At the beginning of each year I like to reflect on where I’m investing my time - this exercise helps me evaluate whether or not it’s being used in the most valuable, productive and impactful way. In my mind, that’s the best way to set myself up for success.
The more I think about it, the clearer it becomes - strategic communication is an integral part of successful sales enablement. Communication matters in business. And the success (or failure) of a sales enablement function is intertwined with its ability to influence a sales organisation and change behaviour.
The sales enablement industry has taken tremendous strides in recent years, but by most measures, it's still a relatively immature function. While there’s a talented and growing body of practitioners that are doing sterling work to advance the industry and sales performance, for the most part, there’s a distinct lack of standardised sales enablement best practices, planning models and frameworks. This can, must and will change.