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 salesforce.com. 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,
--Rob Acker, CEO, Salesforce.com
"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
--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
--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
--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