Sales Enablement and Hindrance Stressors’ Effects on Burnout, Turnover Intentions, and Sales Performance

Salesforce retention remains a challenge to keeping the “best and brightest” talent. To reduce salesperson attrition, some companies are investing in sales enablement initiatives. Based on perceptions of 302 B2B sales professionals, this study tests the direct effects of sales enablement on hindrance stressors, burnout, performance, and turnover intentions. The results show that sales enablement has a direct, negative impact on hindrance stressors, burnout, and turnover intentions, while directly increasing sales producer performance. One significant finding is that burnout partially mediates the relationship between sales enablement and turnover intentions, but not sales performance. The results further show that hindrance stressors partially mediate the path between sales enablement and burnout, but do not directly influence turnover intentions or performance directly. When firms do not enable their salespeople and minimize excessive hindrance-related stress, there is a significant chance that the salespeople will quit or underperform. Managerial implications are discussed, along with future research endeavors.