The Mascara Analogy

(A glimpse into the inevitable evolution of Sales Enablement)

During one of our Friday Walk & Talks, my wife was excitedly discussing a new mascara she had recently bought. She praised her decision, proudly noting that she hadn’t fallen into the same trap as other mothers in her WhatsApp group. She had been planning to buy it for quite some time, and when she finally made the purchase, she knew exactly which brand and type she wanted.

You see, the time she took was spent doing market research—chatting with other moms, friends at work, reading online reviews, and narrowing down options. In contrast, she said her friends made spontaneous decisions based on pop-up promotions on Facebook and other social media channels without looking deeper into the details.

Curious, I asked what could possibly go wrong with mascara, and that opened a whole new conversation. It was as if she had a prepared speech just waiting for the opportunity.

"Imagine hitting the water and your makeup smears all over your face!" she exclaimed. "Do you really want your wife looking like a clown in front of all our friends at the pool? You should know better—cheap products end up costing more!"

Eventually, the conversation ended with me proposing we buy two instead of one.

The point I’m trying to make here isn’t about waterproof mascara or how men should actively listen to their wives (a.k.a. Happy Wife, Happy Life). The real point is how traditional marketing often fails to deliver the value that end-users expect, and how consumers have adapted to a new buyer-seller experience. With the help of educators, contributors, and enablers who provide relevant feedback, ratings, insights, and personal stories, buyers today make much more informed decisions.

In the past, my wife might have looked at magazines, billboards, or commercials on buses. She would have picked what caught her eye, then walked into Sephora and asked, “Will this hold up in water?”. The store assistant would likely respond with a pre-rehearsed line, “Yes, dear, it will. I use it myself!”

And that’s precisely what happened with her friends—busy moms who walked out of the store confidently, eagerly waiting to test their purchase in the water. Then came the moment they waded in, and the mascara smeared all over their faces. Trust was broken, and they wouldn’t buy that product again.

What did my wife do differently? She texted friends, read reviews, and consulted professional communities to ensure she wouldn’t have an embarrassing incident.

The bottom line is that traditional marketing still clings to the same methods that worked to some extent during the Growth-at-All-Cost era.

Today, no one really cares about campaigns, G2 badges, or A-Z feature demos. People want to hear from other people about your product and services, exploring the potential outcome before talking to a seller or retail associate, to prove my point - according to Gartner, 72% of B2B buyers prefer not to engage with a sales rep (source: 2023 Gartner Revenue Enablement Strategic Roadmap, page 3. GARTNER is a trademark of Gartner Inc. and/or its affiliates).

You may ask: what does this analogy have to do with Sales Enablement? The concept of Sales Enablement started as a specialized function aimed at enhancing sales training. Over time, its scope expanded significantly to encompass a broader range of activities designed to facilitate efficient and effective sales execution (i.e., Sales Excellence). This evolution has been driven by the need to meet the changing expectations of both internal and external stakeholders.

The rapid changes in buyer preferences today herald a new phase of evolution for Sales Enablement practices. The influence of digital technology, especially among Generation Z and millennials, has transformed customer engagement into a more demanding, self-service and data-driven experience. Consequently, businesses are adapting their Sales Enablement strategies to align with these evolving preferences and technological advancements.

Returning to the mascara analogy, imagine both buyer and seller being empowered with the right insights at the right time. Both are advised on their next steps, whether they’re veering off course or staying aligned with their ultimate goal. The role of Sales Enablement is to identify key signals—buyer needs, pain points, expectations, and gaps—from both perspectives. Using these insights, Sales Enablement can determine the best timing and methods for supporting both parties through effective processes and technology.

Many Sales Enablement practitioners may find these ideas beyond their traditional role and responsibilities or even threatening due to potential overlaps with marketing and GTM functions. However, experienced Sales Enablement professionals can contribute significantly across the entire buyer-seller journey, from lead generation to effective selling and improved customer retention—and even beyond.

In my second book ("The Multiplier") I am exploring the expanded role of Sales Enablement and I am presenting practices that highlight its impact on empowering buyers, customers, and sellers. These practices illustrate how Sales Enablement provides actionable insights and fosters proactive visibility throughout the customer journey.

This book isn’t for those who are content with facilitating traditional sales enablement activities. It’s intended for revenue leaders and sales enablement practitioners who aim to redefine core roles and responsibilities, transforming the function into a more strategic, GTM-enhancing Multiplier.

By systematically exploring these topics, readers will gain valuable insights into the evolving landscape of sales enablement and its critical role in modern business strategies.

My first book, "Top Sales Enablement Challenges", offers a glimpse into the inevitable evolution of the role through discussions on challenges and field-tested recommendations.