Document Type
Article
Keywords
sales enablement; sentiment; key performance indicators; KPI
Publisher
Western Kentucky Univeristy, Department of Marketing
Publication Source
Journal of Selling Volume 26, Number 1 (2026)
Rights Management
Copyright in all contributions is with Western Kentucky Univeristy, Department of Marketing.
Abstract
Sales enablement (defined as the "activities, systems, processes and information that support and promote knowledge-based sales interactions with client and prospects” (Gartner, n.d.)) has evolved from a tactical resource to a strategic organizational function, crucial for aligning sales and marketing. Despite its importance, there is a lack of research on how 'sentiment' (perceptions toward enablement) influnces key performance indicators (KPI). This exploratory survey of sales and enablement professionals investigates sentiment across individual, team, and company levels, and its relationship with KPI achievement. Results reveal positive relationships between sentiment and performance outcomes at all levels with organizational sentiment being the strongest predictor of KPI achievement. Based on the findings, the authors offer recommendations for cultivating sentiment- driven enablement, facilitating revenue enablement, and optimizing through enhanced attitudinal engagement.
