New research shows widening revenue & confidence gap between those with and without formal sales enablement initiatives

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Latest study of B2B professionals notes stronger than ever correlation between sales enablement investment and sales growth

Those organizations who have invested in sales enablement—coupled with strong marketing automation and CRM—demonstrated strong 2017 sales performance and high confidence in hitting their 2018 number.

The importance of sales enablement activities on sales growth has never been more evident, and the gap in results between those with and without formal sales enablement programs is widening, according to the new State of Sales Enablement Report (link), released today by Highspot, the sales enablement platform leader for content management, customer engagement and analytics.

Indicators from the 2018 Highspot State of Sales Enablement Report paint a clear picture of the impact formal sales enablement programs are having, and a roadmap for all B2B companies to implement similar measures to achieve similar results.

Specific findings include:

  • Nearly 70% of respondents reported that their company/team’s sales process was becoming more complex.
  • 55% reported that their sales performance was being negatively impacted by the increasing level of sales process complexity.
  • Companies with distinct, integrated sales enablement platforms report significantly higher levels of sales team productivity and success.
  • Organizations who have invested in sales enablement platforms report a high level of satisfaction on the ROI of that investment.

“In today’s customer-driven market, it’s become essential to engage in a way that address value and guidance, and helps to educate the buyer—not just sell a product,” said Robert Wahbe, CEO and founder, Highspot. “The State of Sales Enablement Report shows the value of implementing advanced, integrated technologies that empower sales teams to provide this kind of experience—and that shows up for companies with sales enablement technologies as greater revenue and faster growth.”

“When we looked at how B2B organizations are managing their digital go-to-market efforts, there was a clear blind spot related to sales enablement correlated with companies who are experiencing stagnating or shrinking sales,” said Matt Heinz, president and founder, Heinz Marketing. “Conversely, those organizations who have invested in sales enablement—coupled with strong marketing automation and CRM—demonstrated strong 2017 sales performance and high confidence in hitting their 2018 number.”

This research reveals some of the strongest indications yet that organizations who have modernized their sales efforts—including messaging, tools, processes and go-to-market channels—are reaping the biggest benefits in terms of sales performance and future confidence.

Highspot’s annual report surveyed nearly 500 professionals across marketing, sales and sales enablement departments. The study was conducted via online survey in early 2018.

The full report may be downloaded here.

About Highspot

Highspot gives businesses a powerful sales advantage to engage in more relevant buyer conversations and achieve their revenue goals. Through AI-powered search, analytics, in-context training, guided selling, and 30+ integrations, the Highspot platform delivers enterprise-ready sales enablement in a modern design that sales reps and marketers love. Using Highspot, sales teams can quickly find the best-performing content, and customize it for each opportunity—while marketers gain insights on content use and effectiveness to develop a data-driven strategy. With 90 percent average monthly recurring usage and global support in 125 countries, Highspot is the most trusted solution for sales enablement. Learn how Highspot helps businesses modernize their sales and marketing by visiting http://www.highspot.com Also, follow us on Twitter, LinkedIn and Facebook.

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Kate Kirby
Highspot
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