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Sales enablement: conceptualizing and developing a dynamic capability

Author

Listed:
  • Robert M. Peterson

    (Northern Illinois University)

  • Avinash Malshe

    (University of St. Thomas)

  • Scott B. Friend

    (Miami University)

  • Howard Dover

    (The University of Texas at Dallas)

Abstract

Practitioners have touted sales enablement as a prominent solution to the challenges of the evolving buying and selling environments; however, empirical research on this concept is nonexistent in extant literature. Furthermore, while the pervasiveness of sales domain scholarship suggests that salespeople will continue to influence sales practice through expanded opportunities, firms must also blend the art and science of engaging customers in a profitable and sustainable manner. To address these scholarly demands, the authors designed an empirical study that conceptualizes sales enablement and offers an in-depth perspective on how organizations enable their sales force. The authors employ an ethnographic inquiry comprising various data sources, including 41 depth interviews with professionals responsible for sales enablement architecture and/or execution. Findings offer a multi-dimensional conceptualization of sales enablement and introduce a process model which explicates how firms develop sales enablement as a dynamic capability. This study expands current knowledge by offering foundational insights and advanced theories of sales enablement, while also providing strategic implications for sales organizations responding to evolving customer demands and selling environments.

Suggested Citation

  • Robert M. Peterson & Avinash Malshe & Scott B. Friend & Howard Dover, 2021. "Sales enablement: conceptualizing and developing a dynamic capability," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 542-565, May.
    • Handle: RePEc:spr:joamsc:v:49:y:2021:i:3:d:10.1007_s11747-020-00754-y
    DOI: 10.1007/s11747-020-00754-y
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    Cited by:

    1. Johannes Habel & Sascha Alavi & Nicolas Heinitz, 2023. "A theory of predictive sales analytics adoption," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 34-54, June.
    2. Francesca Bonetti & Matteo Montecchi & Kirk Plangger & Hope Jensen Schau, 2023. "Practice co-evolution: Collaboratively embedding artificial intelligence in retail practices," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 867-888, July.

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