Key trends in sales tech

26th February 2021 |   John Moore

What you need to know about how sales enablement technology is advancing.

Key trends in sales tech

As is usual at this time of year, I have spent a lot of time thinking about enablement’s current state. Before I take a journey through sales-enablement technology trends, let’s briefly explore enablement and B2B sales, as both of these topics are influencing the outlook for technology for the next 12-18 months.

Let’s begin by asking ourselves a simple question. What’s new in B2B sales?

Unfortunately, not a lot has changed in B2B sales in the last century. Sellers, and the businesses they work for, are correctly noting that the buyers are in control. However, many teams are still working on wresting that back, hoping to control the conversation and the decision-making process instead of finding ways to align their strategies and approaches with the buyer.

For enablement, the core principles remain unchanged:

  • Focus on the business needs and align your activities to achieving those goals.
  • Buy-in from the top is critical to the success of your program.
  • Enablement is a form of change management, and you must apply change management principles to be successful.
  • Collaboration and alignment across sales, marketing, customer success, finance, and product teams will always lead to more considerable, more strategic outcomes.
  • Qualitative and quantitative insights provide guidance on where to focus and the effectiveness of your efforts.

These principles have always been core to enablement success and are likely to be valid for years to come.

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John Moore, The Collaborator, partners within Bigtincan to test and refine best practices; meets with practitioners, analysts, and thought leaders; and is focused on increasing the level of adoption of Enablement best practices, processes, and tools across the globe.