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Deconstructing Sales Enablement ROI

Posted in:  Sales Enablement Strategy

In any new project or technology, one business metric stands above all others: ROI. It is the ultimate measure of whether or not value is created. Today, we’re illustrating an example of how a modern sales enablement platform generates superior return on Iivestment against performance targets we’ve found highly attainable.

The following infographic, Deconstructing Sales Enablement ROI, showcases the two primary lenses through which customers evaluate their investment: sales efficiency and sales effectiveness. It also lists assumptions based on real-world customer experiences, starting with Highspot’s industry-leading usage rate.

deconstructing sales enablement roi infogrpahic

In the upper half of the infographic, we highlight two metrics at the heart of sales enablement decisions:

Sales efficiency centers on the ability for reps to accomplish more in less time. The combination of easy-to-find sales content, coupled with time savings resulting from integrated customer engagement options, quickly results in outstanding returns on first year software, services, and headcount spend. These savings multiply over time, giving distinct advantages to companies committed to best practices in sales enablement.

Sales effectiveness is all about increasing conversions and driving revenue improvements. The catalyst is improved sales content quality due to closed-loop market feedback and detailed content performance analytics. When reps can increase conversion rates as well as transaction value, all while decreasing sales cycle time, sales performance naturally follows. The larger the sales organization, the more pronounced these growth rates become.

In the lower half of the infographic, we highlight performance targets contributing to the greater than 14x return on first-year spend and >20% incremental sales growth attributable to sales enablement.

>85% average monthly usage rate by reps. At Highspot, we’re averaging nearly 90%.

>50% less time spent searching for content. Sales teams know that time = money. We give them more time so they can do what they do best.

>50% increase in content used by sales teams. The sales enablement platform that’s right for you will equip reps with the best available content for every stage of the buyer’s journey.

>25% reduction in time spent customizing content. With technology that not only surfaces the highest-performing sales content, but also allows reps to quickly tailor content to specific customer opportunities while remaining on-platform, Highspot gives reps more of what they need most: time.

>40% of week spent selling. This is every rep’s most productive activity. Sales enablement software helps maximize it.  Across organizations we’ve worked with, we’ve seen a 10-15% increase in selling time due to more efficient sales enablement processes. That’s an additional 4-6 hours per week per rep focused on selling.

>10% increase in sales conversion rates. Based on our own experience and multiple industry analysts (Aberdeen and CSO Insights) organizations implementing best practices in sales enablement have improved sales conversion rates by 10% or more.

For additional return on investment considerations, check out:

Now, the next time one of your colleagues asks “WIIFM?” (What’s in it for Me?), you’ll have an easy reference point. You’ll also look smart — which is always a good thing.

If you have additional questions, don’t hesitate to reach out.  We’d be delighted to chat.