7 Min Marketing With Pam Didner

I was talking to Michelle, a marketer, about my new book, Effective Sales Enablement. I told her that I wrote this book from a marketer’s perspective and how marketers can better enable their sales team. She told me that her company doesn’t have a sales enablement team, but it does have a sales operations team. So, what is the difference between sales enablement and sales operations? If you think about it, Sales enablement, in essence, aids and supports Sales. So does Sales Operations. Sales-support structures come in various shapes and forms, depending on the size of a company, budget, resources, organizational structure, the maturity of the Sales organization, and even senior management’s preferences. Some organizations tuck Sales enablement into Sales operations. Others keep the groups separate. Some have no official Sales enablement group; the enablement work is done by product-marketing teams in business units. It doesn’t matter what the structure is and who does the jobs, someone is taking care of sales