Sales Enablement Service

There are fundamental changes happening to the way B2B buyers want to buy, and sellers need to know how to meet these new expectations. Although there’s been an explosion of innovation around technology that can help sellers, sales enablement leaders must harness that innovation strategically to be successful.

Through in-depth research, data, proven frameworks, and expertise, Forrester helps sales enablement leaders leverage technology and build processes that ensure reps are equipped with exactly what they need to maximize every interaction with buyers.

Maximize Every Buyer Interaction

Deliver Value On Time

Ensure sellers have relevant internal and external content for each stage of the buyer’s journey precisely when they need it.

Attract And Develop Sales Talent

Support the hiring of quality sales talent and ensure initial and ongoing training opportunities are in place to fulfill their potential.

Streamline Communications

Keep sales teams informed, engaged, and productive with a strategic process that encourages feedback.

Key Priorities

As a sales enablement leader, you can put the expertise of Forrester SiriusDecisions research services to work. You’ll find in-depth data paired with usable frameworks, analyst access, and signature research on your top priorities, including:

  • Sales asset management
  • Talent acquisition support
  • Sales onboarding
  • Ongoing learning and development
  • Sales communications and rep advocacy
  • Sales methodology
  • Sales enablement roles, responsibilities, and structure

Available Research

Types of research available through the Sales Enablement research service:

  • Frameworks and methodologies: Take guided strategic steps toward higher-revenue alignment within the marketing division and across the business ecosystem using best-in-class models and blueprints.
  • Tools and diagnostics: Leverage interactive tools and templates to enhance your processes and accelerate decision-making.
  • Research briefs: Read concise synopses of executive-level sales, marketing, and product issues.
  • Core strategy reports: Review complex sales, marketing, and product issues in depth in a white-paper format.
  • Buyer insights: Examine the buying data of more than 30 unique B2B personas. Gain quantitative and qualitative data on how they prefer to buy, receive information, and interact.
  • Role profile: Find job descriptions, competencies, and success metrics for marketing, sales, and product roles.
  • Select practice: Discover successful initiatives, solutions, and best practices from peers.

Premium Inquiry

Forrester SiriusDecisions analysts are past practitioners and experts in their fields. Each analyst brings this unique knowledge and background to help you vet ideas, validate direction, and talk through decisions. Each premium analyst inquiry includes:

  • 50-minute discussion
  • Personalized advice
  • Actionable next steps

Looking for more time with experts?
Get help to execute on your B2B transformational strategies through a consulting project.

Our new sales messaging has empowered our reps to engage high-level buyers according to the buyer’s organizational and functional needs.

Director of global sales enablement and development programs
large technology company

Research Spotlight

Sales Enablement Measurement Model​

The Sales Enablement Measurement Model connects tactical sales enablement activities to business-level impacts. The model helps sales leaders identify impact results – using adoption, quality, and activity metrics – to determine what enablement must do differently to achieve better outcomes.​

Featured Insights


Sales Leaders: What Happens When We All Get To Travel Again?

Peter Ostrow 2 days ago
Pretty soon, we’re going to start booking business travel again, but after the initial endorphin release, how much will we have learned from selling in a WFH world? In his latest blog post for Forrester, Peter Ostrow shares his thoughts on how sales leaders can find the right balance of the “next normal.”
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Marketing Leaders, Tell Your Buyers The TEI Investment Story

Stephanie Slate February 10, 2021
Companies still rely on their B2B marketers to convince buyers their technology is worth the investment. So, what type of strong, persuasive content can marketers create that’ll enable sales teams to get buyers over the finish line?
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Confessions Of A Former “Charterless” Sales Enablement Practitioner

Jennifer Bullock December 17, 2020
Without a charter, sales enablement leaders run the very real risk of being in the position of having to solve problems as they arise with no real scope, strategy, or sense of priority. In her latest blog post for Forrester, analyst Jennifer Bullock shares why a sales enablement charter is key to success.
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Let’s discuss your goals and how we can help.

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