The basic difference between demand generation and sales enablement – our working definitions.

The company I’m working with to develop Sales Enablement tools wanted to equip its traditional channel partners with an effective library of sales content, rather than supply the usual field marketing and content materials and slap the “sales enablement” label on them.

To help explain the conceptual difference between Demand Gen and Sales Enablement at this company — and their respective interactions with buyers — I created this chart:

Feel free to use it as an at-a-glance reference for your partners. Since every brand’s marketing team and channel models are different, your mileage may vary.