Orchestration is such an important part of "Commercial Enablement", as has surfaced in the research shared by Scott Santucci and Brian Lambert, PhD. I've posted a short video explaining my take on why an Orchestrator is such an important role in Commercial Enablement.

B2B companies struggle with the complexity of the Customer environment and how to translate a product story into a Solution that solves customers problems. Mixed messages emerge, and Sales is often torn between quota targets and generic marketing speak.

Orchestrators are pivotal to Enablement for any organization. To help further clarify on the work that Scott and Brian have been doing as part of the State of Sales Enablement study, I wanted to highlight the characteristics / competencies of an Orchestrator.

The closer a performer (some might say doer) is to the middle of this diagram, the closer they are to being an effective Orchestrator!

#sesociety #salesenablement #insidese #iamanorchestrator