We have to go back to 1999 to credit Aiello and Larsen for pioneering sales enablement, a method to improve the efficiency and effectiveness of salespeople that was catered toward the changing buyer. They preached new selling strategies and consistent selling strategies. The pair spoke of learning customer pains and committing to relevant conversations full of value. They promoted alignment across the organization.
However, although a few organizations rushed to begin implementing their sales enablement strategies, the majority did not really commit until around 2010 and not unnaturally, this is when technology solutions providers also hastily jumped onto the bandwagon. (It has been suggested 15% of technology spend in 2021 will be invested in sales enablement technology.
But what of the future? What will the sales enablement landscape look like in 2021? What impact, if any, will COVID-19 have?
Jonathan Farrington hosted the panel comprising of, David Mattson, Britta Lorenz, Tamara Schenk and Jay Mitchell, all eminently qualified to discuss this significant topic.
