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Sorry, Marketing, You Don't Own Sales Enablement

by Ken Gaebler  |  
June 25, 2018

This article is part of an occasional series from leading voices about key issues facing marketing today.

I've always tried to be a B2B marketer whom salespeople love. My logic was simple: If the sales folks love me, I'll never get fired.

The other day, when I bumped into Gary, who worked in Sales at one of my prior clients, he gave me the sound bite I always strive for: "I was always happy to see you walk in the door because I knew the leads would be coming in not too long after you left."

As a sales-oriented marketer, you can't ask for more than that.

To earn love from Sales, I've always focused on two things: lead generation and sales enablement.

The former, lead gen, is self-explanatory, but sales enablement is no longer what I once thought it was. It's now Sales Enablement—with capital letters—and it's a profession unto itself these days.

In fact, I just checked LinkedIn and found tens of thousands of people with "Sales Enablement" in their job titles.

Wait, isn't this Marketing's job?

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Ken Gaebler is CEO and founder of B2B tech marketing agency Walker Sands. He has developed B2B demand-gen programs for some of the largest tech companies in the world. Contact him at

LinkedIn: Ken Gaebler

Twitter: @gaeblerdotcom

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  • by Toni Abraira Fri Jun 29, 2018 via mobile

    I am so proud to have been a part of a company that allowed us to be light years ahead of this game. I ran a multi-level 5 office Marketing Department for a tech company that was already doing this. None of this is new. We even had our own in-house IT department that was so on top of solutions that the digital age was seamless. It is sad and shocking that this is news. Iím talking 1990ís people. Been there, done that! Whoever did not was obviously not doing it correctly! Now we call it Sales Enablement? New name for retention and going deep and wide in an account.

  • by Peter Strohkorb Mon Jul 16, 2018 via web

    I love this article because it reflects my personal and professional beliefs on what SE and ABM should look like in an organization.Well written Ken Gaebler !

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