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<p>Sales enablement has emerged as a critical area in sales and B2B management, yet its academic literature remains fragmented and dispersed. This study examines a bibliometric analysis of 232 peer-reviewed articles indexed in Scopus to enhance existing knowledge and chart future directions. Performance analysis was used to examine publication and citation patterns, while science mapping techniques – including co-citation, bibliographic document coupling, multiple correspondence analysis, and keyword co-occurrence – were applied to identify intellectual foundations and thematic clusters. The findings show that research has expanded rapidly since 2015, moving from early emphases on solution selling and salesforce management to more recent focus on value-based selling, social media engagement, and customer-centric approaches. Thematic analysis highlights three dominant streams – value creation, social and platform-based engagement, and brand/content strategies – while also revealing emerging but underexplored areas such as artificial intelligence, customer experience, and SMEs. Building on these insights, five future research directions are proposed to advance the field.</p>

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Reimagining sales success: the emerging science of sales enablement

  • 期刊论文

  • 发表日期：

    2026年1月14日

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  • Shubhendra Singh Parihar,
  • Ankit Mehrotra

摘要

Sales enablement has emerged as a critical area in sales and B2B management, yet its academic literature remains fragmented and dispersed. This study examines a bibliometric analysis of 232 peer-reviewed articles indexed in Scopus to enhance existing knowledge and chart future directions. Performance analysis was used to examine publication and citation patterns, while science mapping techniques – including co-citation, bibliographic document coupling, multiple correspondence analysis, and keyword co-occurrence – were applied to identify intellectual foundations and thematic clusters. The findings show that research has expanded rapidly since 2015, moving from early emphases on solution selling and salesforce management to more recent focus on value-based selling, social media engagement, and customer-centric approaches. Thematic analysis highlights three dominant streams – value creation, social and platform-based engagement, and brand/content strategies – while also revealing emerging but underexplored areas such as artificial intelligence, customer experience, and SMEs. Building on these insights, five future research directions are proposed to advance the field.