Sales enablement was identified as the #1 trend in B2B Marketing’s 2023 trend tracker research – and in the context of fluctuating economic headwinds and associated uncertainty, that’s hardly surprising. But although it’s great for marketing to be in demand by the sales team, are marketers actually getting sales enablement all wrong? Is there more to sales enablement than just another same-old content asset, or bottom-of-the-funnel gimmick? Is it, in fact, an opportunity for marketers to think more strategically about added value throughout the funnel? And if so, what does that look like?

These were some of the questions that were addressed by members of Propolis (B2B Marketing’s community intelligence platform) in our spring swarm to address a pressing issue facing the industry. In this session, we’ll reveal why marketers need to rethink sales enablement to achieve its true potential, and how to maximise the impact of both sales and marketing teams. And we’ll reveal how to make this happen, with practical tips and lessons from the real world of best in class sales enablement.
We’ll discuss:

• Marketing’s role in enabling and driving new thinking around sales enablement
• How to achieve sales and marketing alignment
• What activities and behaviours to stop doing, and which to accelerate
• How to set realistic goals and achievable objectives
• What to do next, and where to begin