North America

CSO Insights Releases New Report: 2017 Sales Enablement Optimization Study

CHICAGO (Oct. 23, 2017) – Today CSO Insights, the research division of Miller Heiman Group, releases the findings from its third annual, global sales enablement study. Sales enablement is rapidly emerging as a major component of the go-to-market strategies of successful sales organizations, and the 2017 Sales Enablement Optimization Study is the most current and comprehensive analysis of this discipline available.


“Sales leaders look to enablement services for help with performance goals like increasing revenues and margins, new account acquisition and penetration of existing accounts,” said Seleste Lunsford, senior director of CSO Insights. “Enablement also supports productivity goals, like increased selling time and faster onboarding.”


CSO Insights uses the term “sales force enablement” to highlight the expanded scope of enablement services. The definition of the term is: “A strategic, collaborative discipline designed to increase predictable sales results by providing consistent, scalable enablement services that allow customer-facing professionals and their managers to add value in every customer interaction.”


The report introduces CSO Insights’ new Sales Force Enablement Clarity Model, which builds on the definition of sales force enablement and serves as a guide to assembling an organization’s sales enablement discipline step by step. The model shows each of the facets of enablement necessary to create or upgrade an effective process and practice.


The research findings suggest that enablement functions can improve scalability, sustainability and success rates by putting three elements in place: formal, company-wide collaboration, integrated technology (such as a sales enablement content management system) and a clear governance model.



For the third year in a row, sales training is the most commonly offered enablement service for salespeople. Overall training effectiveness has improved compared to 2016, with social selling training in particular showing a strong relationship to better quota attainment.


The study surveyed salespeople, sales managers and sales leaders in North America, EMEA, Asia, Australia and New Zealand. About 60 percent of respondents said their organizations have an enablement function, compared to 33 percent in 2016.


About CSO Insights

As CSO Insights is the research division of Miller Heiman Group, dedicated to improving the performance and productivity of complex B2B sales. The CSO Insights team of respected analysts provides sales leaders with the research, data, expertise, and best practices required to build sustainable strategies for sales performance improvement. CSO Insights’ annual sales effectiveness studies, along with its benchmarking capabilities, are industry standards for sales leaders seeking operational and behavioral insights into how to improve their sales performance and to gain holistic assessments of their selling and sales management efficacy. Annual research studies address sales and service best practices, sales enablement and sales performance optimization.


About Miller Heiman Group

Miller Heiman Group is one of the largest professional services providers in the world and is transforming workforce training into a revenue-driving business initiative based on innovation and technology. Many of the largest and most respected brands in the world work with Miller Heiman Group, which offers the broadest set of sales- and customer-service-based solutions in the market. With 63 offices globally, Miller Heiman Group has the breadth and depth to help every organization sell more and service better. To learn more, visit our website. Follow us on LinkedIn, Twitter, Facebook, YouTube and Google+.


Media Contact

Mark Derowitsch Sr. Manager of Communications (402) 613-1943