2015 Sales Enablement Benchmark Report
Introduction
In the summer of 2013, Demand Metric completed a benchmark study on Sales Enablement, discovering varying views and levels of contribution for the function. At that time, Sales Enablement seemed to suffer from an identity crisis, with many study participants unclear on what the function was or what it was supposed to do. Other participants in the 2013 study had a very clear vision for Sales Enablement, reporting that it was making significant contributions. At the time, about half of the study participants had some level of commitment to a Sales Enablement function in their organizations.
Today, the understanding of Sales Enablement seems much clearer. Many organizations are placing a heavy emphasis on sales and marketing alignment, and Sales Enablement has proven an effective strategy for achieving better alignment and facilitating better performance, which generates measurable results. Anyone who is part of the marketing or sales community has probably observed that the Sales Enablement strategy has gained traction in the past few years. Where it once might have seemed like a fad, Sales Enablement as a business strategy seems to have earned legitimacy, with an increasing number of organizations committing to it.
Sales Enablement is a cross-functional discipline that links corporate business goals with tactical execution on the sales and marketing front. Skura and Demand Metric collaborated to field a study that examined the extent to which organizations are using Sales Enablement, what best practices are in use and what benefits the strategy is delivering. The results of that study are contained in this report.
Table of Contents
- Introduction
- Executive Summary
- Sales Enablement Commitment
- Content Challenges & Outcomes
- Content Creation & Usage
- Managing Content
- Lead Nurturing & Qualification
- Benefits
- Analyst Bottom Line
- Acknowledgements?
- About Skura
- About Demand Metric
- Appendix - Survey Background
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