B2B Sales Enablement: An Enterprise Priority, and a Company Challenge

This year, Seismic sponsored CSO Insights’ 2016 Sales Enablement Optimization Study. Compiled via responses from representatives at 375 B2B enterprises, the study reveals both the good and bad of the current state of B2B sales enablement.

The good: Sales enablement has become a top priority for executives, with 61 percent of sales enablement teams reporting directly into executive sales management. And they have attached very important, bottom-line goals to their sales enablement initiatives.

The bad: Such programs are failing to meet goals 56 percent of the time due to ad hoc processes and lack of proper technology, and those that choose not to invest more intelligently in sales enablement will soon be passed by the 76 percent of enterprises that plan on implementing such technologies by the end of the year.

A couple other highlights:

  • When asked to list the sales effectiveness goals for their sales enablement programs, respondents provided the following lofty responses:
  1. Increase in revenues (68 percent of respondents)
  2. Increase in win rates of forecasted deals (44 percent)
  3. Increase in new account acquisition (41 percent)
  4. Reduction in sales cycle length (36 percent)
  • Only 22 percent of respondents indicated that their organization has a formal sales enablement collaboration process in place, with 68 percent admitting that their process is either informal or ad hoc and 10 percent saying there is no collaboration in place at all.
  • Forty-three percent of respondents stated that their sales teams are creating content themselves, meaning marketing has little insight into whether such collateral is up to date or properly branded.

Seismic compiled an infographic on the results, with more interesting and revealing findings, below:

This article was originally published on MarTech Advisor