In the rapidly evolving business landscape, sales enablement leaders are faced with the challenge of navigating through the murky waters of market trends, technological advancements, and talent acquisition.

The Forbes article titled "Areas For Sales Enablement To Focus On In 2023" provides a comprehensive guide to help these leaders build a solid plan for this year.

We will delve into the importance of seller competencies, the role of culture, and innovative compensation strategies.

1. Seller Competencies: The Forbes article emphasizes the importance of clearly defining the skills, knowledge, and process competencies required for sellers. This not only aids in hiring and onboarding but also sets a standard for what a competent seller should look like. The article suggests moving away from a "once and done" mindset and instead, regularly reviewing and updating these competencies. However, it warns against relying solely on technology to bridge competency gaps, as it can only scale and automate process improvements, not replace them.
2. Cultivating the Right Culture: The article underscores the importance of cultivating a culture that listens to its internal customers. It suggests setting up a sales advisory council (SAC) that can provide valuable perspectives to company executives. However, it cautions against viewing culture as something that can be bought or mandated. Authenticity is key, and symbolic moves that lack sincerity can do more harm than good.
3. Compensation Strategies: The article proposes a shift in compensation strategies, rewarding not just sales performance but also non-selling behavior that contributes to the team's overall success. This could include participation in learning exercises or mentoring other sellers. However, it advises against knee-jerk reactions to talent retention challenges, such as increasing pay without a corresponding increase in seller output.

Sales enablement in 2023 requires a clear focus on seller competencies, cultivating the right culture, and innovative compensation strategies.

By understanding and implementing these key areas, sales enablement leaders can navigate the challenges of the "next normal" phase of business and set their teams up for success. As we move forward, it's crucial to remember that technology is a tool to scale and automate improvements, not a solution to all challenges.

Authenticity in culture and a balanced approach to compensation will play a significant role in retaining talent and driving sales performance.

How do you plan to implement these insights in your own businesses? Share your strategies for sales enablement in the comments below.

‍