State of Sales Enablement Operations and Technology Report 2023/24

This report is the second annual edition of the State of Sales Enablement, Operations, and Technology. It examines the evolution of sales enablement and the sales technology landscape, highlighting the challenges and opportunities faced by growth leaders in the current dynamic sales environment. The report underscores the importance of aligning sales content, training initiatives, technology stack, and operational activities to enhance efficiency and effectiveness. It discusses the critical role of sales enablement in empowering sales teams with the necessary tools, resources, and knowledge to succeed in a competitive marketplace. The methodology includes desk research, qualitative interviews, and an online survey of B2B organizations, providing insights into the maturity levels of sales enablement and operations. The findings indicate that while many organizations have improved their maturity levels, there remains significant room for growth, particularly in adapting to the complexities of modern buyer journeys and the integration of digital tools and strategies.