In previous discussions, I’ve emphasized the pressing need for investment in enablement to drive lasting revenue growth, especially in today’s volatile economy. Now, let’s delve into how you can maximize the return on these investments by incorporating operational rigor and focusing on metrics that truly matter across your enablement programs.
Effective enablement is both scalable and adaptable, accommodating changes within and beyond your control. Given that key initiatives vary from year to year, teams and programs must continuously evolve and adjust their strategies accordingly. A rigorous enablement approach not only ensures agility but also positions you to tackle any challenges presented by the economy or competition, preventing major losses from unexpected changes.
Operational rigor fosters essential collaboration and communication. Simply put, it involves maintaining consistency in your enablement system. While each company’s winning revenue strategy may differ, success is predictable only when sales, operations, and enablement teams synchronize efforts on two critical levers: performance and time. Sellers shouldn’t waste time on non-revenue-generating activities, and the team shouldn’t rely solely on a few high-performers. The majority of your team should spend the majority of their time selling with proven tactics that surpass quotas.
Airtight collaboration across go-to-market teams eliminates waste and enhances seller capacity. Successful revenue engines require alignment across the board, where marketing and revenue operations play crucial roles in enabling sales. Top-performing teams, be it in sports or revenue generation, rely on a support system to excel.
Effective programs recognize the power of leader ownership. Inviting executive sponsors to champion enablement creates greater investment in programs aligned with overall company goals. Sales performance, as the backbone of revenue generation, can either propel a company forward or hold it back. Leaders who understand this endorse the growth of sales strengths and capabilities through enablement.
Enablement programs thrive with continued involvement from stakeholders, both in the field and on the sidelines. Consistent investment and feedback cycles contribute to reinforced, reliable development, providing businesses the agility to achieve goals and grow in any economic climate.
Proving ROI through Measurement
Businesses require numbers to validate their investment in enablement. Benchmarking current performance and identifying improvement opportunities are essential starting points. For instance, measuring annual contract value by sales rep can reveal insights into team performance. Leaders must scrutinize sales team and rep performance individually to identify underperformers accurately. This examination should explore potential issues in tools, guidance, or coaching, rather than hastily replacing sellers.
Enablement programs without tangible metrics are merely collections of activities. Strategic programs utilize leading indicators to predict success and correlate these signals with lagging indicators to prove impact. Today, enablement platforms enable tying leading indicators like training certifications, content use, and engagement to lagging indicators like improved deal velocity and higher quota attainment, showcasing enablement’s impact on efficient growth.
Enablement as a Revenue Booster
Neglecting to invest in sellers’ confidence through training and coaching jeopardizes top-line growth and wastes operating expenses. Businesses that prioritize enablement witness the benefits of increased quota attainment and win rates. Confident sellers perform better, and refusing to acknowledge the value of these programs risks leaving revenue opportunities untapped.
In challenging times, it becomes imperative for organizations to invest in their revenue teams, providing them with the tools, resources, and support needed for sustained growth. Investment in people gives sales teams the confidence and power to close critical deals. When confident in their skills, sellers report a 14% higher quota attainment, and 5% higher win rates on average. Any company that refuses to see the value in these programs risks leaving revenue on the table.
Striving for excellence, backed by a rigorous, data-driven enablement foundation, is the key to outperforming competitors and achieving long-term gains. Discover more about successful sales enablement with Highspot’s “What Good Looks Like: Essential Sales Enablement Playbook.”
