As we continue to fight the Covid era, it has become more than mandatory for businesses to go digital and has pushed most businesses to expand their virtual footprint. 

Gartner believes that 60% of B2B sales organizations will transition from intuition-based selling to data-driven selling by 2025.

As everyone is catching up with this, it makes sense for the revenue teams to be more data-driven to be customer-centric. 

Well, businesses have already started to adopt new technologies that “enable” their “sales” with data because it is indispensable to understand the market scenarios and buyer’s needs with data to craft a strong messaging and positioning. 

So, here comes sales enablement.

What is Sales Enablement?

It is a relatively new term and has been gaining momentum that companies have started to embrace sales enablement as an individual function to empower sales and marketing teams. 

Sales enablement is the process of equipping the salespeople with the right information and resources at the right time to capture and engage along the buyer’s journey.

Simply put, the idea of sales enablement is to help market-facing teams to improve their productivity and strengthen their opportunity pipeline. And hence, the ownership of sales enablement often lies with both marketing and sales. 

As enhancing productivity can come from various approaches, sales enablement is also multifaceted.

Facets of Sales Enablement 

From content management to market intelligence, sales enablement is broad. However, as it turns out, modern sales enablement focuses more on information and the ability to act on information. And the true potential of  “information” lies in how much we can dig data to find our moat. 

Approaching Sales Intelligence via Market Intelligence

Most of the sales enablement tools feed you with static lead information that doesn’t bridge the knowledge gap about the highly dynamic market scenarios that impact your sales. They often fall short, and sales invariably become a shot in the dark. This is the reason why sales intelligence must be seen from the lens of market intelligence. 

So, How Intelligent is your Intelligence?

Often there comes a question of how good is intelligence. At its best, intelligence entails a comprehensive ability to connect all the dots, to unravel all the information to provide actionable insights. So can an ordinary intelligence do this? 

To know more, head to TechMediaToday where this article was originally published.


Krithika is a strategic product marketer and drives product success right from ideation-MVP-growth. She loves to explore the reason for the human condition. Outside of work, you can spot her enjoying the sound of waves washing up on the shore or can be found strolling around with her furry friends.

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