Many people in technology have asked me, " What is the difference between Sales Enablement and Revenue Enablement?”

• Sales Enablement vertically supports all global sales teams: Strategic, Enterprise, AE/BDR/SDR and Channel Reps for the SMB market. The #1 goal of Sales Enablement is to create sales tools that close business faster (Deal Velocity)
• Revenue Enablement, on the other hand, has a horizontal reach into all departments and people who touch the customer in one way or another: Executive Leadership, CSM, Sales Ops, Product Management, Product Operations, Marketing, Legal, Sales Enablement, Training and Onboarding.
• My point of view on Sales Enablement is to create tools that close deals now! Revenue Enablement is about “delighting” reoccurring customers to drive key shareholder value metrics like retention rates, subscription %, and revenue % on long term contracts. These business metrics are always asked by the Stock Analysts in every TechTarget or ZoomInfo quarterly earnings meetings.

Revenue Enablement & International
• You cannot achieve the right valuation for shareholders unless you aggressively go into the top global GEOs with a local, in-country value proposition and Sales & CMS organizations. In leading both Sales & CSM teams in NA, EMEA & APAC you need one global strategy, culture and team to win big

Global Revenue Enablement Leaders Skills
• Deep technical understanding of global industry & company’s business model
• Best storyteller on what problem/pain your product solves for customer
• Excellent coaching skills with proven experience around helping create the sales message map for a product, and then not just training around “Saying it”, but “Showing it” to a customer in a well-executed SaaS demo
• Competitive Intelligence: Know the competition better then they know themselves

In advising and coaching all levels of Sales and Customer Success (1000’s of Sales and CS reps trained) I have found video training to be a key component to enablement ROI. After taking one of my training courses Sales and CSM reps do a 5-minute practice video and then a self-evaluation rating of their individual performance.

This type of accountable video training and performance scoring must be embedded in your training & onboarding to achieve high velocity in enablement payback and people ROI.