Viewpoint: Enabling sellers in a hybrid world

As providers and buyers adapt to these changes, the collaboration between content creators, sellers, and sales enablement teams becomes increasingly vital for success.

Key insights include:

• Sales enablement as a team sport: The document highlights the importance of sales enablement as a collaborative effort, where marketing plays a pivotal role in setting the foundation by crafting value propositions and orchestrating the customer journey.
• Hybrid seller role: The emergence of the hybrid seller role, which combines digital and in-person interactions, is identified as a significant trend. This role has gained prominence due to the shift towards virtual engagements accelerated by the COVID-19 pandemic.
• Investment in team selling: Companies are increasingly investing in team selling approaches that integrate marketing, sales, product, and customer experience teams. This investment aims to enhance revenue growth and customer satisfaction by allowing sales teams to focus more on selling rather than administrative tasks.
• Strategic role of marketing: Marketing is positioned as a strategic partner in sales enablement, responsible for developing customer-specific value propositions and insights. However, tactical tasks like quote preparation may not require marketing's involvement.
• Challenges in alignment: Despite the recognized value of marketing, there remains a gap between sales and marketing due to differing goals. Bridging this gap is essential for driving customer engagement and achieving business objectives.

Read the full viewpoint here.