May 30, 2022
May 30, 2022
Contributor: Jordan Turner
It allows you to provide buyers and sellers with a seamless, more effortless experience.
In short:
Evolving B2B buyer preferences and selling processes are driving companies to increase alignment between customer-facing functions. Disjointed messaging and operations across sales, marketing, service and other customer-facing roles create barriers instead of growth. Plus, the increasing number of customer touchpoints means different functions are working against different KPIs, which causes chaos and poor performance.
To combat this disruption, sales leaders must expand enabled roles, prioritize end-to-end revenue metrics and technology, and centralize enablement support. The solution? Revenue enablement.
Download now: How to Build an End-to-End Revenue Enablement Strategy
“Revenue enablement connects enablement efforts and uses shared technology, tools, data, analytics, processes and KPIs to reduce the complexity of the modern sales ecosystem,” says Doug Bushée, Senior Director Analyst at Gartner. “It provides buyers and sellers with a seamless and more effortless experience.”
Revenue enablement expands sales enablement’s purview from sales-only to supporting all revenue-generating channels and customer-facing, revenue-generating roles. It leverages revenue technology and uses data and analytics throughout the entire customer journey to create and improve enablement efforts.
Download now: Guide to Motivate and Retain Your Sales Team
While sales enablement focuses on only the sales organization, revenue enablement is about improving workflows within all customer-facing functions in service of streamlining the purchase process. This includes ensuring those involved in the entire revenue life cycle have the training, content and tools to be successful. Those roles include:
There are three main advantages to transitioning to a revenue enablement model:
A well-designed revenue enablement organization includes two key areas: role-focused program management and production-focused enablement operations.
Role-focused program managers are enablement generalists responsible for supporting specific roles within the business (that is, SDRs/BDRs, direct sales, presales, indirect sales and customer success). Their specialization is in the domain expertise of what is required to succeed in the roles they support, and they are responsible for tailoring enablement programs to the needs of those roles.
This group has the skills to power enablement programs at scale using technology.
Connect with the leading CSOs and sales leaders to get the latest insights on sales technology, sales enablement and more.
Recommended resources for Gartner clients*:
Quick Answer: What Is Revenue Enablement?
Revenue Enablement Is Key to Reducing the Complexity of the Modern Sales Ecosystem
*Note that some documents may not be available to all Gartner clients.