In order to thrive in a rapidly changing complex selling dynamic businesses need to be able to bring together the right mix of capabilities across their entire company in order to deliver the value-based results customer expect.  This will only happen through Orchestration.  

Are you an #Orchestrator? Which domain of Enablement would you call home now? Where do you want to go next?

And as a sales leader, how is your Enablement “business-within-a-business” stacking up?

In our continuing research we’ve found that Enablement practitioners exhibit specific traits and fall into one of six domains in the Enablement Landscape: Response, Talent, Message, Organizational, Pipeline, and Commercial Enablement.

Response Enablement 

• Doing. A majority of Sales Enablement practitioners today are stuck in a rut of facilitating activities and “fixing” salespeople. They haven’t yet evolved their function into a business-within-a-business, Orchestrating turn-key services that sales leaders understand, and other groups can plug into and scale to help the entire organization be successful.

Talent Enablement 

• Orchestrating among HR, sales, and finance. 
• Streamlining the lifecycle of talent across hiring, onboarding, coaching, development and evaluation.
• This domain orchestrates from “Hire to Retire” – end to end of the Employee Lifecycle.

Message Enablement

• Orchestrating among product, marketing, and sales.  
• Organizing the various capabilities of the company into value stories to be easily consumed by sales and customers.
• This domain orchestrates from “Concept to Contact” in the Customer Lifecycle.

Organizational Enablement 

• Orchestrating systems, compliance, and complexity of business processes.
• They improve “a day in the life of…” making the overall environment easier to navigate by simplifying internal policies and procedures. 
• This domain covers the entire customer lifecycle with an emphasis on going from “contracting to revenue” …and from complex to more pragmatic.

Pipeline Enablement

• Orchestrating among marketing, finance, and sales. 
• They develop integrated programs to effectively advance opportunities throughout the stages of the pipeline. 
• This domain orchestrates from “Contact to Contract” in the Customer Lifecycle.

Commercial Enablement 

• These are the Orchestrators that truly elevate and break the glass ceiling of Sales Enablement. 
• Orchestrating the combinations above while informing the go-to-customer strategy and concurrently providing management feedback about how well it is executing the commercial system – including both sales and marketing.