By Megan Virtanen (@MichiFinn12)
Sales leaders in Europe: How do you see the role of sales enablement in your organization?
In the United States, the percentage of companies investing in a dedicated sales enablement function has increased from 19.3% in 2013 to 32.7% in 2016 (CSO Insights). A notable jump that clearly demonstrates continued growth. But as a sales leader outside of the US, where sales enablement isn’t always seen as a critical function, when and where does sales enablement fit into your organization and how does it impact your bottom line?
More and more companies dedicate resources to optimizing sales team efficiency and effectiveness. But how sales enablement is defined and designed is unique to each organization, and it can also vary from country to country. Sure, you can look to the US for guidance, but US insights aren’t always one-size-fits-all to the country-specific nuances your sales org faces.
When thinking about how to increase sales results and productivity and assigning ownership to that initiative, you likely default to bucketing it into the sales org, right? Is that the right approach? Is there a right approach? Can sales enablement be seen as a way for all functions of an organization (sales, sales ops, marketing, finance, HR) to enable sales and therefore impact the bottom line? Do you fully understand where the gaps are in your org and how enablement can meet the needs of your sales teams and drive revenue? Or even where it needs to go from there?
So as a forward-thinking sales leader in Europe, what are your thoughts on some of these questions? How will you be focusing sales enablement efforts in the back half of 2017 and into 2018? If you are one of the lucky few who have sales teams crushing it year over year and a clear direction for the future, awesome! However, if you think your team could use help with determining who to target, how to proceed, and ultimately, how to be successful, take this opportunity to contribute your experience!
With your insights and data, CSO Insights (the research division of Miller Heiman Group, Inc.) can help you further understand how Sales Enablement is evolving in Europe and provide you with best practices for ensuring Sales Enablement has the best possible impact on your sales results.
Interested in contributing? Join the 3rd annual CSO Insights Sales Enablement Optimization Study!
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