Sales enablement may be a fast growing discipline, but still only 33 percent of organizations have a formal sales enablement program or function in place, according to data from CSO Insights. While that’s a big improvement from 2013 (19.3 percent of organizations had one) just think how many companies are leaving revenue on the table because they fail to fully invest in their salesforce.

Now, many sales organizations take an informal approach to sales enablement. They use it to pilot sales training initiatives. It might seem like a good answer to tight budgets and stretched resources.

Don’t buy it.

When you really measure it, informal sales enablement initiatives don’t work very well. Organizations with a formal plan in place achieve 10.2 percent more of their revenue plan attainment than organizations that don’t. What kind of impact would that have on a company’s bottom line?

Just having a sales enablement function in place no longer cuts it. You need to do better if you want to see the fruits of your labor.

Successful organizations think strategically about their sales enablement initiatives. They often use enablement to uncover challenges their customers face and then find or create content and messaging that addresses those needs. Their enablement initiatives include mission, vision, purpose, objectives, roadmaps and key metrics as part of their strategy. In this way, they can align everything an organization does in the market to their sales enablement strategy.

Part of your strategic thinking must include the development of product training for services and sales content at the same time, and align all services around value messaging.

When you think strategically about your sales enablement initiatives, and your content is embedded across several functions, it’s easier to stick with it and make it a regular part of your plan.

If you’re not thinking strategically about sales enablement, you may be missing out in terms of higher quota achievement and increased revenue. To learn more about how you can energize your sales enablement initiatives, listen to the webinar: Sales Enablement: Making the Pain Worth the Gain.

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