In praise of nuance
Marketing = ensuring your prospective customers know of your sales proposition.
Enablement = ensuring your prospective customers have sufficient information to make a purchasing decision.
Generally, marketing is proactive, outbound, and designed to generate attention and interest. Enablement responds to incoming enquiries (created by marketing) with nuture sequences, assets, and calls to action.
The assets – white papers, video clips, user guides, case studies, solution briefs – can be used by both marketing and enablement.
In my experience, marketing prefers high-level, strategic, non-technical pieces that tend to be short. Vorsprung durch Technik, and all that. Enablement prefers gritty reality, often in a longer form complete with hard evidence, KPIs and dollar savings.
But, in the words of the wonderful Dr Ben Goldacre, “I think you’ll find it’s a bit more complicated than that.”
If you’d like to learn more, drop me a nuanced line: email@example.com