There’s a lot of devalued sales jargon out there, but the phrase that makes me wince the most is “sales enablement.” First, it’s misleading — there are lots of things that equip sales people to close deals, but when people say “sales enablement” they usually mean content, portals, playbooks and on-boarding. That only “enables” part of the sale.
Second, even when that limited scope is considered, most companies are abysmal at managing it. Too often, marketing provides content only when its absence starts to derail deals and cost money.
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