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The CXO Guide: Sales Enablement – Aligning Content to the Buyer Journey


As sales conversations move online, the very nature of B2B sales is changing. Only a small portion of the buying journey involves meeting with potential suppliers, while a much larger part of it goes to independent online research, thanks to quality information available on digital channels. What’s more, one estimate by Gartner suggests that the average buying decision is influenced by six to 10 decision-makers, each bringing to the table four or five pieces of independently gathered insight. This makes buying decisions both extremely complex for the buyer and difficult to control for the seller.

This is where sales enablement comes in. Forrester defines sales enablement as follows:

“Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system.” Simply put, sales enablement refers to the process that provides sales reps the right information at the right time for advancing buyers in their journey and finally closing the deal. Two key elements stand out in this definition: a) the importance of high-quality content and b) the value that each piece of content adds for the buyer, depending on where he is in the buying journey. These are what will be covered in this guide.

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