State of Sales Enablement 2020: Channel Enablement in the Modern Sales Paradigm

With buyers now being significantly better-informed and further along the buying journey before needing to establish contact with a seller, their interactions with sales teams have become fewer in number, but of far more importance. This added emphasis on every interaction means that branding, messaging consistency, product knowledge and the like must be beyond reproach — a tall enough ask for internal sales teams, but an even taller one for channel partners.

It is in this environment that we wish to understand the state of channel enablement. This study was undertaken to determine how companies are coping with the added pressures of this modern sales paradigm and what steps they’re taking to effectively enable their channel partners.