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, according to Gartner, Inc.
“Sales enablement is the most critical function for navigating sales teams through the constant change that surrounds them, from economic headwinds to evolving seller roles,” said Shayne Jackson, Sr Director Analyst in the Gartner for Sales Leaders Practice. “However, budget increases will bring heightened expectations of sales enablement results. The onus is on chief sales officers (CSOs) to prioritize demonstrating its ROI, particularly when faced with ongoing macroeconomic pressures.”
Gartner recommends that enablement leaders support the changing role of sellers by redesigning tools to create collaborative resources that sellers and customers can use together; optimize workflow for sellers by focusing on drag reduction to improve quota attainment, engagement, and retention; updating talent profiles to emphasize digital engagements; and by aligning training to seller learning habits.
To effectively demonstrate sales enablement ROI, Gartner recommends that CSOs consult with sales leaders on behaviors needed to hit their goals; adding enablement activities, such as coaching, training and creating tools, to achieve the desired behaviors; comparing changed sales behaviors and enablement activity to the baseline; and by building a compelling narrative of the behavior change driven by enablement that ties back to the sales goals.
Gartner clients can read more in “The Right Way to Measure the Impact of Sales Enablement” and “Leadership Vision for 2023: Sales Enablement.”
Properly executed enablement will enhance revenues while aligning deliverables to ensure consistency among all roles that interact with customers.