4 Promising Ways to Measure Sales Enablement Success Jeanna Barrett Now more than ever, marketers are being asked to prove their efforts through data. Most of us can tell you exactly what metrics we track for each marketing initiative we work on. However, as marketing tactics move further through the sales cycle and hand off to a sales team, measurement can get much more challenging. So what’s a marketer to do? Enter sales enablement and proper analysis of sales enablement here. Sales enablement is a robust process to increase sales and drive business growth. The process supports the sales team in delivering the right message at the right time. And as we all know, when the sales team is on message, they convert leads and close opportunities faster. It sounds so simple. But the selling space is becoming more complex and competitive, and it’s also becoming a bigger challenge to align sales and marketing to work toward the same goals when they have different strategies. There are a variety of tools out there to help sales and marketing teams increase efficiency and productivity through the sales funnel and to drive the prospect relationship through the sales cycle. Some of these tools are unique to project management, customer experience or sales operations. The majority of marketing and sales operations use tools such as customer relationship management (CRM) software or a marketing automation system to manage their client’s information. However, with any of these programs and strategies, you need the ability to measure your results to prove what is working best for your operations — clear through the entire marketing and sales funnel, combined. Below are a few ways to track just how successful the implementation of sales enablement tactics. Lead-to-Customer Conversion Rate The lead-to-customer conversion rate is the most important success measurement of the four I’m about to share with you. The lead-to-customer conversion rate helps measure the impact of your sales enablement activities in its simplest form. The enablement tool should help the sales team identify hot leads, and it should have the ability to let salespeople respond faster or communicate more targeted messages to the prospects to move them further down that sales funnel. All of these things drive better conversion rates. A CRM system can help identify the number of leads turned to customers in a set time period (such as quarterly). A little extra tidbit of advice: the funnel doesn’t end with this lead acquisition. Continue to nurture the relationship and turn the lead into a loyal customer (think content strategy and nurture email campaigns using your marketing automation platform). Time Spent on Selling When a salesperson is focusing their time on non-core selling-related activities such as looking for leads, creating case studies, or building their presentations or expense reports, they will not reach their peak performance, and likely won’t meet their sales goals. As a marketer, it’s our job to equip the salespeople with all the tools they need to sell successfully. Having these materials at their fingertips will leave them more time to sell. Those extra hours spent searching and building non-templated materials can add up quickly. Reducing the need for that will most likely increase revenue. Measuring the success of this effort is a little trickier. You could create a metrics for the percentage each rep spends time on direct sales and measure its successes. Quota Attainment It’s key in sales enablement to help bring new salespeople, or underperforming team members, up to their peak performance. Any time your program can move these colleagues from underperforming to meeting their quota will have a massive impact on your top-line. To optimize sales enablement efforts, you need to measure the effectiveness of every salesperson and how it relates to their onboarding and ramping of customers. To do this, you measure how long it takes for a new seller to achieve established sales quotas. Long ramp times indicate that training may need to be revisited. And, vice versa, decreasing ramp times suggest your efforts are improving. Content Usage Last, but certainly not least, is quality content, such as testimonials, case studies or product overviews. Persuasive content is one of the most useful tools for salespeople, and one of the most valuable products for a marketer to create. However, there is A LOT of content out there for prospects to absorb. For this reason, it’s important to measure and understand how well (or not) content is working. The best way to gauge how content is working is to post it online. With the content being online, you’re able to track who is viewing or engaging with it. Use attribution reporting to see how much influence your content had in converting leads to customers. The above analysis is just four ways to measure the sales enablement tactics your marketing team or team members are focused on supporting. These measurements vary business-to-business, so comparing your metrics to industry averages may not be the right benchmark for you. Implement these efforts, and begin tracking as soon as you can to get a bigger picture month-after-month, quarter-by-quarter, year-to-year.