping information to themselves.\u201d
\n\u2014 Participant 2, Marketing Director, Pharma<\/p><\/blockquote>\n
Generational Differences<\/h3>\n
Younger reps embrace digital tools more readily, while older reps rely on relationships and experience. Both can succeed\u2014but require different enablement strategies.<\/p>\n
\nThe COVID-19 Effect<\/h2>\n
The pandemic accelerated digital transformation in sales:<\/p>\n
\n- Sales Meetings<\/strong>: Shifted to Teams\/Zoom; many plan to keep hybrid formats.<\/li>\n
- Client Interactions<\/strong>: More structured, often appointment-based.<\/li>\n
- Training<\/strong>: Moved online, with mixed results.<\/li>\n<\/ul>\n
Some changes\u2014like digital meetings and remote onboarding\u2014are likely to stay. Others, like reduced face-to-face contact, may revert post-pandemic.<\/p>\n
\nPractical Takeaways for Sales Leaders<\/h2>\n\n- Audit Your Information Flow<\/strong>
\nMap what information is shared, how, and when. Identify gaps and redundancies.<\/li>\n- Invest in Enablement Platforms<\/strong>
\nTools like Showpad or Seismic can centralize content, training, and analytics\u2014especially useful for large or distributed teams.<\/li>\n- Foster a Learning Culture<\/strong>
\nEncourage feedback, roleplays, and peer learning. Make training continuous, not one-off.<\/li>\n- Balance Tech and Touch<\/strong>
\nUse digital tools to enhance\u2014not replace\u2014human connection. Tailor approaches to different rep profiles.<\/li>\n- Prepare for Revenue Enablement<\/strong>
\nExpand enablement beyond sales to include marketing, customer success, and service teams.<\/li>\n<\/ol>\n","protected":false},"featured_media":0,"template":"","research_papers_taxonomy":[],"class_list":["post-4533","research_papers","type-research_papers","status-publish","hentry"],"acf":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/evaluationshub.com\/api-v1\/wp\/v2\/research_papers\/4533","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/evaluationshub.com\/api-v1\/wp\/v2\/research_papers"}],"about":[{"href":"https:\/\/evaluationshub.com\/api-v1\/wp\/v2\/types\/research_papers"}],"wp:attachment":[{"href":"https:\/\/evaluationshub.com\/api-v1\/wp\/v2\/media?parent=4533"}],"wp:term":[{"taxonomy":"research_papers_taxonomy","embeddable":true,"href":"https:\/\/evaluationshub.com\/api-v1\/wp\/v2\/research_papers_taxonomy?post=4533"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}