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Calculating the ROI of Sales Enablement

Companies that put a sales enablement solution in place see dramatic ROI (return on investment) for both marketing and sales.

Marketing

Marketing teams know that much of the content they work so hard to produce is not yielding business results.

Various studies paint a consistently grim picture…and that’s exactly what we see when companies begin to measure content performance. Typically, on the order of 65% of marketing content is never used by the sales team. Which means that 2/3 of the investment in this marketing content is wasted—the ROI on content that never gets used is zero.

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The story gets worse. Even when content is being sent to customers, does it move the deal forward? By using tools that measure usage and performance, marketers can radically optimize their content investments, focusing on creating content that gets in front of customers and effectively drives revenue.

Sales

The key goal of sales enablement is to make reps more effective at closing deals and driving revenue. The opportunity is large—companies that are the best in class in their industry have 50% higher quota attainment than average companies.

Sales Enablement Advantage for Marketing

And those best-in- class companies are twice as likely to be using a sales enablement solution that addresses major obstacles to driving sales:

  • The time needed by a new seller to become effective (on average, 7 months)

  • Seller turnover (typically 30%)

  • Time wasted searching for and creating selling materials (3-4 hours per week, per rep)

The result is that sellers engage more effectively with customers, and engagement is the lifeblood of a successful sales process.