Gartner Research

Add Situational Awareness as a Core Element of Your Sales Enablement Program to Drive Revenue

Published: 02 January 2019

ID: G00381407

Analyst(s): Alastair Woolcock


B2B TSPs too often use a linear sales process, creating friction with how customers want to buy. Technology product marketers must adapt their sales enablement programs to become more customer-driven and situationally aware, and use data analytics to reduce buyer friction and drive revenue.

Table Of Contents


  • Focus on the Buying Rather Than the Selling Process
    • Remove Friction by Enabling Sales With DIS and MDM Data Analytics Strategies
    • Use a Prescriptive Sales Approach to Guide the Buyer
  • Uncover Insights Into the Customer’s Situation
  • Use Steps and Tools to Develop a Situational-Awareness Capability
  • Teach and Reinforce Situational Awareness Through Training
  • Summary: Leading Technology Product Marketers Will Enable Ideal Customer Situations Through Their Sales teams

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