The discipline of sales enablement is an emerging one. There are no hard and fast definitions of the function as yet. Nor are there a standard set of success metrics.
In an attempt to get the ball rolling we previously shared our 6 best practices for sales enablement. We also pulled together a list of 10 sales enablement metrics that you should consider using to measure the success of your enablement efforts.
We all know just how chaotic and unstructured the world of sales can be. And just because you are working long hours to deliver sales training and content it doesn’t necessarily mean it's working. Trying to build a sales enablement strategy that tames this particular beast is always going to be challenging at best.
As such, we thought it useful to offer up a twelve-point health check, so you can test your current approach. If you fall foul in any of these areas, you might want to revisit your sales enablement strategy to ensure it’s as effective as it can possibly be.
Sales Enablement: Your 12 Point Health Check
1. EXECUTIVE ALIGNMENT:
How well aligned is your sales enablement strategy with your senior sales leaders go-to-market strategy & priorities? Did you share and review your enablement strategy with them? Do you plan to re-review quarterly?
2. FRONT LINE TROOPS:
When was the last time you talked with front-line sales managers and their teams to gather their feedback on any specific enablement needs they are seeing?
3. STAKEHOLDER REVIEWS:
How often are your stakeholders, such as your sales and marketing leaders, reviewing and approving your enablement calendar? Do you have regular checkpoints in the calendar?
4. MARKETING ALIGNMENT:
How often do you meet with your marketing leaders? How integrated are you with marketing's planning, messaging and campaign calendar?
5. SALES OPS ALIGNMENT:
How’s your relationship with your sales operations leader? Do you regularly review the sales patterns they are actively analysing?
6. SCALABLE SALES COACHING:
How many one-on-one coaching meetings are you still holding versus delivering coaching in a scalable and repeatable manner?
7. REAL-TIME SALES COACHING:
How much of your sales training content has moved to on-demand in the last year? Are you providing real-time sales coaching directly through your CRM system yet?
8. GUIDED SELLING:
Are you providing guided selling for your reps by sales stage? Do they follow your sales process or are there gaping holes?
9. CONTENT QUALITY:
What are your reps saying about the quality of your enablement content? Do you survey them? Do you track usage of your content (clicks, downloads, likes etc.)? Do you have a content creation plan & calendar? Did you review it with marketing?
10. ENABLEMENT PROGRAMME QUALITY:
What's the net promoter score for your sales enablement programme? Do you measure it? Are you achieving the level you require?
11. SALES CERTIFICATION:
Is your annual sales certification process seen as a tick-box exercise or a rite of passage? Is the same true of your sales onboarding certification?
12. ENABLEMENT SUCCESS METRICS:
Have you settled on hard metrics to measure the success of your enablement efforts & do you review them regularly?
Read this post if you would like to know the 10 sales enablement metrics we would recommend.
This is by no means meant to be an exhaustive health check. But it should help you address any gaps you might currently have.