Forbes Insights: How Leading Companies Drive Sales Productivity

October 20, 2015 | Brendan Cournoyer
Forbes Insights: How Leading Companies Drive Sales Productivity

It’s no secret that sales productivity – defined simply as the concept of increasing revenue per rep – presents a major challenge for every organization. It’s not just the laggards that need to find ways of improving the efficiency and effectiveness of their sales forces; even best-in-class companies face these challenges.

The question is – what are these leading companies doing differently?

New research from Forbes Insights, in association with Brainshark, takes an in-depth look at answering this very question. The report, The Power of Enablement: Bridging the Sales Productivity Gap, shows that sales productivity is a top-of-mind issue for companies above (or well above) revenue targets. In fact, 71% of C-level executives describe sales productivity as “critical” to future growth, and rank it ahead of other key areas such as product excellence and branding.

As the report stats: “Those with top performing sales teams see real and measurable results from their focus on best-in-class sales practices—having a defined sales enablement function, strong alignment of sales and marketing, and a focus on content and technology to improve both the efficiency and effectiveness of their sales force.”

Top-performing organizations make sales enablement a priority

One of the key findings of the report is that sales enablement (and thus issue of sales productivity) is dead center on management’s radar screens. In fact, nearly three-fifths (59%) of leading companies have a defined sales enablement function. (The number is even higher for companies that report revenues more than 25% above their current plan.)

Other key findings:

  • Content is the secret ingredient to sales productivity – Top-performing companies look to sales enablement technology to power their content strategies. Sales content analytics (44%) and easy, instant access to content in the field (41%) are the primary features these leading companies look for from a sales enablement solution.

  • Sales enablement solutions (55%) are the top technology investments for boosting sales productivity – Other key areas included analytics (54%), CRM (53%) and learning technologies (45%).

  • Leading companies provide consistent sales messages – Seven out of 10 top-performing organizations excel at providing a consistent sales message throughout the buyer’s journey, compared to 37% of all other firms.

But that’s the tip of the sales productivity iceberg. For more on what leading companies do to drive results, get your free copy of the full in-depth report here.

To learn more about how Brainshark helps companies harness the power of content to improve sales productivity and win more deals, check out the Brainshark Sales Accelerator.

The Power of Sales Enablement 

Looking to drive sales productivity at your organization? Learn more about how Brainshark can help.

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