The growing demand for sales enablement programs in organizations over the past decade has also created a demand for Sales Enablement Managers. It seems these days, companies are hiring right and left for this position. But with so many different interpretations of sales enablement, what does this role actually look like? A quick Google search on “sales enablement manager” brings up 346,000 results. Examining job descriptions and responsibilities for this role includes everything from sales support to program management to marketing assistant. This leads us to believe the role of Sales Enablement Manager is one that is still being defined. Sales enablement in and of itself encompasses many things, and therefore, it is easy to see why there are so many variations of the management position.

If you are currently defining this role in your own organization, we suggest considering the following things:

  1. What is the company culture? Does this role need to be contained completely within one department, or be a cross-functional role that works with multiple departments? Is there enough marketing and sales alignment to foster success of a role like this? Considering the answers to questions like these will make it clearer what the benefits of having a Sales Enablement Manager position would be for your company, and if it would even work on its own with the current company culture.
  2. Where are your pain points? This will help you determine where this role fits within your organization. If your biggest pain point is content-related (needing the right collateral for the right sales situation), the sales enablement manager might be a good addition to the marketing department. If your biggest pain point is sales-related (sales performance, efficiency, pipeline challenges), the sales enablement management role might be more effective living in sales operations.
  3. How is sales enablement run in your organization? Is it run as a function, program, or consultative council? Is it based on deliverables, services, or both? How does it include cross-functional and collaborative alignment? Answering these questions will help you determine what skill sets and capabilities the sales enablement manager will need to possess to best serve your organization’s needs.
  4. Do we have the right tools in place? Consider whether you have the technology and assets needed to support the sales enablement manager in getting their job done. SaaS solutions for sales enablement software can be a great foundation for setting the manager up for success.

Learn how the team at RO Innovation can help your organization with sales enablement. Contact us today!

Jim Mooney
Jim Mooney is the Founder & CEO of RO Innovation. His passion for helping salespeople excel in all aspects of B2B selling, especially where customer references are involved, was the reason he started the company. His desire for helping others succeed flows through in the expert thought leadership he provides the industry, his customers and his employees.
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