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Is Your Organization Ready to Deliver on the Promise of Sales Enablement? 5 Questions to Ask

When your sales enablement solution is working effectively, you’re ramping up new representatives, creating and deploying the right content at the right times, advancing deals, and growing sales channels at peak efficiency. To do that, your organization must be structured to support sales enablement. Use these five key questions as a quick gauge of your organization’s readiness.

  1. Do You Have Cross Functional Sales Enablement Roles?

An effective sales enablement solution goes beyond communication, content, and technology. Your organizational structure must support sales enablement with dedicated roles accountable to internal alignment between marketing and sales (and to preventing what Forrester Research calls “random acts of sales enablement”), and external alignment between sales and buyers.

  1. Is Your Messaging Support Strong?

Ask your sales representatives about their level of satisfaction with the training and support they receive in communicating the value propositions of your products and services. If sales and marketing are fully aligned, representatives have been trained in the appropriate messaging for each target segment, and have on-demand access to the right content at the right times in the sales cycle.  If they’re less than “very satisfied”, get qualitative responses about how alignment can be made stronger to better support their needs.

  1. Do You Provide Sufficient Access to Subject Matter Experts?

Top sales organizations engage with customers through multiple functions – not just sales. Today’s influencers and buyers expect access to subject matter experts at key intervals during the sales cycle. If your organization is sharing expertise in the form of online content when competitors are engaging with SMEs, you may be squandering sales opportunities.

  1.  Where is Your Organization in its Sales Enablement Maturity?

A maturity model will pinpoint what milestones you’ve passed on the way to full deployment and management of a sales enablement system. Milestones should include repeatable knowledge transfer practices, a defined sales process supported by content, agreed metrics for determining program effectiveness, and finally a complete system that supports the entire sales enablement lifecycle.

  1. Are You Properly Measuring ROI?

Once your sales enablement program is deployed and running, you need dashboard views that show you how it’s affecting your bottom line. These should include deal size, win rate, number of opportunities worked, quota attainment, ramp time, sales cycle length, print costs, unused content, and cost of sale.

After answering these questions, have you found deficiencies in your organization’s readiness to deliver on the promise of sales enablement? A Bridge Metrics consultant can help you to correct these deficiencies and bring your organization to full sales enablement maturity. Call us at 877.801.7158 to learn more.

About the author

Alan Margulis

Sales Enablement Columnist

Alan Margulis is a frequent contributor, specializing in sales enablement, channel marketing, and software.

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