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BtoB Magazine

Content Drives Sales Enablement - Businesses are combining CRM technology with content marketing to capture leads BtoB Magazine

Sales enablement has gone far beyond such sales force automation tools as CRM solutions that merely help sales personnel be more efficient. Today, the key sales enablement solution is marketing and its main driver is content. With content driving sales enablement, it's no surprise that content management solutions are becoming more prominent. For example, Ebix Inc., a supplier of e-commerce software solutions to the insurance industry, uses sales-enablement company iCentera Inc., to ensure accurate document management of its myriad technical specs, training guides and manuals.