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In today’s competitive business landscape, there is a need to identify opportunities for improvement, foresee industry changes, and solidify a sales strategy that can sit together with the growing expectations of B2B buyers, evolving technologies and the company's business goals. In this way, Sales Enablement has emerged from a buzzword into a strategic investment for organizations seeking to lead the market.

Sales enablement is a strategic, collaborative exercise aimed at increasing predictable sales outcomes by delivering consistent, scalable enablement services. It involves a range of interrelated tasks, such as sales coaching, performance analysis, onboarding, content generation, systems and support, and strategic development.

Most successful companies know sales enablement can boost efficiencies and upsurge profits. So, they focused on preparing their salesperson to perform their jobs better because they understand it offers a high return on investment (ROI). With the rise in inbound marketing, sales enablement is becoming more popular and companies that tightly aligned sales and marketing departments achieve faster revenue growth.

It also assists in tying the rope between sales and marketing in order to produce more business. It is a strategic and ongoing process that allows a company’s sales and marketing employees to consistently have valuable conversations with the right consumers at the right stage of the sales process to intensify ROI.

What can be Accomplished in 2020

Sales enablement is a multitasking process and has been refining and elevating the sales process. But as it grows and changes, one thing remains constant that is sales teams need to get on board quickly. It is crucial for the growth, development, and sustainability of a business. In today’s era, sales enablement is the adaptive response to the swift changes in the way customers purchase.

Explore this top sales enablement prediction that can alter the sales process in 2020.

Role of SDR (Sale Development Representative) to AI

As AI infiltrates most areas of today’s personal lives through smart home assistants, it has not quite made its spot in the B2B sales organizations yet. However, reports predict that around 30 percent of all B2B companies, by 2020, will deploy artificial intelligence to bolster at least one of their primary sales processes. Here also an overwhelming majority of sales organizations are not yet on board. But we can expect AI will make its entrance in most companies’ sales department in the coming years as it is just started to realize its promise of advancing sales by increasing efficiency, lowering costs, and improving revenue streams.

The emergence of New-Generation of Tech Buyers

According to a report, millennials – 23-38 age range – are making up more than a third of the workforce globally. This generation commonly involved in making Software-as-a-Service purchasing decisions. In a survey of 430 B2B technology buyers for its B2B Buying Disconnect research, TrustRadius divulged that over 45 percent of them were millennials. Vendors who were very influential during the buying process were twice as likely to be open about product limitations and connect buyers with current customers, the report found.

Tech Stacks Continue to Grow

In the year 2020, the technology stack will continue to grow, instead of decrease, as long as efficiency follows. According to InsideSales, the average annual spend on sales technology was US$4,581 per rep per year and spans an average of 5.2 categories of sales tools per rep. The top categories of sales tools include CRM, presentations, social prospecting, pipeline management and data/list services. Every day a new sales tool launches, with promises to raise sales productivity, leads or closes. Since cost always will be a factor, these tools assist sales representatives to make touches faster and spend more time focusing on strategic, relationship-based sales activities.