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TV Expert Interviews / For Sales Pros / Nov 12, 2021 / Posted by Bob Britton / 1024

What Sales Enablement Is and What It’s Not (video)


In this Expert Insight Interview, Bob Britton discusses what sales enablement is and what it is not. Bob Britton has been in sales, sales enablement, learning, and development for more than 25 years. He is a Navy veteran, so his military leadership experience and his MBA provide a unique and accurate perspective on the current and future needs of our complex and rapidly changing business environment.

This Expert Insight Interview discusses:

  • The definition of sales enablement and what it means to different organizations
  • How to align with your buyers’ purchasing process
  • How to enable your “champions” to sell for you within their companies

Sales Enablement

If you asked ten different companies what sales enablement was, you would likely get thirteen different answers. This is because it is usually defined based upon the problem that the given company is facing. If they’re in the process of hiring, it might be related to onboarding. If they are trying to get a new piece of technology rolling, it might be related to sales operations, etc.

In the broader sense, sales enablement is about looking for friction impeding top-line revenue growth and fixing it.

Aligning with the Buying Process

We hear people in sales often talk about aligning with the buyers’ purchasing process. However, if your buyer doesn’t have a process, or if they’re just as confused as you are, there’s nothing to align with.

This type of situation puts the ball in your court and forces you to think about helping the buyer find that process and acknowledge that they may not be as organized as you think.

Enabling your Champions

An important thing to remember during B2B interactions is that the people you’re selling to are usually not sellers themselves. This means we’re not selling to salespeople but budget holders, technicians, project managers, etc.

In this type of situation, you have to expect that your message will be lost in translation on its way to the decision-makers. You must enable your “champions” to sell for you internally and carry the same message throughout the organization so everyone is always on the same page. Otherwise, every decision-maker will hear a different message, and it will get diluted.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Bob has been in sales, sales enablement, and L&D for more than 25 years. A Navy veteran, his military and corporate leadership experience, along with his MBA, provide a unique and accurate perspective on the current and future needs of our complex and rapidly changing business environment. Bob builds and leads teams which focus on sales optimization, cross-functional knowledge management, systems integration, organizational development, leadership development, coaching, performance improvement, and paradigm alignment.


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