Measuring the Impact of Sales Enablement

The sales enablement function serves to transfer product knowledge to the sales team, in order to enable them to sell more effectively to prospects. However, most often, only a handful of reps are able to deliver the required number of conversions. This means that much needs to be done to empower the team, as a whole. To quantify this, we need to measure the activities of the sales teams in order to understand how much of it actually translates into revenue.

Leveraging the Kirkpatrick Model

The Kirkpatrick Model was primarily used to evaluate and assess the results of educational training programs. The model uses four levels to evaluate the effectiveness of training programs – Reaction, Learning, Behavior, and Results. It can be used to measure the sales enablement activities, as well.

The first two levels are easy to measure, while the lower two levels are most often skipped. This is due to the lack of tools and processes to measure the effectiveness of sales enablement training programs. The downside of this inadequacy is that sales personnel are only trained from the knowledge perspective, while skill-building is left out.

Traditional assessment methods use spreadsheets that do not serve the purpose of generating training metrics for onboarding sessions. While new systems like CMS or LMS are helpful, they do not provide comprehensive data to generate the required analytics to tie improvements to revenue generation. Marketers need a system that generates business metrics to show that sales enablement is making an impact on the sales teams.

Sales Enablement Metrics

Sales organizations need the right set of metrics to measure the success of their sales enablement function. The metrics need to be measured at two levels:

  1. The training and onboarding level
  2. The business level 
  1. Training & Onboarding Level Metrics

To prove that onboarding has been successful, metrics to assess reaction, learning and behavior are necessary. Organizations need to measure the total number of training activities, page views, dwell time, sales programs launched, etc. It also includes keeping track of the total calls recorded, number of downloads, content views, and more.

  1. Business-Level Metrics

At the business-level, metrics need to be generated for two purposes – to measure revenue or productivity improvements, and to understand the impact at the customer level.

To ascertain if there has been any revenue or productivity improvement, the time to first call, meeting, demo, and first deal need to be tracked. This can be repeated for the subsequent deals to understand the outcomes of the on-boarding training.

To ascertain the impact at the customer level, the metrics required include deal size, conversion rate, cycle length, leads generated, revenue generated, and more.

Tracking the sales enablement metrics at the Results level of the Kirkpatrick model will enable top management to understand the effectiveness of the sales enablement function. The metrics also help assess the on-boarding programs that the organization currently uses to train new sales reps. And, if the current programs are found to be not effective enough, organizations can use these metrics to design a robust on-boarding training model, as well.

Do you want to optimize the performance of your sales and marketing teams? Aside from sales enablement metrics, a sales and marketing partner can be the right choice to take you to the next level of success. RAP is a full lifecycle sales and marketing company that provides services for revenue acceleration, improving sales efficiency, and maximizing returns. If you’re interested in our services, please contact us.

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