The emergence of an informed, demanding and autonomous buyer is reshuffling the cards in the commercial function. By the time a sales rep makes first contact, the buyer has already consumed significant content, shortlisted competitors and formed strong opinions. Sales Enablement is the structured response to this new reality.
What is Sales Enablement?
Sales Enablement is the process of providing sales teams with the content, tools, training and information they need to effectively engage buyers at every stage of the sales cycle.
Why it matters now
- Buyers are 57% through their decision process before first contact;
- 67% of the buying journey is completed digitally;
- Reps with strong enablement support close 15% more deals on average.
The Info pro dital Media team
Published on
7/7/2026
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