Buyer Enablement Definitions and Explanations

For the past decade Sales Enablement has been top of mind for most sales leaders. Sales enablement is that the method process of providing the sales organization with data, content, and tools that help salespeople sell effectively, this has required an enormous amount of resources, time and effort to get marketing and sales teams working closer together internally in response to the shift in buying behavior and preferences.

Content became the means that by which many organizations in B2B grew their business online. There’s no doubt that content marketing and sales enablement assets are still important but something has changed - We’re all drowning in information.

Buyers have caught on to what happens when they fill out a form, to get ahead companies are starting to un-gate great content and put it all out there for free. This is not a relatively new situation but still presents a challenge, as it delays direct interaction with suppliers.

Because buyers are demanding more personalized experiences, businesses need to consider a new way to get their attention and ultimately their trust, this has given rise to revenue operations (RevOps), the strategic convergence of sales, marketing, and customer success to drive full-funnel accountability across the revenue engine.

With buyer enablement, revenue teams work together and focus on how to make the buying journey and decision-making process easier to navigate - make it easier for the buying group to make a decision and you’ll close deals faster and more often.

What is Buyer Enablement?

The definition of buyer enablement is the strategic undertaking of information gathering that leverages research, technology, and people to establish a holistic understanding of the buyer’s journey and the subsequent deployment of an operations strategy to coordinates the provisioning of personalized information and custom guidance, provided by appropriate members of a revenue team at the right time, to support buyers in their completion of critical activities necessary to make a purchase.

The goal of adopting buyer enablement practices is to make purchasing simple for your buyers, by whatever means necessary – be it your sales enablement program, your sales methodology, or your sales engagement process.

Building a buyer enablement mindset starts with asking how you can put the needs of buyers first, throughout your entire sales process.

Most sales organizations are built to support salespeople, whether that’s funneling content requests to marketing, to determining which sales support functions you invest in. The modern buyer rarely engages with salespeople without having first done their own research. This means that modern sellers exist less to educate buyers on a product, and more to guide them through the selection process.

The buyer enablement movement is a re-orientation of how business units collaborate to return value to the customer and ultimately achieve higher revenue.

Through buyer enablement, companies can attain higher levels of customer-centricity by choosing to reallocate their focus from internal sales processes and solving company problems towards the optimization of customer interactions that in sum create a better buying experience. As a consumer, when you’re confident about your purchase you’ll purchase more. Buyer enablement is all about providing the best buying experience and simplifying the purchasing process.