State of Sales Enablement 2017

Now an annual tradition, the most recent State of Sales Enablement study is in the books, and we’re happy to share what we’ve learned.

In just one year, we’ve seen a vast improvement in a lot of areas of sales enablement, but there is still plenty of room for improvement for many organizations. One thing is clear—sales processes continue to become more evolve, and sales enablement (both platforms and staffing) are the critical path to helping your sales team close more deals, faster.


Conducted by industry expert Heinz Marketing, the 2017 State of Sales Enablement study features results from nearly 600 sales, marketing, and sales enablement professionals in B2B companies of all sizes and from the gamut of industries. Here are a few top line observations from the study results:

  • The sales process is becoming more complex. A majority (64.5%) of respondents are experiencing more complex sales processes, and this is more pronounced among larger companies. However, companies with a dedicated sales enablement team are more than twice as likely to experience a sales process that’s becoming less complex.
  • The buyer’s journey is becoming more front-and-center. Companies with a sales enablement team are 52% more likely to have a sales process that’s tightly aligned with the buyer’s journey. Conversely, those without a sales enablement team are 67% more likely to have a sales process that’s only lightly aligned.
  • Sales enablement drives revenue. Companies with sales enablement tools reported revenue increases surpassing their peers. More than 75% of respondents from companies using sales enablement tools reported that their company’s sales had increased over the past 12 months. Of these same respondents, nearly 35% reported sales increases greater than 25%.

It’s clear from the survey that organizations are investing heavily in sales enablement. As you prioritize for 2017, we hope these insights will help guide your efforts and put focus around where to invest. Download the full report to learn more.

Related Resources

Analysis report on the 2015 industry survey on sales enablement adoption, best practices and results.

Everything you need to know about sales enablement.

This tool will help you and your team evaluate sales enablement platforms.