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Enablement Mastery


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About the Author

Elay Cohen is the author of SalesHood: How Winning Sales Managers Inspire Sales Teams to Succeed and the co-founder of SalesHood a "software as a service" platform and community for sales professionals. Elay is the former Senior Vice President of Sales Productivity at Recognized as the company's "2011 Top Executive", he ran the teams that executed sales training, on boarding and deal support for thousands of salespeople. He also created the Partner Relationship Management category. He lives with his family in San Francisco.


"Elay Cohen, one of the greatest minds in sales enablement, has captured a vast amount of knowledge from his experience over the years to give us the what, the why, and the how of this exciting industry. Enablement Mastery shares the pros and cons as well as the highs and lows of Elay's journey as a sales enablement leader. Cohen also provides valuable ideas and game plans to help others on their journey. It's rare you find a book that will be a reference for the future. This book has valuable insights and ideas on every page. A home run!"
--Howard Dover, Ph.D.; Director, Center for Professional Sales, Naveen Jindal School of Management, University of Texas at Dallas

"Elay is hands down the best enablement leader I've worked with over the years. Enablement Mastery is a proven playbook for CEOs and leadership teams to embrace if you want to transform culture by aligning and enabling teams as scale. Well done, Elay!"
--Rob Acker, CEO,

"Elay Cohen is a legend in the sales enablement industry, and I wholeheartedly endorse Enablement Mastery. Anyone starting, or looking to improve, their sales learning function needs to read this book first."
--Brian Frank, Vice President, Global Sales Operations, LinkedIn

"Enablement Mastery is awesome. As a CFO, enablement as a percentage of revenue is something I think about a lot and I believe every C-suite member should be an evangelist of enablement. Enablement Mastery is a great roadmap for companies to tie enablement strategies with company strategies versus being an afterthought."
--Elena Gomez, Chief Financial Officer, Zendesk

"Elay has cracked the code on sales success for large hyper-growth companies. Elay's success as the former SVP of Sales Productivity at Salesforce and decades of experience working with some of the fastest growing technology companies make him the expert in the industry, as shown in Enablement Mastery. This book is filled with strategies and practical advice to help leaders solve their top growth challenges."
--Arjun Gupta, Chief Believer, Telesoft; Executive Chairman, SalesHood

"In 35 years of sales transformation projects, I have met only a few leaders who have helped generate billions of dollars of shareholder value and Elay was (and is) the thought leader by far. Elay's success is legendary. Elay goes beyond the theory of enablement and is able to create repeatable, predictable, and measurable selling results. Enablement Mastery is the book for creating great enablement leaders and highly functioning enablement teams."
--Barry Rhein, Founder, Selling Through Curiosity

"Enablement Mastery is more than a book about sales enablement, it is a workbook that helps a practitioner at any stage of their career take their sales enablement effect to the next level. Whether you are just getting started, or have been in your role for a while, you'll take away expert insight and guidance that can be implemented immediately."
--Carol Sustala, Vice President, Sales Enablement PowerSchool Group

"With Enablement Mastery, Elay Choen enabled us with a masterpiece on sales enablement! A captivating roadmap to help shape your vision for sales enablement, this book also helps you blend the right enablement culture, organizational design, and process for a successful go-to-market strategy. A must-read for any leaders in sales, marketing, and learning and development roles in modern organizations."
--Jo l Le Bon, Ph.D.; Professor, C.T. Bauer College of Business; Director, Executive Education - Stephen Stagner Sales Excellence Institute (2010-2015), University of Houston

"If you want to know how to make your organization achieve revenue excellence, shorten your learning curve and read Enablement Mastery. Elay's book is practical, proven, uniquely insightful, and based on experience and hard lessons from the trenches. It's the Holy Grail of enablement. Elay's book contains the schematic, now execute!"
--Robert M. Peterson, Ph.D.; Dean's Distinguished Professor of Sales, NIU Professional Sales Program, Northern Illinois State University

"Elay does the enablement profession a huge service by writing Enablement Mastery. His book is perfect for practitioners who want to systematically improve the performance of the entire sales force and impact massive growth. Moving from tactics and tools into the strategic value of the role is how we will elevate the enablement profession."
--Scott Santucci, Founder, Sales Enablement Society; President, Growth Enablement Ecosystems

"Elay's new book Enablement Mastery is very illuminating for sales enablement professionals. It should become their bible. Elay captured the emerging trends of learning, communicating, and collaborating using video. The book captures the amazing inside story at Salesforce, from Marc Benioff's vision, to execution of the sales enablement initiative. Elay humbly shares some of his own mistakes and realistic political battles that are inevitable on his journey to success. The book is real and authentic. Congratulations to Elay on an outstanding, insightful, practical, and inspiring book."
--Gerhard Gschwandtner, CEO, Selling Power

"If you are a professional sales leader or are a non-profit trying to have more meaningful conversations with your customers or donors, this book is for you."
--Lynne Smith, Vice President, Digital Services, United Way Worldwide

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