Sales enablement

What it is

The handover between marketing and sales, the disposition data that comes back, and the tools that make a salesperson faster at the part that actually decides deals.

When it is the answer

When marketing believes it is sending good leads and sales believes it is not — and nobody can settle it with data.

When it is not

When there is no sales process at all. Enablement improves a process; it does not substitute for having one.

What we do with it

• Build the feedback loop that tells marketing what happened to each lead
• Agree what "qualified" means, in writing, with both sides in the room
• Give the team a prioritised view instead of a list of names
• Standardise what the best performer does so it does not leave when they do
• Report conversion by source so spend decisions have evidence behind them

What it looks like when it is working

The lead-quality argument stops, because both sides are looking at the same disposition data.

The mistake we see most often

Measuring activity. Call counts and email counts are easy to produce and easy to game. The number of open opportunities with a dated next action predicts revenue; activity volume does not.