How Does Sales and Marketing Alignment Impact Sales Enablement?

When I speak with marketing and sales leaders about sales enablement, I start with a simple question: “How do you define sales enablement?” The most common answer I receive is “content for sales.” Perhaps your definition is something similar. But, that answer only tells one part of the story. Sales enablement is much, much more than content for sales. Effective sales enablement starts by understanding how it fits into our larger sales, marketing and organizational structures. Even more specifically, we must zero in on how sales and marketing alignment around the customer impacts sales enablement (and it does, in some major ways).