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Forrester Publishes New Sales Enablement Automation Report

Forrester recently published its Now Tech: Sales Enablement Automation, Q2 2020 report to help its clients make informed decisions when selecting a sales enablement automation vendor in this increasingly diverse space.

According to authors Mary Shea and Laura Ramos, businesses can use sales enablement automation (SEA) to give sellers more time to sell, improve their effectiveness and relevance with buyers, and acquire and apply the best buyer-facing skills.

But the SEA market is diverse, both in vendor size and in the functionality they offer. To help buyers better evaluate vendors, the report segments 32 vendors by annual category revenue, and according to four specific functionality categories:

Sales Content

These platforms help sellers offer the right content at the right time in the customer path to purchase and learn from buyer interactions.

Sales Engagement

With these applications, manual tasks are automated and workflows are implemented to help boost productivity and capture data automatically.

Sales Readiness

These digital tools coach sellers to grow their skills and sharpen the brand identity, which improves customer experiences.

Hybrid solutions

These vendors combine coaching with content management, workflow automation and/or predictive analytics providing a broader sales enablement solution.

Using this segmented approach, the report further breaks down the functionality of each category and notes each vendor’s capabilities.

The report also categorizes vendors by size. In this report, Forrester named Marchex a large vendor in Sales Enablement Automation. For more information about Marchex’s sales engagement capabilities, visit our Sales Edge Rescue page.

According to the report’s authors, marketing and sales leaders should evaluate vendors based on their organization’s specific needs to determine whether they should fill gaps in one enablement area or invest in a more comprehensive solution.

If you are a Forrester client, you can download the report here: Now Tech: Sales Enablement Automation, Q2 2020.