For your sales enablement practice, you want to improve your sales productivity (your sales forces ability to generate profitable revenue) . Achieving this goal first requires a strong foundation of the concepts of sales enablement and sales effectiveness.

During the past seven years, the transportation and shipping industry was either in the middle of market commoditization or at the very end. But in late 2011, Maersk Line placed a big emphasis on a price leader differentiation strategy. We wanted to position ourselves as the Mercedes-Benz or the Singapore Airlines of shipping. At the core of the differentiation strategy was the need for our salespeople to start selling value and...