When we started working with companies to deliver sales enablement services, the term would draw blank faces or be equated to sales training (it still is!). But in the past five years there’s been a huge growth in the recognition of the importance of ensuring that salespeople are supported in the challenge of selling complex solutions.

The danger now is that sales enablement comes to describe a tool, platform or app rather than a process. There are some great tools available to deliver content to the salesforce, but like any other IT solution the tool is only part of the story. Having the correct understanding of the solution, market and sales engagement model is needed to ensure the content is of use. So simply put, sales enablement is the process of ensuring the salesforce, and anyone else touching the customer, is able to sell the specific solution to the specific customer segment.