How Is Sales Enablement Measured?

July 18, 2013 | Brendan Cournoyer
How Is Sales Enablement Measured?

Calculating return on investment (ROI) can be a challenge for marketers, especially when it comes to strategies around content marketing and social media.


Sales? That’s a lot easier, since primary goals are tied directly to revenue.

That being said, there’s a difference between sales and sales enablement, and as the folks at SiruisDecisions point out in a recent report, the success of the latter is about more than just the bottom line.

The research brief, titled Sirius Data: The Sales Enablement Function, states that “revenue attainment can be a lagging indicator” when it comes to measuring the impact of a sales enablement solution or strategy. In other words, depending on the sales cycle, it can often take several months for the financial impact of sales enablement efforts to be realized.

As with marketing, sales enablement efforts need to measurable. So the question is – how is sales enablement measured?

Survey results show that completion of sales training and the utilization of content are the most common criteria for gauging success. This should come as no surprise. Onboarding new hires and preparing sales teams are critical to boosting sales effectiveness, which is why training is often the first thing that comes to mind whenever sales enablement is mentioned.

At the same time, content and sales communications were among the hottest topics at this year’s SiriusDecisions Summit. As Brainshark CEO and event attendee Joe Gustafson pointed out, “while most in attendance already understood the critical role quality content plays in the sales enablement process, they still had questions about the best ways to analyze their content needs, create the right content for different audiences, and deliver those resources in an impactful way.”

So the next natural question is – what are the criteria for evaluating sales training and content? For more details and additional insights into sales enablement for B2Bs, download the free report below

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