#Sales enablement (SE) is a concept, an approach, what can lead to higher revenue through empowering sales people and improving their personal efficacy in sales.

The borderline between marketing and sales has been blurred – the marketing has to take its part in the sales process – while sales’ scope has to be opened to micro marketing. SE provides what sales need to be the micro-marketers. And this doesn’t work without the mutual trust from both parties, without lowering the guard. The problem is that if an organization runs on insecurity, paranoia and blame, nobody wants to be the first in dropping the guard; short term and selfish objectives overwrite the strategy and the business interest.

Under these circumstances #sales-marketing alignment is almost zero – the wall between them is bigger than the Great Wall of China. Without profound organizational transformation it’s absolutely useless even to talk about sales enablement. The company could invest a fortune into new technologies, sales tools, software, CRM, whatever – if sales and marketing is conditioned to keep others in darkness and deny any insight into data/information at their hands, it just tossing money out the window. The distrust divests sales of creating valuable conversations with customers – disabling them.

The most important question considering sales enablement –is that you are ready to change or not. If the secret agenda is to prove the uselessness of sales enablement by sabotaging the initiative you will fail. The only thing what can be proven is how immature is your organization.

It’s time to wake up Neo, and stop the #sales disablement. Let leave the organization develop on the mutual trust between sales and marketing.