The Role of Sales Enablement in the Enterprise

Anadelia Fadeev June 27, 2016

Last week we had the pleasure of hosting another event at our office here in San Francisco. This time around we wanted to explore the role that sales enablement plays in the enterprise space, especially when it comes to ramping reps and driving incremental revenue.

We wanted to learn from the best and what better way than to have a rockstar panel with Daryl Spreiter, Sr. Director, Global Enablement at Salesforce.org, Roderick Jefferson, Head of Global Enablement at Oracle Marketing Cloud, and Mark Birch, Founder of Enterprise Sales Meetup.

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Daryl, Mark, and Roderick stayed after the event to network with attendees.

What exactly is sales enablement?

According to research firm TOPO, “[s]ales enablement is the process of providing the sales organization with the information, content, and tools that help salespeople sell more effectively”.  It’s no wonder that leading companies such as Oracle and Salesforce are putting a lot of emphasis and investment on this important role.

“Without Sales Enablement we’re just flying by the seat of our pants” says Mark Birch, who has been in sales for over 20 years, “it’s a huge differentiation in your success as a sales professional.”

But the basic definition of sales enablement varies depending on the company, Roderick who leads the design and implementation of worldwide enablement programs at Oracle says:  “We’re not IT, we’re not training, what we do is drive incremental revenue and rep ROI.”

“Enablement is an umbrella term” says Daryl whose main goal at Salesforce is to ensure all customer facing organizations are well-equipped with the right content, training and knowledge. “What [enablement] does is own a lot of programs whether they’re training or bootcamp or new hire or continuing education…. We really harness or marshall resources in the company to their maximum potential and then turn them into sales training machines.”

While Sales Enablement professionals are not subject matter experts in all fields, their expertise lies on knowing where all the internal resources are and how to best utilize them. “What I’ve learned is what we do is enablement with a capital “E” says Daryl, “It’s the enablement owner in the company, but everyone has an enablement function, a lowercase “e” in their position in their role”.

How do you ensure your sales enablement program is successful? Daryl recommends engaging salespeople throughout their entire lifecycle of learning. Roderick reminds us that “Enablement is an ongoing occurrence, not a single event.”

Don’t Miss the Opportunity to Learn from the Best

Catch the entire event on our on-demand video below, and tweet us your comments using the hashtag #ToutLive.

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