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How do you effectively measure the sales enablement success by product marketers?

4 Answers
Sahil Sethi
Sahil Sethi
BetterUp Ex-SVP Product MarketingMarch 26

The ultimate metric for measuring the enablement success is a revenue metric, or its proxy - which is shared by sales and product marketing. The actual metric depends on what the focus of the enablement is

e.g. Company ARR, Product ARR, $ win rates, # win rates, Competitive win rates, Deal size, Time to close, # of reps making quota etc. etc.

Until those revenue metrics are realized, you can use the following leading indicators - Pipeline movement, Stage 2 to Stage 4 conversion, SKU mix etc.

Finally, the two most important metrics i look at after every training session is - confidence index and Usefulness index. It is basically a response to a question "On a scale of 1 to 5, how useful did you find this session?" and "On a scale of 1 to 5, how confident are you in using the tools provided by the session?". We would aim to keep all session scores >4.2, whether it was an interactive training session at SKO, or a pre-recorded training delivered via a tool like Lessonly

549 Views
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingDecember 2

There are a couple of different ways to approach measuring sales enablement effectiveness. The main question I ask myself is, "Is the sales team confidently delivering the right message to our target audience?" From there, you can determine which metrics are best for measuring sales confidence. Some examples:

  • Conversion rates during the deal cycle (i.e., not just Closed Won, but earlier deal stages as well). If the deals are progressing well, it can be inferred that the salesperson successfully utilizes the message to drive progress.
  • Resource utilization, such as pitch decks, one-pagers, etc. Track how often your sales team is using these assets, as it shows alignment with your enablement efforts.
  • Sales feedback via surveys and/or feedback loops. This is my favorite one because it answers the question directly. The other two measurements are useful but depend on other factors outside of enablement. 
482 Views
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationDecember 11

One way to measure the success of sales enablement efforts by product marketers is to track key metrics such as the number of sales-related resources that have been created, the number of sales reps who are using those resources, and the impact that those resources are having on sales metrics such as win rates and average deal sizes. Additionally, product marketers can also conduct surveys or interviews with sales reps to gather feedback on the effectiveness of the sales enablement resources and how they are being used. This can provide valuable insights into how well the sales enablement efforts are working and where there may be opportunities for improvement.

586 Views
Lisa Dziuba
Lisa Dziuba
Lemon.io Head of Growth Product MarketingDecember 5

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:

  1. 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.
  2. 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 questions, battle cards, and use-case, the faster SDR/BDR can close the deal.
  3. Sales productivity: The amount of revenue generated by your sales team per unit of time (e.g. per month or quarter).
  4. Sales team onboarding speed. The PMM sales enablement programs will help by providing comprehensive product training and giving access to the right resources (ICPs, case studies). So the new sales team members will ramp up more quickly and become productive members of your sales organization.
277 Views
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