‘Sales Enablement Automation – A View Of The Landscape’ – Forrester
Steven Wright says, “In the days before Waze, Google Maps, or even Mapquest, when I needed to figure out how to get somewhere in Southern California, I relied on the Thomas Guide. Still available for many areas, the thick, spiral-bound tome was the location bible. It was not the easiest thing to use. Everyone’s copy was dog-eared through constant flipping back and forth to compare the street name index at the back with the coordinates on the correct map-page at the front. It was time-consuming, and sometimes confusing if you didn’t know the exact version of the street – court versus place versus avenue – or what section of the street you were looking for.
The market landscape for sales enablement automation solutions has been in the Thomas Guide phase of finding solutions. There are a wide range of vendors, with a correspondingly wide range of offerings and capabilities. That leads to the web-based equivalent of flipping back and forth trying to map what it is they really do to where you want to go”.
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