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Miller Heiman Group and CSO Insights’ sales industry experts publish comprehensive guide on how to build a successful enablement discipline that improves sales performance

CHICAGO, May 1, 2018 ‒  Miller Heiman Group and its research division CSO Insights released a new book today that provides companies with a blueprint for how to create a successful sales enablement discipline that reverses the trend of declining sales performance.

“Sales Enablement: A Master Framework to Engage, Equip and Empower a World-Class Sales Force,” co-authored by Miller Heiman Group CEO Byron Matthews and CSO Insights Research Director Tamara Schenk, outlines the critical elements of a strategic sales enablement function and how to implement them. Backed by CSO Insights research and decades of Miller Heiman Group experience, the book addresses how sales organizations can use enablement to keep up with industry changes and the shifting needs of today’s buyers.

The book provides what few organizations currently have: a clear definition of sales enablement. Further, by using the Sales Force Enablement Clarity Model, it gives a framework for establishing a scalable, adaptive discipline for all organizations. Specific topics include:

  • Sales enablement services comprised of content, training and coaching
  • The inner workings of enablement: collaboration, technology, operations and measurement
  • The role sales enablement plays in shaping the future of the industry

“Sales organizations invest hundreds of thousands, if not millions, of dollars in CRM solutions, training programs, sales collateral and hiring tools – all designed to create effective sales enablement for their organizations and develop world-class sales teams,” Matthews said. “But with buyer expectations and habits evolving faster than businesses can adapt, the majority of organizations are struggling to see a return on those investments.”

Recent CSO Insights research found that between 2012 and 2017, the percentage of salespeople making quota dropped by 10 points, and the percentage of companies achieving revenue goals fell 4 points. To combat these downward trends, more organizations are putting an increased focus on sales enablement, with 59 percent of companies having a dedicated enablement person, program or function (up 40 percent from 2013).

Unfortunately, investing in sales enablement alone is not enough. Only 35 percent of organizations say their enablement discipline meets or exceeds expectations. Among that leader group, however, the benefit is clear: Organizations with successful sales enablement programs see 67 percent quota attainment, compared to only 42 percent for companies that admit their enablement programs fall short of expectations.

“There is a direct correlation between successful sales enablement disciplines and attaining annual quota and revenue goals,” Schenk said. “That’s why sales organizations need a framework for creating a sustainable, consistent enablement discipline that has a real impact on sales performance.”

To download a chapter excerpt and purchase “Sales Enablement: A Master Framework to Engage, Equip and Empower a World-Class Sales Force,” visit


About Miller Heiman Group

Miller Heiman Group is the global leader in providing organizations the sales methodology plus technology to drive revenue. The organization consults with successful brands, both large and small, to implement training, technology and coaching that drastically changes business outcomes. Through a combination of system innovation, unique industry research and proven learning approaches, Miller Heiman Group is future-proofing clients through the next wave of sales disruption. For more information, visit

About CSO Insights
CSO Insights is the research division of Miller Heiman Group, dedicated to improving the performance and productivity of complex B2B sales. The CSO Insights team of respected analysts provides sales leaders with the research, data, expertise, and best practices required to build sustainable strategies for sales performance improvement. CSO Insights’ annual sales effectiveness studies, along with its benchmarking capabilities, are industry standards for sales leaders seeking operational and behavioral insights into how to improve their sales performance and to gain holistic assessments of their selling and sales management efficacy. Annual research studies address sales and service best practices, sales enablement and sales performance optimization. For more information, visit

Media Contact

Rosie Gillam
Walker Sands Communications