As the economic landscape slowly turns a corner, go-to-market teams are beginning to shift their focus from efficient operations to optimistic growth. Organizations’ budgets and sales teams are starting to increase again, meaning higher revenue targets to meet.
But while expectations mount, our survey of nearly 400 go-to-market professionals found that the majority (65%) of reps are only somewhat effective at consistently executing and achieving their sales goals. However, when you continuously enable your revenue teams, you can unlock consistent sales execution. With sales enablement activating your sales force to land your key initiatives, your business objectives become tangible.
The newly-released State of Sales Enablement Report 2024 reveals strategies to enable your reps to drive your go-to-market initiatives and achieve your revenue goals this year. So, how can you turn seemingly impossible goals into possible outcomes? Keep reading to learn a few key insights from the research—and be sure to download the full report to access in-depth findings.
Accelerate Sales Efficiency With AI to Achieve New Growth
When asked about priority business outcomes for this year, more than half (54%) of executives are hyper-focused on improving seller productivity––and 81% of teams are using AI to drive more efficiency within their organization. By infusing AI into your workflows, your sellers save valuable time and can get back to doing what they do best: selling. With an undercurrent of AI streamlining daily tasks, sellers regain the time and capacity to personalize engagements, scale outreach, and boost productivity.
TIP: Infuse AI into your go-to-market efforts to power efficiencies in your organization. AI doesn’t just make the workweek stretch further. Organizations that use AI to automate manual tasks, co-create materials, surface valuable insights, and accomplish other administrative tasks are 3 times more likely to improve sales productivity and 3 times more effective at achieving sales goals.
Enable Post-sales to Expand Customer Value
Post-sales enablement requires a unique approach and a delicate touch, requiring frequent touchpoints and health checks to ensure customers realize the maximum value from their investments. Given this challenge, too few enablement teams — only 31% — are responsible for enabling services or customer success reps. To standardize your customer-facing reps’ abilities to deter churn and deepen customer investment, enablement support is key.
TIP: To ease the hand-off from pre-sales to post-sales, your post-sales teams can share essential resources from a consistent, central Digital Room that customers can leverage throughout their journey. It’s a simple way to ease a potentially jarring process and can be made all the more effective with enablement support. When enablement supports post-sales teams, organizations experience 2x higher customer retention, and those that use Digital Rooms with their customers experience 2.3x higher engagement.
Harness Insights to Measure the Impact of Your Initiatives
The research found that most sellers (65%) are only somewhat effective at consistently executing and achieving their sales goals. Without a line of sight into how sellers are demonstrating their learned skills, sales managers struggle to identify where sellers falter and shine. By capturing insights into what sales activities drive performance, you can more clearly understand gap areas and adjust your training and coaching to close those gaps.
TIP: Track the impact of your sales readiness initiatives to ensure they drive the desired outcomes. With insights into how your reps are demonstrating behaviors learned from training and coaching, you can measure sales readiness and hold reps accountable to their success. When using analytics to measure the effectiveness of sales training, teams are 36% more likely to decrease seller ramp time. Similarly, those that harness technology to analyze sales conversations and deliver coaching feedback are 46% more likely to increase rep quota attainment.
Redefine the Limits of What’s Possible
To shatter your organization’s existing ceiling and go beyond what’s been historically possible, place enablement at the helm of your go-to-market strategy. By doing so, you empower your teams to land your strategic initiatives and achieve your desired results. For more insights and actionable tips from this year’s research, read the full report.
If you’re a Highspot customer, unlock more enablement insights like these by joining our exclusive customer community, Highspot Spark Community!
This blog post is part of Highspot’s new research-backed blog series, Highspot Insights. With the help of our research teams, we provide data-driven best practices for sales enablement. If you have a topic you’d like to learn more about, please let us know. We’d love to hear from you.
