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CSO Insights, the research division of Miller Heiman Group, conducted its fifth annual sales enablement study, with more than 900 participants from all over the world.

After a period of rapid growth, sales enablement plateaued in recent years, with 61.3% of organisations reporting having the function in place, up slightly from 61% in 2018. But enablement has a tangible impact on business results: Organisations with sales enablement have higher win rates for forecasted deals (49%) than those who don’t.

The Fifth Annual Sales Enablement Study helps sales organisations understand the most effective sales enablement approaches, providing data and actionable steps to take to ensure success.

Major findings from the report include:

  • Keep the customer at the centre: Organisations 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
  • Implement a content strategy: Sales enablement should manage the strategy from design to delivery—and make sure it’s easily accessible to sellers. Organisations that use a content strategy achieved 27.1% higher win rates
  • Create a formal charter: Organisations that have clearly defined sales enablement vision, goals and strategies saw win rates 8.7 points higher than the study’s average

Download the study to build a sales enablement strategy that translates into stronger results.