AUSTIN, TX (NOV 2020) — In November 2020, Mereo founder and president, Jay Mitchell, was invited to join the Top Sales Futurist Roundtable panel, to make sales enablement predictions, tackling the question, “What is sales enablement going to look like in 2021?”
Mitchell was joined by three other sales enablement thought leaders — Tamara Schenk, author and strategic advisor of Showpad; David Mattson, CEO and president of Sandler Training; and Britta Lorenz, PDAgroup partner, sales department manager and WiSE DACH chapter lead — in this discussion led by Top Sales World founder Jonathan Farrington.
The Roundtable touched on the history of sales enablement — to which Farrington paid homage to his inspiration from a recent Mereo LLC post “A History of Sales Enablement – and Predictions for Its Future” — its purpose and its slow start. The panelists further debated the current sales enablement environment and standing, and spent the majority of the discussion detailing where they see sales enablement headed in 2021 and beyond.
“At its core, sales enablement is still about how we empower our sales teams,” Mitchell quipped in the Roundtable. “How does marketing, how do operation teams, how does the organization as a whole equip sellers to go out and engage in effective conversations — because the sellers have the right tools, the right skills and the right content?”
While the overall trend of the discussion pointed out many shortcomings in organizations’ current sales enablement programs and its slow maturity as Mereo too has touched on in past articles, Mitchell holds an optimistic look on future progress. He sees sales enablement trends growing more holistic and well-rounded in recent years, rather than focusing on sales trainings alone.
Likewise, Mitchell and other panelists point to a trend in sales enablement focus on the entire buyer/seller journey for long-term support and service, as well as projected growth in sales enablement technology investments with some debate for the efficacy of such focus.
All in all, Mitchell wrapped up the discussion by focusing on the core of sales enablement goals. “It comes down to this: How do you serve the customer? What is the best thing you can do to add value to the customer?” If selling organizations focus on these questions, they will lead their sales enablement programs in the right direction.
Listen to the November 2020 Top Sales Futurist Roundtable for an in-depth look at the future of sales enablement from the industry’s leaders. Access the recording by signing up for free.
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