Defining Sales Enablement and Its Strategic Importance

This chapter discusses the definition of sales enablement as a strategic discipline aimed at improving sales results through consistent services and a holistic approach involving various teams like marketing and sales operations. It stresses the importance of mindset, sponsorship, and a structured approach for successful sales enablement within organizations. The significance of aligning enablement services with the customer's journey, breaking down silos for customer-centric enablement, and the role of coaching in improving sales performance are also highlighted.