Sales Enablement Research Highlights
We’re excited to share the Docurated 2018/2019 Sales Enablement Research results with you, as well as provide access to the full Sales Enablement Trends Report. Sales Enablement is a hot sales technology category covering a wide range of needs from sales content and execution to coaching, training and communications. This new research has a heavy but not exclusive focus on one of the most important and challenging areas of sales enablement: sales content.
Content plays a critical role in the buyer journey and yet as you’ll see in the research, simply finding the most effective content can be a challenge. Not only that, aligning sales and marketing to ensure insights and data are driving investments in new sales content is critical. The right combination of sales enablement capabilities can lead to increased sales rep efficiency, higher win rates and accelerating and growing sales pipeline.
Selected Research Highlights
- 71% of respondents stated that having a dedicated sales enablement function increased sales rep productivity and 56% have seen an increase in the sales pipeline as a result
- Organizations are evolving rapidly with 48% now having both a sales operation and a sales enablement department in place
- Reps are wasting on average a staggering 26 hours per month finding, editing and managing content as they search across a significant number of content locations
- Only 14% of respondents fully agreed that their sales team is always using the most up-to-date and approved content
- There’s a significant disconnect between sales and marketing as to if marketing is producing content that is relevant to and used by sales
Justifying a Sales Enablement Team
Have you ever wondered how prevalent sales enablement teams are? Our research shows that 64% of organizations already have one in place, with a further 7% planning on adding a dedicated sales enablement team in the next 12 months (13% growth).
Sales Enablement Technology and Budgets
Who Owns Sales Enablement?
Sales (54%) is the primary owner of sales enablement within organizations, followed by marketing (22%). While these numbers remain fairly consistent irrespective of size, the one area where there is variation is when the CEO owns this function, which is 18% in SMBs versus just 3% in mid-market and 1% in large enterprises.
Sales Training and Sales Methodologies
Sales Enablement Training and Coaching Software
Ongoing training and coaching of sales reps is a critical component of sales enablement, but is it happening and are organizations using software platforms to support this? What are the top sales methodologies in use?
Sales Enablement Content
Primary storage locations for sales content
The top three locations for accessing sales content are Salesforce, email and Microsoft SharePoint. 40% of the locations where sales content exists are typically those that marketing has no insight into, such as email and local desktops. This presents a significant challenge for marketers who need to know which sales content is actually being used by sales reps. Respondents have sales content stored in an average of four different locations.
Sales Content Challenges
“Marketing is producing content that is relevant to and used by sales.”
There is a significant disparity between the view of sales and marketing respondents for this question. Based on the other results in the research it’s arguable that neither department is fully qualified to answer the question! Sales is obviously struggling to find the content and marketing has limited insights into which content is being used and its impact on revenue.
While marketing has been leading the way in technology investments in recent years, sales is beginning to catchup with sales operations and sales enablement teams are leading the charge.
Over the next 12-months, the majority of mid-sized and large enterprise organizations will have a dedicated sales enablement function in place. This is hardly surprising when looking at the results of organizations that have focused on sales enablement. 71% have seen an increase in rep productivity. When it comes to sales content, with findability being the #1 challenge faced by sales reps (closely followed by sales content analytics), organizations need to invest in sales enablement platforms that:
- Offer user experiences that make it as easy as possible for reps to find the most relevant and effective content
- Don’t require lengthy migration and central management of sales content – especially when sales content exists in multiple locations
- Provide analytics on sales content usage, no matter if it exists, so that it’s possible to associate sales content to pipeline, attribute closed business to content, and to enable marketing to focus on producing content that sales will find and use
Interested in discovering how the Docurated Sales Enablement Platform helps organizations address their sales content challenges? Request a Demo