New research by Highspot finds Direct Relationship Between Sales Enablement Investment & Higher Sales Conversion Rates

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Survey of more than 350 B2B executives shows 95% increased sales conversion rates as a result of sales enablement efforts.

Highspot sales enablement


More than 50% of companies that have committed to sales enablement efforts have experienced increases in sales conversion rates of greater than 10%.

A joint Highspot/Heinz Marketing survey of nearly 400 B2B respondents just released shows a heightened investment in sales enablement teams, initiatives, and technology is directly, and in many cases dramatically, increasing sales conversion rates for B2B companies.

According to the survey, more than 50% of companies that have committed to sales enablement efforts have experienced increases in sales conversion rates of greater than 10%. A full 23% of companies have seen conversion rates increase by 20% or more, and 11% have increased their conversion rate by greater than 30%.

“The relationship between focused sales enablement efforts and significantly higher sales conversion rates confirms what we’re seeing in the market,” said Jeff Day, Vice President of Marketing for Highspot. “Across companies and sales teams of all sizes, sales enablement is proving especially critical to increasing efficiency, improving content management, and sharing best practices.”

Nearly 70% of respondents noted that they are utilizing and implementing sales enablement tools and practices. Among larger teams (those with 100 or more sales professionals), over 85% are currently investing in sales enablement. Over 36% of respondents reported sales enablement budget increases of greater than 11% from 2015 to 2016 and 67% of larger teams have a dedicated sales enablement organization.    

“Marketers who embrace sales enablement as a core responsibility are directly impacting the productivity of their sales teams and conversion of their leads in a significant way,” said Matt Heinz, president of Heinz Marketing Inc. “Market-leading companies are clearly increasing their investment in sales enablement across the board – technology, staff, content and more.”

Which sales enablement functions are driving conversion rate gains?

Companies investing in sales enablement noted the following focus areas as vital to increasing sales performance and conversion rates:

  • Increase sales rep efficiency (reduce non-selling time)
  • Ensure sales has easy access to the content they need
  • Share best practices across the organization
  • Improve sales rep training
  • Ensure sales has the right technology
  • Improve quality of sales content

Where do sales professionals spend the most time not selling?

When asked which non-selling tasks take up most of their time, sales professionals responded (in this order):

  • Working in CRM
  • Researching target accounts
  • Attending internal meetings
  • Building content
  • Creating reports

Survey results also highlight frequent disconnects between senior sales leaders and front line sales reps, as well as opportunities to improve sales efficiency.

A full report of the survey findings is available here.

About Highspot:

Highspot helps sales teams increase conversion rates and generate more revenue faster. From content management to pitching and analytics, Highspot delivers enterprise-ready features and platform integrations in a modern design competitors can’t match. With Highspot, sales and marketing teams are able to stay connected to the best-performing content for each opportunity, measure and optimize their content, and engage with customers more effectively than ever before. With nearly 90% average monthly recurring usage, Highspot is the sales enablement industry’s most complete platform. To learn more, visit

About Heinz Marketing:

Established in 2008, Heinz Marketing is a B2B sales and marketing firm located in Redmond, WA, serving businesses throughout North America and overseas.  Heinz Marketing focuses on driving results through strategic demand generation, disciplined sales funnel strategies, fully-integrated campaigns and collaboration between marketing and sales organizations. To learn more, visit or email acceleration(at)heinzmarketing(dot)com.

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Jeff Day
+1 206-535-2855 Ext: 123
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