"From now on, the creation of sales material will need to be based on close collaboration between marketing and sales."

In this context of uncertainty, where turbulence and unpredictability have become the new norm, companies must navigate the emergence of a B2B buyer persona who is autonomous, well-informed, demanding, and unforgiving of mistakes.

In order to secure their purchase and ensure the selection of a partner who will accompany them in the coming years, this buyer consumes educational content ranging from introductory articles to the most advanced webinars. They seek the opinions of their peers and allocate a fraction of their time to a select few carefully chosen suppliers.

To meet this elevated level of expectation and demands from prospects, sales departments are actively working to equip their sales force and ensure they are not excluded from the buying process. The agenda includes high-value-added content, processes that foster synergy with marketing, tools to strengthen the sales playbook, personalized training programs, and inspiring coaching. In addition to the ultimate goal of overall performance, these efforts also aim to retain talent in a context marked by a structural shortage of salespeople, estimated at 200,000 unfilled positions in France by the Michael Page agency.

“Invented” at the end of the last century, Sales Enablement offers a relevant operational framework to meet the challenge of upgrading the sales function.

This is likely the reason for the unprecedented enthusiasm of companies for this holistic approach to sales.

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