Looking to build on their investments in CRM and marketing automation platforms, many B2B organizations are now focusing more deeply on the last mile of engagement by integrating sales enablement tools and processes. According to research from SiriusDecisions, spending on sales enablement tools increased 69% between 2012 and 2014.
Progressive B2B marketers are using the analytics from their sales enablement tools to better understand how content is being used by salespeople as they engage with prospects. These tools are also helping to hone the sales onboarding and coaching processes.
