Effective Sales Enablement: Achieve sales growth through collaborative sales and marketing

by Pam Didner

Sales enablement is a proven system for increasing revenue and productivity by creating integrated content, training and coaching for the sales function.

Written from a marketer's perspective, Effective Sales Enablement goes beyond sales training and development. Pam Didner presents fresh thinking and creative approaches to improve sales enablement strategies, processes and programmes. Using case studies and examples from well-known brands such as Cisco, Oracle and Google, she provides a blueprint for any organization wanting to create a sales enablement function which will, in turn, accelerate revenue growth.

Effective Sales Enablement shows you how
- Understand trends that impact sales professionals and how to take advantage of them
- Become a better marketer with creative ideas on how to support sales
- Integrate sales elements into select marketing programmes - and vice versa
- Assemble a first-class sales enablement team
- Leverage technology to better integrate sales and marketing

256 pages, Paperback

Published October 30, 2018

Reviews

[Ginger]

I was fortunate enough to have been given an advanced copy to read and I've been posting on many social media sites since I finished it.

This is one of the better books on sales enablement and a great read for any marketeer!

One of the key questions is: Is sales enablement a role or a task?

It's a tricky question because the answer depends on the organization’s size, sales support structure, the maturity stage of the sales team and the skills of individuals across the various teams comprising sales and marketing. Pam created usable outlines to help us, the marketers/readers, execute her suggestions. Instead of simply saying “marketing and sales should use the same messaging framework,” she broke down the key components of a typical messaging framework and defined them so that readers could begin creating their own. Pam uses this approach throughout her book, providing solid examples of what marketers can do to better support the sales team.

I definitely recommend this book for all my "marketeers"!

[Abby Adams]

Pam does an amazing job of illustrating the entire sales enablement landscape from high level to executable details. I feel like there are 10 of my team members I should share chapters with but because of the breadth of information covered is hard to be completely relevant to any one audience. This is exactly what Pam speaks to in terms of where she's enablement lives - it's somewhere in between sales and marketing and not owned by any one function.