Lesson 1: Template for Success


Too often, sales enablement becomes the “fixer of broken things”, solving problems as they arise with no real scope or strategy for prioritization. By establishing a sales enablement charter, practitioners are able to outline exactly who they are going to support, how they are going to support them, and where their roles start and stop. This lesson will cover how a charter can build the foundation for successful sales enablement initiatives, and can align practitioners on:

  • Mission, Opportunity, Goals: Identifying these allows sales enablement to more clearly define the value sales enablement will bring to the business, and how it will get there.
  • Stakeholders: Identifying who needs to be brought in, as well as who key audiences or champions are, is key to enlist support for sales enablement initiatives.
  • Outcomes: Using metrics to prove value allows sales enablement to demonstrate the direct business impact of initiatives.
  • Logistics: Understanding resources sales enablement will need or risks sales enablement may face allows you to mitigate and plan for these roadblocks ahead of time.


Without a charter, sales enablement practitioners can lack the vision necessary to build a function that will generate long-term business impact. Using a charter to create a shared, concrete understanding of sales enablement’s function within your organization allows sales enablement to gain momentum and excel over time.


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