Sales Enablement Benchmark Report

Jesse Hopps's picture
Jesse Hopps
Jesse Hopps wrote:

We are just about to start a new research study to produce a benchmark report on Sales Enablement. The study will happen in August and the benchmark report will be published in September. 

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Jerry Rackley's picture
Jerry Rackley
Jerry Rackley wrote:

Our Sales Enablement survey is already revealing some insights.  There are two that I think are pretty significant.

The first has to do with how Sales Enablement is understood.  The top answer to the question we ask to determine this is:  "It develops strategy to help improve the sales process."  Note the word "strategy" in that statement.  It connotes that Sales Enablement, as it is understood by the survey participants, is a strategic function.  However, when we ask the participants to tell us if their Sales Enablement function is oriented more operationally or strategically, only 18% said it was oriented strategically.  I think it is hard for a strategic function to be effective when it exists in a day-to-day, operational world.

Another interesting insight is revealed when we compare responses from organizations that claim their Sales Enablement function is making a significant contribution, to those who say their function is making no discernible contribution or only a slight one.  The differences show up in several areas:

  • Sales Enablement is poorly understood where it is not making a contribution
  • It is doing different things - focused less on providing training and assets to the sales team where it is not making a contribution
  • It is a much younger function where it is not making a contribution (56% of orgs report that the function is less than 2 years old vs. 24% for orgs where it is making a contribution)
  • It is measured differently, if at all - 48% report no measurement or accountability for Sales Enablement - in orgs where it is not perceived as contributing


There are other insights as well.  The first draft of the Sales Enablement Benchmarking Study report is about 2 weeks away from completion!  We'll present the results at an upcoming webinar and at DemandCon on Oct. 1st.

Clare Price's picture
Clare Price
Clare Price wrote:

We are also completing a new in-depth look at Sales Enablement based on our benchmark study and in-depth client interviews. This study will provide trends analysis as well as action plans to create or improve your sales enablement intiatives and processes.  

Lauren Sytsma's picture
Lauren Sytsma
Lauren Sytsma wrote:

This report is now complete! Click here to check it out!