Learning and development (L&D) leaders face a plethora of challenges when planning, designing and developing sales enablement initiatives. Products and services are evolving faster than ever. Technology like artificial intelligence (AI), sales analytics software, customer relationship management platforms and sales collaboration and workflow tools are more entrenched across the sales cycle.

Ask people what they think sales enablement is, and you will get multiple, varying answers. They might say it’s anything your company does to help your sales team be effective. They might say it’s tools to help reps sell more. And others say it’s the process of helping sales teams. You can’t blame them for their general answers. Sales enablement is an all-encompassing term that involves many components.

Channel sales represents 75% of the world’s commerce, according to Forrester’s Jay McBain. That being the case, there is a huge need for sales enablement to ensure those sellers can perform effectively for their partner companies. If your company is among that 75%, you know channel sellers—partners, distributors, indirect sellers, or independent agents—have different needs than inside sales reps.

The struggle to create content that sales loves is real. For some marketing teams, in fact, their story is a tragedy, with sales using only 30% of the enablement content that marketing creates. Sometimes it’s a matter of sales and marketing not being in alignment. And other times, the two might agree on the goal, but content misses the mark, can’t be found, or can’t scale.

Many sales organizations have become overly reliant on their top sales performers to achieve their goals. While it is convenient to say that we “hit our number” at the end of the quarter, the fact that a few top performers carried the team presents numerous challenges.

Has the Great Resignation caused you to re-think your sales team hiring practices? If so, you are not alone. In the last 18 months, millions of employees have voluntarily quit their jobs for other opportunities. And the sales department is not immune to this phenomenon. According to the U.S. Bureau of Labor Statistics*, 4 million Americans left their jobs in July 2021.

An effective sales team has proven to be a leading factor in companies’ performance and growth throughout the pandemic. For those of you responsible for enabling a sales force, this is great news. Your work and contributions are likely noticed and applauded company-wide.