I just finished my new presentation for Inbound 16 on sales enablement and it’s growing importance in successful sales, demand and revenue generation strategies (you are coming, right?). The focus of my presentation is on how sales enablement is crucial to bridging the divide between sales and marketing.
I kind of laugh when I hear people talking about sales and marketing alignment (and, yes, that means I laugh a lot these days). While alignment is certainly not a new issue, it’s prevalence has grown tremendously. It’s become so common, that while everybody agrees that it’s a worthy objective, very few have actually stopped to consider why it’s important.
The answer is actually quite simple. It’s important (and frankly, it’s only important) if predictable and sustainable growth - what we call scaling growth - is an objective. So, it’s a worthy effort.