Just back from a couple days at a Forrester Sales Enablement Forum in Arizona. Lots of very interesting speakers and companies. Main take-away — sales enablement is in the very early stages of development for companies large and small. One key to better sales engagement is the appropriate linking of content and sales conversation to form the overall message. You can go to #FORRForum to see the tweets that came out of the event.
A number of large technology companies talked about their journey from product selling to solution selling. Some are even moving toward the role of a trusted advisor. As one panelist said “we know it is expensive to get close to our customers and compresses margin” but we don’t have a choice. Another attendee who has deep roots in sales enablement said “transforming the sales channel is not an option . . . I am just not sure all companies have the skills or guts to get it going”. Have you ever been to a Forrester Sales Enablement Forum and if so, what did you think?