Sales Enablement for 2021: Where Customers and Tech Collide


By now the term “sales enablement” is no longer something new to the industry. In fact, it has long been viewed as a series of organization-wide pro- cesses and protocols that equip your sellers with the best tools and technologies needed to achieve efficiency and drive business growth.

Recently, though, the concept of sales enablement has evolved. With the ever-changing tech landscape and consumer habits continuing to shift digitally, sales enablement now requires a more flexible approach. Instead, sales enablement should now be considered a constantly present mindset among your leadership team – one that requires routine evaluation and recalibration. Now that we’re solidly in the new

year, consider these five ways to set your organization up for sales enable- ment success in 2021 and beyond: Focus on buyers. Relationships begin and sustain any business – so it’s important to understand how to develop deeper, more meaning- ful connections with your prospec- tive customers, stakeholders, and

partners. Tech advents in the sales enablement space allow companies to better customize decks and collat- eral. Instead of filling a void, however, this paradigm allows companies to develop deeper, more meaningful relationships with buyers. Don’t stop learning. View sales en- ablement through the lens of report- ing and analytics. Your most savvy customers will continue to thrive in this digital-first environment, and the infor- mation that can be gleaned from their success will be valuable to your own systems and processes. Check in on your customers during this time, taking note of who stands head and shoul- ders above the crowd. Study their strategies and tactics to discover best practices, tips, and essential business hacks. Learn from what you see. Imple-


ment it within your own organization where it applies. Give your undivided attention to those doing it best. Take enablement company-wide. By thinking of “enablement” as a sales- only strategy, you risk undermining all the hard work being done across your business. Sales enablement has be- gun to evolve into “revenue enable- ment,” with organizations requiring all hands on deck to drive revenue. Op- timize your buyer experience by en- abling employees in all departments at every stage of the B2B customer journey. Building a consistency of messaging and seamless interactions across systems will instill confidence in your clients – which will do a lot of the heavy lifting for your sales team. Align budget with expectations. To get the most out of 2021 and future years, you’ll want to make sure your budgeting is consistent with your plans for 2021. Expect to continue to rely heavily on technology. Ensure that, when you invest in new tools and software, they are implemented across your organization. Don’t think of ROI in this case as instant gratifica- tion, but as an exponential payoff that will cascade through all levels of your company and nourish your business. Use metrics to drive decisions. With your increased reliance on technol- ogy, data-driven decision making should become your modus operandi moving forward. Extract the data your technologies gather to make well- informed, strategic business deci- sions around your sales enablement processes. In the years ahead, an organization will only be as strong as the tools it uses to capture informa- tion that leads to actionable insights. Data is the new king. 

A former SVP of corporate communica- tions for the NHL’s Tampa Bay Lightning, Angelina Lawton has combined her pas- sion for sports, branding, and technology to become founder and CEO of Sports- digita, which partners with more than 400 clients across professional sports and enterprises with its interactive presenta- tion platform, Digideck.

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