The Sales Enablement Handbook: Strategic Insights for Hypergrowth Companies

Firstly, thank you so much for reading The Sales Enablement Handbook: Strategic Insights for Hypergrowth Companies. It means a lot. But most importantly, I hope you, the reader finds the book valuable, insightful and above all, a worthwhile investment of your precious time.

Let me start by saying that there’s never been a better time to work within sales enablement. More companies than ever are (rightly) wising up to the value of a team whose purpose is to make sales reps more successful. We’ve also witnessed the meteoric rise of the Sales Enablement Society, as well as the explosive growth of sales enablement technology as a category in its own right. It’s an exciting time and these trends all point to an even brighter future, but we as a community must get better at sharing our wins, losses and what we know. This is how we’ll improve and accelerate our learning.

So, why did I write the book? There are many fantastic sales enablement resources out there, but the vast majority have been written by technology vendors, rather than in-house practitioners. I wanted to bring the practical, in-house perspective by creating a short handbook that would immediately spark ideas among sales enablement leaders. It’s designed to be read in one sitting or something that you can refer back to. The handbook is based off my own experiences at HubSpot and Automation Anywhere, plus discussions with sales enablement leaders at a host of hypergrowth companies including Google, Facebook, LinkedIn, Stripe, AdRoll, Dropbox, Zendesk, Intercom, LogMeIn, Procore, DocuSign and Xerox.

I’ve always had strong views (but loosely held) on how best to approach sales enablement - these discussions undoubtedly helped shape my thinking and I’ve distilled the lessons into this handbook. It contains seven essays related to different areas of sales enablement. Each essay contains answers to the questions that I wish I knew when I started out on my journey. They’re meant to be strategic, thoughtprovoking, and actionable, but I’ll let you be the judge of that.

My hope is that you can use the lessons I’ve learnt to inform your approach to sales enablement and help your organisation crush quota, succeed and achieve hypergrowth.