Marketers love branding, awareness, and lead generation programs.  They develop compelling value propositions—encapsulating the benefits of a product or service for a targeted group of customers.  The multi-channel marketing strategy is put in place and aligned with corporate objectives. Marketing is ready to go-to-market.  What can possibly go wrong?

For one, there is a potential gap between marketing objectives and field execution, where customer-facing sales people engage with buyer organizations.  I liken it to the “last mile” metaphor because this is the vital final link of the communications strategy trail for a targeted audience.

Marketers must be ready to bridge any potential gaps in strategy execution. This is where sales enablement comes into play by helping the sales force sell more effectively. Continue reading →