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Sales enablement is a major focus for many in the business-to-business (B2B) space, with a focus on providing sales teams with everything they need to sell. The converse is buyer enablement, which is a shift from making it easier for salespeople to sell to making it easier for buyers to buy – an outside-in approach.

My view is that both need to be enabled for an organisation to be successful – salespeople need to have every possible sales tool at their disposal, and buyers need more information that allows them to make better buying decisions...

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