Whether you recently implemented sales enablement or want to improve your existing sales enablement strategy, you’ll want to download the new the Fifth Annual Sales Enablement Study from CSO Insights, the research division of Miller Heiman Group. The 2019 Study shows how the goals for sales enablement continue to align with the goals of sales leaders, from increasing new account acquisition to reducing the sales cycle length, in addition to optimizing revenue.

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Defining Sales Enablement Approaches

Sales enablement needs to align to the business strategy, which means there should be buy-in from senior leadership. The report defines the four levels of sales enablement formality, which are:

  • Random approach: Sales enablement is seen as a tactical one-off project with no formal vision and strategy.
  • Informal approach: A certain understanding of what sales enablement should look like, but vision is not well-defined or documented.
  • Formal approach: Includes a well-documented vision and strategy along with a thorough analysis of the business strategy.
  • Formal with charter: Builds on the formal approach to include a sales enablement charter, or business plan where sales enablement’s vision, goals and strategies are clearly defined and sponsored and approved by senior executives.

The study found that more formal enablement approaches see higher win rates—organizations that had a formal enablement approach and charter saw win rates 18.8% higher than the study’s average. This shows why the process to adopt a charter—focusing on assessment, aligning business strategy, getting buy-in from senior executives—is worth the investment.

Additionally, keeping the customer’s path central to sales enablement pays dividends: Organizations that aligned their internal selling processes to the customer’s path dynamically saw 17.9% higher win rates and 11.8% higher quota attainment than those who didn’t.

How Sales Enablement Leads to Growth

To ensure effective, consistent and comprehensive sales enablement services, the study recommends that sales organizations follow these practices:

  • Content Strategy: Sales enablement should manage the strategy from design to delivery along the customer’s path—and make sure content is easily accessible to sellers. Organizations that use a content strategy achieved 27.1% higher win rates compared to those without a content strategy.
  • Training: The study found that organizations that invested more than $2500 per person per year achieved win rates 7.4 points above those that invested less than $500 per person.
  • Coaching: Organizations that use a dynamic approach to coaching saw win rates 32.1% higher than those who took a random approach.

Elevate Sales Enablement at Your Organization

Sales enablement continues to mature, but not all sales enablement teams take advantage of the business impact it can have for an organization. An organization’s approach to sales enablement has a significant impact on its success.

Download the Fifth Annual Sales Enablement Study to see what sales organizations are doing to get enablement right and to find actionable strategies to boost your performance.

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