Forrester Building the Business Case for a Modern Sales Enablement Toolset
In the recent report Building the Business Case for a Modern Sales Enablement Toolset, Forrester looks holistically at three tools — sales engagement, sales enablement automation, and sales readiness.
Their research found that only 5% of B2B companies have fully mature sales enablement practices, and only 9% say they are optimized around placing buyers at the center of their sales enablement strategies.
The study found many significant benefits and positive business impact for companies that invest in modern sales enablement, such as:
- Marketers get a better partnership with sellers
- Sales reps spend less time on non-selling activities and have more time for high-value activities
- Sales leaders benefit from productivity gains and an average 20% lift in commercial results
- Buyers experience more meaningful interactions
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