The importance of sales enablement activities on sales growth has never been more evident, and the gap in results between those with and without formal sales enablement programs is widening, according to our third annual State of Sales Enablement benchmark report conducted jointly with Highspot.
Indicators from the 2018 State of Sales Enablement Report paint a clear picture of the impact formal sales enablement programs are having, and a roadmap for all B2B companies to implement similar measures to achieve similar results.
Specific findings include:
- Nearly 70% of respondents reported that their company/team’s sales process was becoming more complex.
- 55% reported that their sales performance was being negatively impacted by the increasing level of sales process complexity.
- Companies with distinct, integrated sales enablement platforms report significantly higher levels of sales team productivity and success.
- Organizations who have invested in sales enablement platforms report a high level of satisfaction on the ROI of that investment.
This research reveals some of the strongest indications yet that organizations who have modernized their sales efforts—including messaging, tools, processes and go-to-market channels—are reaping the biggest benefits in terms of sales performance and future confidence.
Highspot’s annual report surveyed nearly 500 professionals across marketing, sales and sales enablement departments. The study was conducted via online survey in early 2018.
The full report may be downloaded here.
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