Four Critical Success Factors for Enabling Sales

During March 2012, ITSMA used a web-based survey to gather data from its members and select non-members about its sales enablement content and initiatives. One of the key findings was that in response to changing buying behavior, marketing is using thought leadership to generate and nurture leads. However, sales is still promoting offerings and capabilities. The sales force is challenged to communicate thought leadership insights and points of view, so marketing (and others responsible for sales enablement) must teach sales to how to use thought leadership in selling to open doors and nurture relationships. To enable sales, ITSMA has defined four critical success factors.

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ITSMA specializes in helping companies market and sell services and solutions more effectively. We work with the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation.ITSMA annual program clients include business leaders such as AT&T, Cisco, Deloitte, EMC, Fujitsu, Hewlett-Packard, IBM, Microsoft, SAP, and Tata Consultancy Services, among others. Our comprehensive research, consulting, and training on topics including ITSMA Account Based Marketing℠, Brand Positioning, and Solutions Development provide the insight and experience companies need to improve business results. ITSMA is based near Boston, and has offices in London, Mumbai, and Tokyo. Learn more at www.itsma.com.