Sales Enablement

Sales success — and, by extension, organizational success — rests in large part on sales reps having the skills and knowledge required to execute on sales strategy. Read our sales enablement insights to equip your sales team to achieve and exceed objectives.

Discover how Forrester supports sales professionals.

Insights

Blog

Shift From Manual To Automated Account Planning To Deliver Results

Steve Silver November 13, 2023
I’ve been involved with account planning programs for over 30 years — first as a sales rep, then as a sales manager, then as a sales operations leader, and, finally, as an analyst and advisor. And in all that time, resistance by sellers to the process of creating and leveraging account plans remains high. Why? […]
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Your Company Just Announced Sales Layoffs. What Should Revenue Enablement Do About It?

Peter Ostrow October 11, 2023
Read five suggestions to simultaneously come to the aid of your internal customers and to up your enablement game for the long term.

Grow Your B2B Revenue With Customer Obsession

Stop extracting customer value -- and start creating it. Read our report to learn how to sustain B2B success with a customer-obsessed growth engine that creates buyer value and revenue.

Blog

Improv And Playbooks: Navigating The Unscripted World Of Modern Selling

Jennifer Bullock September 28, 2023
I’m from Chicago, which is known for many things, particularly its rich history with improvisational theater. Improv is a form of theater performed unscripted and created spontaneously by the players on stage, often through an audience suggestion. As a theatergoer, I am amazed at how much knowledge the actors must have to create something from […]
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The Top Five Priorities For A New Revenue Enablement Leader

Peter Ostrow August 31, 2023
The sales and revenue enablement space has seen a wildly dynamic 2023, with many casualties of layoffs impacting the profession but also plenty of new opportunities opening up. At the same time, enablement leaders have had to adapt to changing priorities while continuing to deliver tangible, quantifiable value to the C-suite. If you’re a newly […]
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How B2B Companies Will Win The Competition For Growth

John Arnold July 25, 2023
The competition for growth is fiercer than ever for B2B companies. To win, marketing, product, and sales leaders need to build a growth engine based on three fundamentals that are also simple, powerful, challenging, and achievable.
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Revenue Enablement: Why Forrester Has Made The Change

Peter Ostrow June 5, 2023
Forrester is adapting along with the entire B2B sales space, pivoting from “sales enablement” to “revenue enablement” in describing the discipline of ensuring that all customer-facing roles receive consistent enterprise support so that they have the confidence, competence, and content to drive customer value and revenue results.
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A New Playbook For B2B Sales To Drive Scalable, Sustainable Growth

Mike Pregler June 4, 2023
Sales and revenue leaders need to transition to a systematic approach to growth that prioritizes processes and investments in infrastructure, technology, and insights. Our Forrester Decisions for B2B Sales service is designed to facilitate that transition.
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Digital Sales Rooms: Hype Or Reality?

Anne Slough May 4, 2023
Like other business innovations, digital sales rooms are not a magic wand. Learn what’s needed to capture the biggest benefits — and learn more at B2B Summit North America.
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The Emerging Role Of The Field Sales Coach: A Success Story

Peter Ostrow April 18, 2023
Who doesn’t love a success story? Every year at Forrester’s B2B Summit North America, our sales research team presents new and exciting research, topped off with a captivating B2B Program Of The Year Award presented in a fireside chat with a Forrester analyst. For 2023, our B2B Program Of The Year Award session will include […]
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Forrester Event Content: What Does It Take To Stand On That Stage?

Peter Ostrow April 4, 2023
For over two decades, Forrester’s B2B Summit has attracted and educated leaders in sales, marketing, product, and customer engagement disciplines, furthering their professional development and “what it means” around everything from corporate alignment to generative AI. When 4,000 delegates gather again this June in Austin, they’ll be choosing from 111 sessions within nine tracks to […]
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Want Better Content Performance? Fix It At The Source.

Kathleen Pierce March 20, 2023
Marketing and sales enablement teams often struggle with poor content performance for years because they're not addressing the root causes. Conducting a content inventory health analysis helps pinpoint what's going on with findability, relevance, and quality issues, pull in the right teams to eliminate the problems, and then track the right progress metrics.
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Sales Content Solutions: A Lid For Every Pot

Kathleen Pierce March 9, 2023
The Forrester Wave™: Sales Content Solutions, Q4 2022, revealed a market that has radically expanded its capabilities, truly providing a lid for every pot. Modern sales content solutions (SCS) are multifaceted, highly integrated keystones of the sales/marketing tech stack and are table stakes for most companies past the startup stage. Providers are focusing their innovation […]
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Why Aren’t There More Enablement Help Desks?

Peter Ostrow March 6, 2023
What does a help desk, or similar functionality, look like for enablement teams?
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Take Your TEI Investment Farther With Derivative Assets

Tony Lam January 31, 2023
An e-book is a great way to illustrate and add a bit of color to your TEI content. The digital content focuses on visually representing your TEI results and highlighting your customer quotes in a beautiful and easy-to-browse website-embedded format.
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Sales Kickoff: Four Things The Best CSOs Do Well

Rick Bradberry December 23, 2022
To set the tone for a successful year, sales leaders should make a point of celebrating past-year wins and equipping their teams to be effective in the months ahead.
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Does My RO&I Or Sales Engagement Platform Need To Be Native To Salesforce?

Seth Marrs November 30, 2022
Have you considered buying a revenue operations and intelligence (RO&I) or sales engagement platform? If so, you’ve likely seen vendors touting the benefits of their native Salesforce capabilities. That’s a good thing, right? Most clients I’ve spoken with believe a native application is a positive feature. Vendors know this and look for any opportunity to […]
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The B2B Content Guide: Make Sales Your Ally In Content Marketing

Josephine Phua November 2, 2022
Sales reps play a critical role in streamlining relevant content for prospects. Find out more in our latest blog.
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Sales Tech Innovation Is Declining — And That’s A Good Thing!

Seth Marrs October 27, 2022
From 2020 to 2021, we saw a renaissance in sales technology. COVID-19 forced sellers to work from home, leaving no choice but to adopt new technologies to do their job. In addition, low interest rates provided an almost unlimited supply of funding to help sales technology companies solve this challenge. Investors funneled almost a billion […]
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Role-Based Sales Competency Maps — I Ain’t Got Time For That!

Jennifer Bullock October 4, 2022
Ugh. I get it. When I was a first-time sales enablement practitioner, just the mention of “competencies” made my eyes glaze over and my attention immediately wane. I believed that competency mapping was a theoretical exercise invented by human resources or learning designers to test my last nerve. I was certain that the exercise would […]
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Three Key Areas For Sales Enablement To Focus On In 2023

Peter Ostrow September 1, 2022
Competencies, culture, and compensation — find out where you should invest your sales enablement budget in the year ahead. Read highlights from our new report, Planning Guide 2023: Sales Enablement.
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