How do you measure the success of sales enablement?

Ultimately is about revenue attainment. Are sales reps being able to make their numbers? If yes, you are likely doing your job well. Now, if we look more closely at how to impact revenue attainment from a product marketing perspective we end up with the following metrics: Win / Loss rate: this can indicate if the messaging/positioning needs work and if sales reps have the right tools at their disposal. Competitive win rate: indicates how effective are the battle cards and competitive training. C ...Read More

I encourage my team to be the ‘mini CMO’ for the products they cover. That means the single biggest metric to measure is pipeline (with a focus on pipeline generation). Depending on the specific in-quarter activities we have going on around sales enablement, we can see a dedicated focus on sales enablement and education show up in our sales-sourced pipeline in the trailing quarter. My advice here is to track a few things: Attributed pipeline = how are all your content activities showing up in yo ...Read More

This is a bit of an oversimplification, but I boil down measuring sales enablement success into three categories: Usage: This would be the volume of assets developed as well as ways to measure how often they’re utilized. For example, maybe you post your sales collateral to a sales team portal where downloads / views can be tracked. Quality: This is about getting feedback from sales on how useful the collateral you've developed is, which can be gathered informally in discussions with your sales t ...Read More

This is a tough one, and it has been a journey to figure out how to measure the success of the sales enablement work PMMs do. In larger companies with a dedicated field enablement team, there's often better instrumentation and PMMs can partner with another team to activate enablement programs (like certification programs or sales enablement platform/portal implementations), whereas in a start-up, you're much likelier to be DIY'ing it. Here, I think it's critical to look at both leading and laggi ...Read More

Measuring the success of sales enablement comes to having clearly defined metrics that PMM can influence. There are a few key metrics you can use to measure the success of your programs. These include: Win rate: The percentage of deals that are won by your sales team. Useful sales enablement materials, training, and collaterals will grow the win rate. Sales cycle length: The amount of time it takes for your sales team to close a deal. Again, the better sales collaterals, answers to typical quest ...Read More

Daniel and Vanessa both hit on the right instinct: connect enablement to revenue outcomes, not just consumption. I want to add a tiering framework that has worked well across Salesforce, Tableau, and UiPath. Most teams measure sales enablement at the wrong level. They track content views and training completion. These are input metrics. The question is not whether reps consumed the enablement. The question is whether it changed how they behave in deals, and whether that behavior change moved the ...Read More

Some ways to measure the success of your sales enablement efforts include Surveys: Every quarter, send a survey to the field asking questions about confidence selling to different personas, industries, packages, and against top competitors. Based on this info, you’ll gain a pretty good understanding on where you should focus your efforts the following quarter. Win Rates: measure win rates each quarter to see how your focused training has impacted sales for different verticals, and against differ ...Read More