What's the most reliable way to measure performance of intangible sales enablement (such as training, objection handling, trap setting)?

Not everything we do is measurable and this is especially true for PMMs.  Unless there is a compelling reason to measure every aspect of sales enablement, I would not suggest you do so.   But if you must, then for most things, a simple survey to the sales org is best. Ask them how useful a specific task was in their sales cycle? And if you should stop, continue or improve that specific task? Remember to give them an incentive to complete the survey.  You can also try other indirect means, like m ...Read More

Qualitative measures require qualitative assessment. I don’t see a way around spending time listening to calls (at 1.75x speed of course) :) The best way to measure performance is to select a random sample of sales conversations - enough to be quantitative (10+) and assess the intangibles on a score sheet - objection handling, trap setting, etc.). I would try to make the scoring as subjective as possible—not how “ideally” it was delivered, but how the prospect reacted to it. You can learn a lot ...Read More

Great question. When it comes to measuring objection handling: Leverage a conversation intelligence tool such as Gong, where you can report on keywords within sales calls and attribute those conversations to deal pipelines. For training: The best way to measure impact of a training is to run 'workshops' in addition to a training such as an eLearning. For example... I'd recommend reps taking an eLearning that walks through the 'what and the why' and then organize a workshop where they put it to p ...Read More

A mix of qualitative and quantitative data is always the gold standard.  For training, take time to connect sellers both before and after trainings to ask what questions they have, what they took away, or what they might still need. Mix up who you go to so you hear from both your most and least engaged teammates. Then, for consistent quant data, make simple post-training surveys a standard (required!) part of training so your teams provide you with consistent feedback, and you can learn as you e ...Read More