Sales Enablement Landscape



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Sales Enablement Landscape

The weekend before Thanksgiving 2016 in Palm Beach, Florida a congress of around 100 sales enablement professionals participated in “The Birth of the Sales Enablement Society” and signed into existence the core doctrine for the global SES.

Their Founding Position #1: Sales Enablement Leaders do not see themselves as having a defined role, so in order to grow as a community and elevate the function, they identified four “Flavors of Sales Enablement.”

Today, businesses need to bring together the right mix of capabilities across their entire company to deliver the value-based results customer expect. 

This will only happen through Orchestration across each of these functional “flavors.”

Are you an Orchestrator?

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

Response Enablement

The vast majority of Sales Enablement practitioners today haven’t evolved their function and remain in the status quo with a tendency to be…

  • …focused on “fixing” salespeople to “do what they’re supposed to do.”
  • …stuck on increasing sales activities rather than eliciting customers / prospects to take action.
  • …short on turn-key services that sales leaders support and understand. 
  • …lacking co-accountability for sales results. 
  • …coordinating projects to “do to sales” rather than empowering sales superheroes with what they need to shine.  

There are many organizations, vendors, and programs aligned to response enablement.

You will not find that focus here at OrchestrateSales.comWe focus solely on supporting those who have chosen the Sales Enablement road less traveled.

Orchestrate Sales was established to support Orchestrators in building out the “business-within-a-business” of their Enablement Domain of focus:

Talent Enablement

  • This domain orchestrates among: HR, Sales, and Finance.
  • Customer Lifecycle Focus: “From hire to retire.” An end-to-end business process that cuts across silos and elevates the employee lifecycle.
  • Mission: Streamlining talent lifecycle across hiring, onboarding, coaching, development, and evaluation.

Message Enablement

  • This domain orchestrates among: Product, Marketing, and Sales
  • Customer Lifecycle Focus: “From concept to contact.”
  • Mission: Organizing the company’s various capabilities into value stories to be easily consumed by sales and customers.

Pipeline Enablement

  • This domain orchestrates among: MarketingFinance, and Sales.
  • Customer Lifecycle Focus: “From contact to contract.”
  • Mission: They develop integrated programs to advance opportunities throughout the pipeline stages effectively.

Organizational Enablement

  • This domain orchestrates among: systems, compliance, and business processes.
  • Customer Lifecycle Focus: The entire lifecycle with an emphasis on going from “contract to revenue.” 
  • Mission: To simplify and improve “a day in the life of…” making the overall environment easier to navigate and redesigning the complexity out of internal policies and procedures to make them more pragmatic.

Commercial Enablement

  • This domain orchestrates among: The entire cross-functional company core.
  • Focus: The entire Customer Lifecycle.
  • Mission: These are the Orchestrators that truly break the glass ceiling and elevate Sales Enablement, informing a go-to-customer value strategy and providing management full transparency into the efficacy and momentum of the commercial engine.



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