# Why sales enablement is THE trend to watch out for in 2023 Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2023-02-01 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: Why Sales Enablement is Crucial for Business Success in 2023 Meta Description: Discover how investing in sales enablement technology can bridge the gap between sales and marketing for improved collaboration and increased ROI. URL: https://financedigest.com/why-sales-enablement-is-the-trend-to-watch-out-for-in-2023html ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/istock-1400257016-1736814520185-compressed.jpg) _![](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/135-1736814520150-compressed.jpg)_ _By_ **_Nikki Dawson,_** _Head of EMEA Marketing at Highspot_ Getting your sales and marketing teams to work seamlessly together to avoid time and resources being wasted is a big challenge for businesses in every sector. Post-pandemic and now in the midst of a recession, there has never been a more important time to ensure your sales and marketing teams are aligned However, as we start the new year, we [must now reflect and establish what businesses can do better in the year](https://www.financedigest.com/2016-must-be-the-year-of-board-level-transparency-and-good-governance.html "2016 must be the year of board level transparency and good governance") ahead. In 2023 businesses should be investing in the technology their teams need in order to [reach crucial business milestones](https://www.financedigest.com/aon-assists-freddie-mac-to-reach-5bn-risk-transfer-milestone-for-u-s-mortgage-credit-business.html "AON ASSISTS FREDDIE MAC TO REACH BN RISK TRANSFER MILESTONE FOR U.S. MORTGAGE CREDIT BUSINESS"), and here’s why sales enablement is the answer. **Common pain points in 2022** Findings from a [recent survey](https://www.highspot.com/en-gb/resource/state-of-sales-and-marketing-alignment-in-europe-2022/) of sales and marketing professionals found that over half (52%) of sales and marketing leaders in the UK agree they don’t understand which marketing assets are driving results with potential prospects. For marketers, this lack of [visibility over assets limited the amount of valuable oversight which would allow them to improve](https://www.financedigest.com/improving-online-visibility-for-insurers.html "IMPROVING ONLINE VISIBILITY FOR INSURERS") content and increase adoption. As a result, we’re now left with over a quarter (29%) of marketers not feeling confident in their ability to demonstrate the [ROI achieved](https://www.financedigest.com/can-roi-achieved-automated-accounts-payable.html "Where can ROI be achieved from automated Accounts Payable?") by marketing initiatives. Due to this, 30% of those surveyed this [year feel a lack of confidence in creating marketing assets that have demonstrable success at meeting specific business](https://www.financedigest.com/2018-is-a-year-of-regulation-is-your-business-ready.html "2018 is a year of regulation – is your business ready?") objectives and driving sales growth. Equipping teams with the right tools and technology they [need to achieve business objectives](https://www.financedigest.com/why-coding-needs-to-be-re-evaluated-for-sustainability-objectives.html "Why coding needs to be re-evaluated for sustainability objectives") seems obvious, but the latest research reveals that over a third (34%) of marketers aren’t confident they have the tools they need to manage and maximise digital marketing initiatives. Furthermore, 30% of UK marketers believe that a lack of efficient technology and tools and inconsistent use of CRM (31%) are barriers to their company’s [sales and marketing](https://www.financedigest.com/sales-of-electric-bicycle-motors-market-to-record-exponential-growth-during-2017-2025.html "Sales of Electric Bicycle Motors Market to Record Exponential Growth During 2017 – 2025") collaboration. These are all crucial learnings for what marketers have identified as key barriers in their role, it’s now down to [business leaders](https://www.financedigest.com/how-leaders-can-develop-their-business-intuition.html "How Leaders Can Develop Their Business Intuition") to listen and take action. **So how did this impact revenue?** The lack of alignment between marketing and sales, and the limited visibility over how digital marketing initiatives performed in 2022 had a negative impact on [businesses’ ROI](https://www.financedigest.com/4-ways-moving-office-can-bring-your-business-roi.html "4 ways moving office can bring your business ROI"). This, as well as not having a single source of truth for [marketers and salespeople led to content chaos and became a pain point for both parties wanting to do their jobs effectively](https://www.financedigest.com/how-businesses-can-effectively-pivot-marketing-game-plans-for-christmas-2020.html "How businesses can effectively pivot marketing game plans for Christmas 2020"). For business leaders, during a time when demonstrating and justifying marketing and [sales spending is needed now more than ever](https://www.financedigest.com/uk-new-car-sales-rise-17-in-march-best-ever-month-for-evs.html "UK new car sales rise 17% in March; best ever month for EVs"), the gap between marketing content, salespeople and ROI is of great concern. **How do we tackle this in 2023?** Misalignment between [sales and marketing](https://www.financedigest.com/sales-forecast-of-ceramics-market-analysis-and-forecast-report-till-2029.html "Sales Forecast of Ceramics Market , Analysis, and Forecast Report till 2029") means, at best, energy and resources are being wasted. At worst, it leads to strategies directly contradicting each other and not being delivered, while [team members](https://www.financedigest.com/why-now-is-the-time-to-implement-a-time-saving-business-model-encouraging-team-members-to-discuss-their-challenges.html "Why now is the time to implement a time saving business model, encouraging team members to discuss their challenges") get frustrated and potentially leave. Sales [enablement has proven that it can dramatically resolve these pain points](https://www.financedigest.com/ibor-transition-the-tipping-point-for-enabling-legal-technology.html "IBOR transition: the tipping point for enabling legal technology") and be the foundation for alignment. With 72% of both teams equally agreeing that implementing sales enablement to support sales and marketing is something they believe their company should [consider in the near future](https://www.financedigest.com/finnish-centre-right-eyes-coalition-talks-as-defeated-marin-considers-future.html "Finnish centre-right eyes coalition talks as defeated Marin considers future"). It’s safe to say that in 2023 may well be the [year we see](https://www.financedigest.com/10-year-david-goliath-crusade-finally-sees-justice-for-off-plan-spanish-property-buyers.html "10 year ‘David & Goliath’ crusade finally sees justice for off-plan Spanish property buyers") it come into the mainstream. By design, sales enablement software bridges the gap to [provide a platform](https://www.financedigest.com/newly-launched-quintessential-to-provide-prestige-living-management-platform-for-prs.html "Newly launched Quintessential to provide ‘prestige living’ management platform for PRS") for alignment, offering one source of truth for linking sales and marketing activity to revenue. This year, the research found that the vast majority, (71%) of [sales and marketing professionals agree that a lack of alignment between their teams has had a negative impact on revenue, and 52% of sales and marketing leaders in the UK agree they don’t understand which assets are driving](https://www.financedigest.com/apples-weak-iphone-sales-drive-first-profit-miss-since-2016.html "Apple’s weak iPhone sales drive first profit miss since 2016") results with potential prospects. It’s clear that the need for aligned business functions has never been greater and soon, marketers and salespeople will call for AI-powered [sales enablement as an essential tool to do their job](https://www.financedigest.com/sap-to-cut-3000-jobs-explore-qualtrics-stake-sale.html "SAP to cut 3,000 jobs, explore Qualtrics stake sale") effectively. **Sooner rather than later…** If businesses want to optimise their work and maximise profits in the [turbulent economic  climate](https://www.financedigest.com/analysis-global-climate-coalitions-need-safer-harbour-from-antitrust-turbulence.html "Analysis-Global climate coalitions need safer harbour from antitrust turbulence"), they need to focus on driving change from the front by aligning their sales and marketing teams. Smart [investment decisions that adapt processes based on buyer](https://www.financedigest.com/buyers-shun-city-centres-for-country-villas-when-it-comes-to-lifestyle-investment-in-iberia.html "BUYERS SHUN CITY CENTRES FOR COUNTRY VILLAS WHEN IT COMES TO LIFESTYLE INVESTMENT IN IBERIA") engagement with marketing content, and seller activities will be crucial in the coming months. Having a sales enablement process in place can provide the necessary framework to begin coherently organising, finding, sharing, customising, and analysing content. [Sales enablement platforms can be a one-stop shop for sales processes and marketing](https://www.financedigest.com/sales-forecast-of-canned-motor-pumps-market-analysis-and-forecast-report-till-2030.html "Sales Forecast of Canned Motor Pumps Market , Analysis, and Forecast Report till 2030") insights. It’s something that can no longer be overlooked for business and their buyers. If [business leaders want to optimise their work and maximise profits](https://www.financedigest.com/julius-baer-2022-profits-fall-as-it-hits-business-cycle-targets.html "Julius Baer 2022 profits fall as it hits business cycle targets"), they need to change the way their sales and marketing teams work together. As a result, in 2023 we’ll see many [businesses investing in sales enablement technology as a way](https://www.financedigest.com/5-simple-ways-in-which-your-business-can-save-water.html "5 simple ways in which your business can save water") to drive collaboration, sales and ROI from marketing activity. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---