Customer Core Enablement Post 3 Defining Customer Core Enablement

Published on July 1, 2016

Evolution of Sales Enablement: Customer Core Enablement A Different Take on Building a Customer Focused Sales Culture Post # 3. Defining Customer Core Enablement

This is the third of a series of posts to explore how evolving a Customer Core Enablement strategy could support development of a customer focused sales culture, based on research drawn from Tamara Schenk, Research Director of CSO Insights and a range of publicly available CSO Insights’ studies.

So what is Salesforce Enablement? A salesforce enablement strategy is an integrated plan for achieving enablement goals, i.e. how the salesforce, including sales managers are better equipped and powered to increase sales effectiveness and results, as illustrated.

Source: CSO Insights 2015 Sales Performance Optimization Study

My six Posts consider evolving a Salesforce Enablement Strategy to Customer Core enablement which involves centralised disciples or a team to support and enable better interactions with client and prospect facing people and teams, including their managers to create more value.

Getting to the Customer Core

So, we started this series of posts by trying to define a client focused sales culture in introducing the series where the core elements were Customer at the Core, Conscious Collaboration and Calibrated for Success.

Now we have considered the potential need for, and a definition of, salesforce enablement we will further examine how such a strategy and structure may enable development or enhancement of a customer focused sales culture.

One, quite obvious, comment: we don’t need another internal function – unless and until all enablement strategies, functions, people and deliverables are focused on the customer, there is little likelihood of success.