So we (GetAccept) had the pleasure of doing a guest blog for Upsales. Since GetAccept and Upsales are partners, we have a lot in common. Not only do we share a great integration, but we also share the same interest in sales. Let’s dig deeper into one big topic within B2B sales: Sales Enablement.
What does sales enablement mean?
Before we start talking about metrics, let’s briefly explain what sales enablement is. Sales enablement describes any effort to continuously improve the training, ongoing skill development, and performance of all contributors in a sales organization. Sales Enablement selects tools and software that can make sales reps work more efficiently, plan training, and events to boost their knowledge. It also evangelizes sales best practices and methodologies to increase sales effectiveness.
Sales enablement will often partner most with two sets of stakeholders in the organization - the sales management organization to make sure sales go-to-market is aligned with the field and sales operations - who is an essential partner in making sure sales processes and workflows are as simple as possible.
The definition sales enablement has evolved - we at GetAccept view it as the field specializing in the training, development, and optimization of all sales performers within a given organization. Even though sales enablement is all about getting better sales results, one of the profession’s pitfalls is it is tough to attribute the impact of sales enablement programs towards increased sales performance. If annual revenue rises - sales leadership, product, or market circumstances can be taken by management to justify the results.
This is why it is essential to adopt metrics - to ensure that sales enablement efforts are being measured across the organization.
How to measure sales enablement metrics?
Let’s take a look at some sales enablement metrics below:
Sales enablement metrics
- Ramp time
- How long does it take a sales rep to go from total newbie to reach a quota?
Sales enablement teams should record ramp time before a sales enablement program is introduced and then compare these results in cohorts based on changes made.
- Win rate and win rate by a competitor
- Can we measure an increase in deal conversion as a result of sales enablement efforts?
This metric may be marginal such as 2-15%, but across hundreds of opportunities per year could mean hundreds of thousands in marginal revenue increase.
- Training consumption and certification
- How many courses are created per quarter and how many hours were they viewed?
- Of the total sales force, how many individuals were successfully certified, and how many individuals recommended the course (NPS score 1-10) post-completion?
- Sales cycle time
- Are sales cycles reduced in length?
- If they are remaining the same, are they becoming more effective with fewer interactions needed per closed-won deal?
These numbers can be generated by looking at opportunity creation to a closed-won/lost date and syncing all emails, calls, and SMS messages to the sales team.
- Opportunity size
- Is deal size increasing over time?
- What percentage of deals include mentions of other products or more advanced product upgrades?
- Content utilization
- How many times are case studies, sales decks, and supporting materials sent to customers?
- Are they viewed, for how long, and are they forwarded?
- Sales enablement survey score
It is always good to survey your sales team to gather further sentiment about the impact of your company's sales enablement program, to get both qualitative and quantitative feedback. With the help of this data, you will understand which enablement areas are the weakest or even missing.
- Calls audited per month and the average score
- How many calls were listened to by management and received substantive feedback?
- Are calls gradually improving in a score?
Are you interested in reading more about Sales Enablement - GetAccept has created a Sales Enablement Hub, where you find different ways to approach it and what tools you can use to optimize your different processes in your organization!
Partner Engagement Manager @GetAccept