LANDSCAPE
ENABLEMENT LANDSCAPE
Define scope and
clarify impact
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. Â This will only happen through Orchestration. Â
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 EnablementÂ
- 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.
- Orchestrating among HR, sales, and finance.Â
- 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.
- Orchestrating among product, marketing, and sales. Â
- 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.
- 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.Â
- This domain covers the entire customer lifecycle with an emphasis on going from “contracting to revenue” …and from complex to more pragmatic.
- Orchestrating among marketing, finance, and sales.Â
- They develop integrated programs to effectively advance opportunities throughout the stages of the pipeline.Â
- This domain orchestrates from “Contact to Contract” in the Customer Lifecycle.
- These are the Orchestrators that truly elevate and break the glass ceiling of Sales Enablement.Â
- 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.

WHAT IS YOUR CORPORATE MISSION? YOUR SALES ENABLEMENT SCOPE?
YOUR SENSED PURPOSE AS A PRACTITIONER?
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