Sales Enablement vs. Revenue Enablement

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Feb 5, 2024
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Sales Enablement vs. Revenue Enablement

In today's dynamic business environment, the concept of sales enablement has been a staple for distributors and companies aiming to amplify their sales efforts. However, a new paradigm is gaining momentum - revenue enablement. This "101" article explores the key differences between sales enablement and revenue enablement, spotlighting the latter as an indispensable strategy for future industry success.

What is Sales Enablement?

Sales enablement is a well-known strategy focused on equipping sales teams with the tools, content, and information necessary to sell more effectively. It's about empowering salespeople to improve their interaction with potential buyers.

On the image below, you can see the main objectives that a Sales Enablement strategy aims to achieve:

Sales Enablement Top Objectives - Gartner Research

However, as the B2B industry evolves, so does sales processes, customer journeys and it's enablers. This is where Revenue Enablement comes in - with the idea of enabling, empowering and maximizing the impact of all revenue focused teams.

Emergence of Revenue Enablement:

Revenue enablement, as endorsed by industry giants like Forrester and Gartner, represents a holistic approach. Unlike sales enablement, which operates in a silo, revenue enablement integrates sales, marketing, product development, and customer experience (CX) to align with buyer needs.

Forrester insightfully observes: “The market has evolved to where siloed empowerment of different customer-facing staffers is a detriment to B2B success... enablement must be unified and lockstep across our enterprises.”

As for Gartner's concept of revenue enablement we can outline that it is about integrating traditionally separate enablement functions to ensure all roles interacting with customers - sales, marketing, customer service, and support - are equipped with necessary tools, content, and skills. This approach aims to provide a seamless and uniform experience for customers throughout their buying journey. Essentially, it's an evolved form of sales enablement that creates a cohesive ecosystem focused on generating revenue by aligning all relevant roles.

What a Revenue Enablement Ecosystem looks like:

Image containing Revenue Enablement Ecosystem. Source: Gartner

Key Differences:

  1. Scope: While sales enablement is limited to the sales team, revenue enablement encompasses all customer-facing roles.
  2. Objective: Sales enablement aims at improving sales efficiency; revenue enablement focuses on overall revenue growth by aligning all departments.
  3. Customer Centricity: Revenue enablement is deeply rooted in understanding and responding to customer needs, making it more holistic.

Benefits of Revenue Enablement:

Gartner highlights several benefits of shifting to revenue enablement, including improved organizational alignment, better customer engagement, and increased revenue growth. By integrating various functions, companies can exceed performance targets through a unified strategy.

End-to-End Revenue Enablement Reduces Buyer Friction and Seller Burden. In most B2B organizations, end-to-end customer engagement has no clearexecutive owner among siloed sales, marketing, service and other customerfacing functions, leading to friction in the customer experience and confusionin the selling motion. End-to-end revenue enablement makes both buying andselling easier by streamlining the customer and seller journeys.Revenue enablement expands enablement’s purview from its sales-onlyheritage to supporting all end-to-end revenue-generating channels. However,because these various sales channels often operate in silos within theorganization, expanding the roles that enablement supports is a top-downdecision that requires buy-in from the C-suite.Various channels can benefit from a revenue enablement perspective(see Figure 2).

Who can see and measure Revenue Enablement Impact?

Image mapping sales channels that benefit from Revenue Enablement. Source: Gartner

Revenue Enablement Platforms:

To implement revenue enablement, businesses are turning to sophisticated platforms that offer tools for training, content management, analytics, and collaboration across departments. An example of an end-to-end platform is SETVI.

We offer solutions for Sales, Marketing and Leadership teams that go from Revenue Operations to a full suite of Revenue Enablement.

The Future Is Revenue Enablement:

The shift from sales to revenue enablement is not just a trend but a necessary evolution in the B2B sector. As buyer journeys become more complex, a unified approach is critical for success. Businesses that embrace this change are poised to thrive in the competitive marketplace.

Revenue Enablement Main objectives:

Conclusion:

The transition from sales enablement to revenue enablement marks a significant shift in how businesses approach growth. In aligning sales, marketing, product development, and CX, companies are better positioned to meet evolving buyer needs, leading to sustainable business success.

TLDR - On this article we answer:

  • What is the difference between sales enablement and revenue enablement? 
  • What is revenue enablement?
  • Revenue enablement platforms
  • Revenue enablement vs sales enablement


Sources Mentioned & References:

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