You’ve invested in a sales enablement program.
So why isn’t it working?
You built the materials. You rolled out the sales training. By every measure you can see, you have sales and marketing alignment.
But something feels off. Reps are creating their own content and strategies. Marketing materials sit unused. And despite everything you’ve built, performance isn’t improving.
If this sounds familiar, you’re not alone.
The sales enablement data is clear: This pattern is widespread
We surveyed 344 B2B sales, marketing, and leadership professionals — all at organizations with at least 200 in-house sales reps. Time and again, the data revealed the same thing: Adoption of sales enablement materials and methods isn’t as strong as leaders think or say. And breakdowns are happening everywhere.
Four places where sales and marketing alignment falls apart
Our research uncovered four distinct areas of tension:
Collaboration
Sales and marketing say they’re working together. Where does that break down? And what does leadership need to do about it?
Valuation
Marketing is investing heavily in sales tools and training. Why do those efforts fall flat? And what would make sales actually use them?
Adoption
Leaders say sales enablement programs are being adopted. So why are reps going rouge? And what should you do about it?
Application
Leaders say sales training is being implemented. So why aren’t the skills showing up? And what does effective reinforcement actually look like?
Each tension includes symptoms to spot in your own org, and
specific steps to address them.
Replace the illusion of adoption with the real thing
Download the full report — free, no email required. Then use what you learn to start diagnosing what’s happening between your sales and marketing teams.
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