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SALES

ENABLEMENT
TECHNOLOGY

Benchmark Report
October 2018
SALES ENABLEMENT TECHNOLOGY

Table of Contents
Introduction 3

Executive Summary 5

Benefits and Challenges of Collaboration 8

Usage and Adoption 11

Content Effectiveness 15

Sales Productivity 22

Collaboration and Measurement 27

Analyst Bottom Line 32

Acknowledgements 37

Appendix: Survey Background 38


SALES ENABLEMENT TECHNOLOGY 3

SALES ENABLEMENT TECHNOLOGY

Introduction
INTRODUCTION SALES ENABLEMENT TECHNOLOGY 4

Sales enablement is more than just technology, training, or a job title;


it encompasses the strategies, processes, technologies, and tools that
drive the collection, storage, transfer, and presentation of content by the
sales team.

When sellers are enabled, they are able to close more deals. Helping sales
close more deals is the purpose of Sales Enablement.

Demand Metric partnered with Seismic to research how to better under-


stand sales and marketing collaboration and the impact of using sales
enablement technology.

The research effort also pursued an answer to the key question: are
companies that report an improvement in sales and marketing effec-
tiveness more likely to use sales enablement technology to collaborate,
manage content, and measure results?

These study results provide insights and data useful for comparison,
planning, and improving your organization’s sales enablement efforts.
SALES ENABLEMENT TECHNOLOGY 5

SALES ENABLEMENT TECHNOLOGY

Executive Summary
EXECUTIVE SUMMARY SALES ENABLEMENT TECHNOLOGY 6

Most of this study’s participants were from B2B or mixed B2B/B2C orga- The respondents came from a diverse set of industries, with consulting
nizations that have experienced modest or significant revenue growth or professional services being represented the most followed closely by
during the past fiscal year. technology-software and manufacturing.

Key Findings

Almost all study participants (95%) are Compared to organizations that report revenue
experiencing benefits out of the collab-
oration that takes place between sales 95% growth in the last fiscal year, companies with flat or
decreasing revenue are three times more likely 75%
and marketing teams. to acknowledge they do not use technology to
enable their sales team.

Nearly four-fifths (78%) of study partic- Two-thirds of study participants report the

78% 66%
ipants report the use of technology to effectiveness of their sales and marketing
enable their sales team. teams has improved slightly or significantly
in the last 12 months.

Over half (56%) of study participants


report slight or no adoption of sales
enablement technology at their
56%
organization.
EXECUTIVE SUMMARY SALES ENABLEMENT TECHNOLOGY 7

Further analysis of the comparison between sales and marketing teams that report their effectiveness is improving and those that report
their effectiveness is in decline or remains the same provides these key findings:

Study participants who report that sales and Study participants who report that sales
marketing effectiveness is improving are and marketing effectiveness is improving
more likely to use technology to enable their and revenue growth in the last fiscal year
sales team. are more likely to rate the adoption of sales
enablement technology at their organization
as significant or complete.

Study participants who report that sales and Study participants who report that sales and
marketing effectiveness at their organization is marketing effectiveness is improving are more
improving are five times more likely to include the likely to believe the sales enablement tech-
sales team during the content creation process. nology in use will help their organization grow
revenue in the next 18 months to a moderate
or significant extent.

This report details the results and insights from the analysis of the study data. For more detail on the survey participants,
please refer to the Appendix.
SALES ENABLEMENT TECHNOLOGY 8

SALES ENABLEMENT TECHNOLOGY

Benefits and Challenges


of Collaboration
BENEFITS AND CHALLENGES OF COLLABORATION SALES ENABLEMENT TECHNOLOGY 9

In most organizations, the collaboration that takes place between the


sales team and the marketing team can be very indicative of the culture Which of the following benefits come out of the
that exists; the greater the collaboration, the more likely it is that both collaboration between your sales and marketing teams?
teams are working towards the same objectives.

This study first set out to understand the benefits of sales and marketing
collaboration, as shown in Figure 1. FIGURE 1: BENEFITS OF SALES AND MARKETING
COLLABORATION
No one doubts the value of sales and marketing collaboration: almost
all study participants (95%) report they are experiencing benefits
out of the collaboration that takes place between the sales and
marketing teams. More relevant messaging 62%

According to study participants, the top five benefits of sales and


Better sales and
marketing collaboration are: 52%
marketing alignment

1 More relevant messaging Better understanding


51%
of the buyer’s journey
2 Better sales & marketing alignment

3 Better understanding of the buyer’s journey Better content assets 46%

4 Better content assets


More accurate market/
45%
competitive knowledge
5 More accurate market or competitive knowledge
Awareness into what content is
44%
The benefits that occur as a result of sales and marketing collaboration being used by sales reps and buyers
can have a direct impact on an organization’s bottom line and are equally
More comprehensive
beneficial to both the sales and marketing teams. 39%
customer personas

New product or feature ideas 34%

We are not experiencing any


benefits out of the collaboration 5%
between sales and marketing
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