How do you measure the success of your enablement program?
The best way to get a handle on the success rate of your enablement program is to evaluate it both quantitatively and qualitatively. On the quant side, it's helpful to do some regular sales surveys around satisfaction, whether that's quarterly or after every launch. On a scale of 1-10, how confident do reps feel speaking about new features or going up against competitors? You should also pull metrics like competitive win rates to get a broader view of how sales is performing overall. Qualitatively, it's very important to build strong relationships with both Enablement and Sales teams to access more informal, just-in-time feedback.
The most important KPI is win rates and cycle time - are you seeing an increase in win rate and shorter cycles. While measuring these KPIs and tracking for trends, it's also important to get regular feedback from sales, sales leadership and individual reps on what's working and what's not. You can do this via survey and calculate a "sales readiness score", or collect feedback on 1:1s or team calls. One other way to measure the success of enablement programs is by listening to sales calls and correlating the use of a new pitch deck/product messaging/competitive positioning to win rates.
Measuring the success of your enablement program involves:
Sales Performance: Revenue growth, win rates.
Adoption: Adoption rate, usage data.
Training: Certification completion, training completion.
Sales Behavior: Activity metrics, engagement quality.
Feedback: Sales rep and customer feedback.
Competitive Analysis: Win-loss against competitors.
Time-to-Competency: Onboarding time.
Customer Success: Customer satisfaction.
Alignment: Sales and marketing alignment.
ROI: Cost vs. revenue generated.
Regularly analyze these metrics for a comprehensive view of your program's impact on sales effectiveness and alignment with goals.