Gartner Research

Tech Go-to-Market: How to Establish a Sales Enablement Program

Published: 18 April 2018

ID: G00347735

Analyst(s): Michele Caminos, Derry Finkeldey


Many tech providers acknowledge that they are struggling to keep their salespeople on target and on message. To improve sales performance, technology product marketing leaders in emerging providers should implement and structure a sales enablement program that will scale with their business.

Table Of Contents
  • Key Challenges


  • Buyer Expectations in the Sales Process Are Increasing
  • Generic Sales Interactions Impede Growth
  • Sales Enablement Is a Critical Competency in Driving Revenue and Growth


  • The Foundation of a Successful Sales Enablement Function
    • Identify Ownership of the Sales Enablement Effort
    • Identify Who Will Participate, and Designate Responsibilities
    • Design and Implement a Process Flow
    • Revisit Your Sales Enablement Approach Regularly, and Retain Alignment Between Marketing, Sales and Product

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