Welcome to the Inside Sales Enablement Podcast, Episode 2 In this episode, Scott Santucci & Brian Lambert discuss the challenges they've encountered in positioning and selling sales enablement in organizations. While this may seem easy, the value is the eye of your internal customers.  Therefore, translating the impact and promise of the function is critical not only to their buy-in but also to the successful pursuit of the business impact your company expects from your role. Much of what we have encountered in explaining the "features and benefits" of the role come down to how our communications are received by those around us. In this podcast, we use a highly disruptive and somewhat somber analog for what it feels like to share the future path forward.  The analog?  WWI warfighting tactics and how "hard-wired" everyone was to continue to pursue them, even to their own detriment.  The generals, the people, the communication, the processes, and yes, even the measures all called for a new approach to warfare, but they just weren't embraced.  Why?  Because human muscle memory is hard to overcome.  Even if drastic and disruptive times, where NEW is required. Luckily for us, we're not in a life-or-death situation, but we are in a time of drastic change where muscle memory is required to change by confronting reality.