It’s not often that a piece of research comes out that really shakes the sales game. Recently, I believe that a CSO Insights report did just that.
In their 2018 Sales Enablement Report, a number of really important data points were shared. Some of these proved what I saw in our consulting practice for years (I will share some of those thoughts in a moment).
The absolute, most impactful data points were this:
Go back and reread those stats for a moment. Because they blow my mind.
This means that:
This is astounding to me.
I have been an advocate for great sales enablement since before it was called sales enablement. And I am passionate about not only helping customers have great sales experiences, but also sellers having meaningful, productive careers. But this data says that, unless you are one of the companies doing it well, sales enablement still has a long way to go.
In other words, too many organizations have just re-labeled their training/sales ops/marketing players as "sales enablement" and are not seeing expected results. The data clearly shows that doing sales enablement in the right way will drive win rates and quota attainment.
We have to change the narrative, folks. The most important thing to know about sales enablement is that you MUST do it correctly - because doing it incorrectly will hurt your business.
Here are some of the insights from the report that answer this question:
There really is much more to say about how to “do” sales enablement correctly, but I’ll let you read the report before going any further.
Let me leave you with this: Selling is a constantly evolving – and increasingly complex – business. As a result, it requires a new approach to making it both effective and efficient. Please don’t leave it to happen organically. Make it a strategic priority to embed sales enablement in your overall strategic planning – because how you execute is as critical as what you execute.
I mua. Onward and upward.
Global Lead, Sales Process & Methodology at Workday
With well over a decade’s worth of experience in developing sales team performance, Tim has helped Fortune 500 companies design and adopt selling solutions internationally, build sales systems that increase revenue and customer loyalty and create genuine coaching cultures.
Find out more about Tim Ohai on LinkedIn
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