Gartner on proving the ROI of sales enablement…

Gartner has predicated that “Sales enablement budgets will increase by 50% within the next five years as a way to address shifting buyer preferences, boost seller effectiveness and drive revenue growth.” - Gartner Expects Sales Enablement Budgets to Increase by 50% by 2027

That’s all well and good but how do Sales Enablement ensure that they are not in the same position as today - Budgets invested but the intended gains failed to be measured or realised by sales?

We’d love to say this is a new way of thinking (we got there a while ago 🤫) but both Gartner and Forrester both agree that there needs to be less throw-at-the-wall random acts of enablement and more laser focus on “the seller behaviors needed to hit their most important sales goals” - Gartner.

As we have, Gartner recognises that “many sales enablement functions use metrics that fail to show its true impact”.

This has got to change if enablement are to demonstrate their true value to sales and drive the metrics that ultimately impact revenue and business performance. There is no space for vanity metrics whether we are in tricky economic times or otherwise.

Kate Lewis, CEO and Co-Founder of e4enable commented:

“We have been banging the drum for a long time that revenue teams need to focus on the metrics that matter and then walk backwards to the skills, behaviours and attributes that actually impact outcomes, rather than training and enablement for the sake of it. The challenge, which we solve, is that it’s been too hard for sales enablement to connect the dots between skills and behaviours and actual sales outcomes. But that’s simply not the case anymore and we’re glad to see analysts such as Gartner and Forrester recognise this.”

It’s a pretty easy formula to follow:

1. What’s your end goal? Hint: Increased revenue is likely one of these!

2. What are the leading metrics that tell you you’re on your way there? Hint: conversion rates, sales velocity, etc.

3. What are the skills, behaviours, processes, etc. that drive improved outcomes across each of these metrics

4. Measure and operationalise the above so it’s visible and continuous

But don’t just take our word for it, Gartner is clear on how sales leaders can prove the ROI of sales enablement:

“To effectively demonstrate sales enablement ROI and, in turn, protect associated budget increases, CSOs should instead focus on:

Drawing a stronger connection between revenue goals and enablement activities by consulting with sales leaders on the seller behaviors needed to hit their most important sales goals (e.g., better articulating competitive differentiation to win more deals).

Building and implementing a variety of enablement activities, such as coaching, training and creating tools, to achieve the desired behaviors.

Measuring those behaviors and gauge enablement impact by comparing changed sales behaviors and enablement activity to the baseline.

Promoting a complete view of enablement’s impact by building a compelling narrative of the behavior change driven by enablement that ties back to the sales goals.”

But this isn’t just about demonstrating value driven by sales enablement, it’s about understanding where to start identifying where to deliver that value in the first place.

Of all the sales competencies, which are driving the highest performance? What are the gaps being caused by those who are lacking in these skills and behaviours?

Measuring these gaps to start with enables you to prioritise what’s going to drive the biggest bang for your buck and ultimately the ROI you are looking for.

e4enable knows this story all too well and our Sales Competency Intelligence Platform delivers on every one of Gartner’s recommendations without the expected friction. You might say we’ve been there, done that and got the t-shirt.

This gives you a wee glimpse of the kind of outcomes and insights we can deliver, with ease, but don’t be afraid to ask for a more in depth view here.

We’ll leave you with this insight from Kunal Pandya, Senior Director, Sales Enablement at UserZoom and 2 x SEC One to Watch:

“Revenue impact. This needs to take center stage. Literally nothing is more important right now.”