How do I set up an enablement function? What is some groundwork that needs to be laid?

I've been hired to accelerate a very new enablement function at an organisation - with a specific focus on sustainability. Sales need to be trained on how to have conversations around sustainability with our customers. We have a 3000 strong salesforce, spread across different regions, in different business areas. We're a newly formed organisation after a merger, and sustainability is the very DNA of how we do our business, so this is very critical to get right.

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Sales Enablement

Abid Chaudhry

ServiceNow Director, Product Marketing - Employee Experience & HRSD | Formerly Microsoft, AT&T, Endurance International Group • 4mo

Start by being explicit about the problem you’re solving. Enablement fails when it tries to do everything. The groundwork is alignment: with sales leadership on what “good” looks like, with product on what’s actually shipping, and with PMM on what narratives matter now — not six months from now. Then build a tight loop: ship enablement, watch it get used (or ignored), listen to feedback, refine. Fewer assets, more iteration. Enablement isn’t a content factory. It’s a feedback system between mark ...Read More

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