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Sales Enablement Sales Engagement Conversion Intelligence Sales Performance
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11 January 2023 4 min read


7 SALES ENABLEMENT TRENDS FOR 2023 - FROM THE EXPERTS

Sales enablement 101

DANIEL O'DOWD

Read More

 1. The potential of artificial intelligence
    1. Thomas K. Cheriyan, SEC Ambassador
 2. Going back to basics with sales skills
    1. Aaron Evans, Co-founder, Flow State
 3. If you trust in enablement, you’ll reap the benefits
    1. Simon Gilks, VP Revenue Operations, Speechmatics
 4. Enablement specialization will continue
    1. Celine Grey, Director of Sales Enablement, Normative.io
 5. Innovation will remain an enablement imperative
    1. Jaren Krchnavi, Global Head Sales Enablement, Siemens Grid Software
 6. Tie your enablement programs to the right things
    1. Nick Lawrence, Curriculum Design Manager, Snowflake
 7. Make it clear that enablement is key
    1. Ben Purton, Director of International Enablement, RingCentral
 8. Stay tuned for more!

Our 2023 Ones to Watch report is right around the corner*, highlighting a
selection of awesome enablement stars that you need to know about to enhance
your expertise.

(Update: You can find the full Ones to Watch report right here! It's packed with
insights and predictions from 50 enablement stars)

Among other things, we asked our stars to predict 2023's hottest sales
enablement trends. Ahead of the release we’re giving a sneak peek into their
views on topics such as:

 * Artificial intelligence
 * Going back to basics
 * Innovation
 * And more…

(That’s on top of it being a glimpse into who stars on our list!)

Read on to kickstart your year and add a new dimension to your sales enablement
plans for 2023. 👇💪


THE POTENTIAL OF ARTIFICIAL INTELLIGENCE


THOMAS K. CHERIYAN, SEC AMBASSADOR

“The biggest trend that I see impacting enablement is perhaps artificial
intelligence.

“Like most of you, I’ve always been skeptical of it and haven’t seen a true AI
platform that adds any value to a sales rep. However, I recently came across
ChatGPT and I truly believe it's a game changer.

“The fact that this technology can help write emails and other types of content
in a very personalized, natural way can provide a huge lift to SDRs and AEs who
spend countless hours on this task.

“I can only imagine that all of the engineering teams across all of the sales
tech tools that we’ve come to grow and love will be all over this tech and
incorporate this into their products within 2023 and beyond”.


GOING BACK TO BASICS WITH SALES SKILLS


AARON EVANS, CO-FOUNDER, FLOW STATE

“There will be a massive focus on sales skills.

“Many enablement functions have been too back-end focused, building process and
structure and need to understand that sales culture and skill is hugely
important.

“This will also affect enablement organizations’ hiring strategy, with a need
for enablers with a successful sales background.”


IF YOU TRUST IN ENABLEMENT, YOU’LL REAP THE BENEFITS


SIMON GILKS, VP REVENUE OPERATIONS, SPEECHMATICS

“I believe that 2023 is going to be a tale of two halves. The first involves
people being nervous about investing in a function which can easily be classed
as an additional cost to the business, and therefore we’ll see slower growth in
the function earlier in the year.

However, those that have a plan and measure what they do will very easily be
able to not only show the value of the function but demonstrate that they are
saving money - and will grow their teams and expand what they do.

So I think the companies that get it will really benefit, and those that don't
will lose out and in 2024 will be kicking themselves asking why they didn't take
it seriously sooner.”


ENABLEMENT SPECIALIZATION WILL CONTINUE


CELINE GREY, DIRECTOR OF SALES ENABLEMENT, NORMATIVE.IO

“Two things come to mind: enablement specialization and enablement practices
widening their reach outside of revenue teams.

“First, the specialization of enablement will continue to grow. The times of the
one-person enablement team are dying out.

“Organizations understand the value and necessity of specialized expertise in
BDR, Product, Customer Success, Sales Engineers, Coaching, Professional
Services, Lead Generation, Competition and Leadership enablement practices.

“Secondly, the rise of enablement outside of revenue teams - enablement has
proven its value and will continue to grow to other business units, enabling
everyone in the organization to be successful.

“I look forward to seeing an increase in Chief Enablement Officers informing and
supporting the wider organization.”


INNOVATION WILL REMAIN AN ENABLEMENT IMPERATIVE


JAREN KRCHNAVI, GLOBAL HEAD SALES ENABLEMENT, SIEMENS GRID SOFTWARE

“Enablement will continue to be a field of pure innovation because innovation is
needed to stay ahead of the curve.

“You cannot stay still in enablement. You need drive and a continued hunger to
learn.

“The sales tools are getting better, sales methods are adapting to meet current
realities.

"Enablement professionals need to be out there exploring, testing and bringing
the best of the best to their sales organizations and reinforcing to ensure
adoption. Keep an eye on the digital space.

“The tools are going to be more integrated, making it easier for sales to manage
their accounts, prospect, share content, etc. and it will all be mobile ready.

“The data coming out of these tools will allow enablement, operations, marketing
and sales leaders to further fine tune the sales and revenue engine to make it
purr.”


TIE YOUR ENABLEMENT PROGRAMS TO THE RIGHT THINGS


NICK LAWRENCE, CURRICULUM DESIGN MANAGER, SNOWFLAKE

“We are in a pretty unstable market right now - companies are making layoffs and
many enablement teams are being affected.

“I believe many enablement teams will make the mistake of trying to prove their
value by tying their programs to lagging sales metrics (pipeline coverage, win
rates, or deal size).

“Tying an individual program to any sales outcome is extremely difficult because
they are dependent on so many variables. I fear enablement teams will lose
credibility if they go this route.

“Instead, enablement teams should associate their programs to behaviors and
things they can directly influence.

“Trying to convince the C-suite that your program developed $X amount in
pipeline is a stretch; but showing how your program led to the application of a
specific behavior like properly prioritizing their time on the right accounts
and showing how engagement among accounts with the highest potential lifetime
value has increased is doable and demonstrates credible value.”


MAKE IT CLEAR THAT ENABLEMENT IS KEY


BEN PURTON, DIRECTOR OF INTERNATIONAL ENABLEMENT, RINGCENTRAL

“We will need to get in the trenches with sales and help them more than ever
before due to market forces.

“I’d strongly argue enablement is more key than it ever has been. Let’s all help
each other as a profession.

“If organizations are firing enablement then this means they do not understand
enablement -  and we can influence that. Let’s get ahead of that as soon as
possible”.


STAY TUNED FOR MORE!

There you have it - a glimpse at what just a selection of our Ones to Watch
think lies in store for the enablement function in 2023.

There’s a lot more in store for you in our full report which is live to download
right now!

Get your copy!



In the meantime, why not join our Slack community and share your predictions for
the next 12 months with 5,000+ of your peers?





--------------------------------------------------------------------------------




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Written by:

DANIEL O'DOWD

Copywriter / Content @ SEC

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 * WHY EXTENDED REALITY IS A GAME CHANGER FOR SALES ENABLEMENT
   
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See all 119 posts →
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7 sales enablement trends for 2023 - from the experts


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