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Sales Enablement


Part of why this strategy exists today is due to misaligned sales and marketing teams within B2B organizations. The traditional funnel where a lead is engaged through marketing and is handed over to a sales rep to close is ingrained in our minds. However, 65% of sales reps say they can’t find content to send to prospects. This is the most common complaint of sales teams.

This means either marketing is not sufficiently educating and ensuring lead qualification prior to the hand-off to sales or sales is not adequately leveraging existing marketing assets to continue educating and nurturing prospects into new customers. An aspect of sales enablement is identifying and assessing this breakdown and recommending ways to bridge the gap between the two teams to seamlessly engage prospects through the buyer journey from awareness to revenue.


While marketing is historically viewed as the owner of all B2B demand generation activities, it should be viewed as a shared onus between marketing and sales teams. Sales enablement builds on B2B demand generation by equipping sales with an equally-important role as marketing in generating and nurturing leads.

44% of sales reps give up after one follow-up, yet 80% of closed deals require 5 follow-up phone calls after the meeting. When sales teams have subpar lead follow-up times and an insufficient number of touches, much of marketing’s initial lead generation efforts are diminished. Sales enablement can help establish sales team standards of performance and service level agreements (SLAs) like reducing follow-up response times to increase conversion to close rates.