Lesson 1: (How to Manage) Sales Enablement Stakeholders


Managing stakeholder expectations can be challenging. Stakeholders span the company from marketing, to sales to ops, and even the C-suite, and often have different areas of expertise, responsibilities, and vantage points into organizational priorities. It is important that sales enablement has a deep understanding of the responsibilities of each stakeholder in order to establish collaborative relationships with them. This lesson covers core responsibilities of common stakeholders and the nuances of how to work best with each, including:

  • Marketing: Sales enablement and marketing often have overlapping responsibilities when it comes to sales content, as both are needed to craft messaging and tailored pitches.
  • Sales Operations: Sales operations captures the analytics and data needed to drive sales enablement initiatives toward achieving the desired results.
  • Sales: Sales leaders are often scarce on time, so it’s important for sales enablement to identify where sales leaders want to drive change, and how to do so.
  • CEO and C-Suite: Demonstrating that sales enablement initiatives are tied to business priorities is essential to gain buy-in and support from the top-down.


Sales enablement is often in the middle of many different priorities and projects, so it is essential that sales enablement use this positioning to align stakeholders on sales enablement initiatives. By knowing your audience, and collaborating in a way that is beneficial to both parties, sales enablement is set up to improve sales productivity, performance, and proficiency with help from across the organization.


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