Welcome to the Inside Sales Enablement Podcast, Episode 39 In this episode, the definition goes on trial and so does Scott Santucci. Scott gets temporarily removed from the co-host seat by John Thackston, VP of SOAR performance group. Perhaps no case in Sales Enablement history deserves the oft-used description "Trial of the Century" more than the case of Scott Santucci's Definition of Sales Enablement vs. the People. In this podcast, the prosecutor's arguments are presented in a trial fashion. The defendant is Scott Santucci and he's waived his right to an attorney. More than 10 years ago, the definition of Sales Enablement has existed in the market. The definition has created unprecedented international scrutiny and media attention, captivating the sales enablement profession. In one camp, the best definition = "whoever has the most organic search hits." On the side, the best definition is "created by VP's of Sales and CMOs and executives over the course of 2 working sessions as agreed upon by a team of practitioners." You're the juror. You decide. By the way, the first definition of Sales Enablement was written by Scott Santucci and published by Forrester in 2010. That Definition: Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system._ Since that time, he's received a lot of feedback on this definition, and many many many other definitions have sought to take it's place.