The term ‘revenue enablement’ has recently surfaced in our industry conversation, which may raise an eyebrow given the rapidly evolving sales enablement category itself is still emerging. This article offers a perspective on this new term’s definition and aims to establish clarity about its place in our larger category dialogue.
Let’s begin with perspective from our friends at SiriusDecisions:
“An increasing number of sales enablement functions are responsible for supporting not only quota-bearing sales reps, but also additional buyer-facing roles (e.g. customer success, channel sellers, sales engineers, marketing personnel). The common thread among these roles is that they are all part of the organization’s revenue engine — the go-to-market functions responsible for revenue growth. Businesses are starting to recognize new terminology — e.g. “revenue operations” and “revenue enablement” — to align goals, practices, and initiatives among these interlocked buyer- and customer-facing employees.”
–Sales Enablement: Planning Assumptions 2020, August 2019