Sales enablement stats on a laptop

Vital Sales Enablement Statistics

Even if your sales team is full of experienced professionals, there are always some sales opportunities that you miss out on. Perhaps a salesperson didn’t know which manager to pitch to within the organisation.

Maybe a prospect didn’t receive the correct marketing materials necessary to convince them to take a meeting.

Sales enablement was developed to help businesses avoid these kinds of mistakes and help sales teams make the most of every sales opportunity.

The objective of sales enablement is simple: to ensure that sales teams have all of the resources they need to sell more effectively.

These resources include marketing materials, lead tracking tools, sales enablement software, customer relationship management software, work practices, training opportunities, and research tools.

Sales enablement helps you team research prospects, share marketing information, work more efficiently, and ultimately — sell more effectively. Here are a few interesting sales enablement statistics which emphasise its importance.


The Stat: 50% of sales time is wasted on poor prospects


What it means: If your sales team isn’t evaluating and prioritizing leads, they could be spending an inordinate amount of time on poor prospects. Sales enablement helps by providing sales teams with the tools they need to determine the quality of a prospect. This helps your sales team focus their energy on leads that have potential, saving time and effort.


The Stat: On average, businesses that use technology effectively are 57% more effective at sales training.


This statistic includes sales training efforts in 7 different categories: Preparing salespeople for new assignments, Making new sales people productive, Improving low performers, Selling new products or services, Supporting changes in sales messaging, Sharpening successful salespeople’s skills, and Addressing skill deficiencies.

What it means: This statistic really highlights the importance of a key part of sales enablement — sales training. Sales enablement uses technology to ensure that every team member has access to all of the resources they need to improve their performance in the workplace.

When using sales enablement strategies, a sales team will have easy access to product information, the latest marketing material, effective sales strategies, customer research, and training material. Sales enablement also makes it easier to share training sessions with sales representatives that help them improve their productivity and overall performance.


The Stat: At a company with between 100–500 employees, only 7 have buying power


What it means: When a sales representative calls a business to pitch a product or service, it is crucial that they talk to the person who has the ability to authorise a purchase. Sales enablement helps businesses deal with this challenge by giving your sales team informational tools that make it easier to discover who makes purchasing decisions at a company.


The Stat: 19% more growth occurs when a business gives sales and marketing departments tools to communicate better with one another


What it means: Aligning sales and marketing strategies is another core objective of sales enablement. This is usually achieved by providing communication tools and resources which ensure both teams understand current businesses initiatives, goals, and processes. This statistic clearly highlights the benefits of making it easy for different teams to talk to one another and share information.

A sales enablement concept illustration


The Stat: Companies that were slow in adopting sales technology saw their sales goal achievement drop 12% from last year.


What is means: This statistic highlights how important technology is for facilitating sales. Sales enablement’s strong focus on incorporating technology into the workplace which can help businesses reach sales goals.


The Stat: More than 75% of companies using sales enablement tools say that their sales have increased over the past year.


What it means: This stat tells us that sales enablement tools usually results in an improvement to sales — but not always. It’s crucial to incorporate the “right” sales enablement tools for your organisation.


The Stat: Enterprise organisations lose over $2.3 million each year because of opportunities costs associated with underused or unused marketing content.


What it means: This statistic highlights the cost of not using marketing material when it is available. Sales enablement helps businesses avoid this problem by making marketing materials easily available to the sales team through the use of technology. Your sales team will be able to easily access details of the latest marketing campaign along with assets like brochures, advertisements, white papers, blog posts and so on.


The Stat: 59.2% of companies have a dedicated sales enablement function (up from 32.7%)


What it means: This statistic clearly shows that more businesses are incorporating sales enablement techniques within their organisation. The rapid move towards sales enablement is a sign that it delivers demonstrable benefits.

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