Measuring the impact of sales enablement programs on revenue can be challenging but is necessary for success.
The key metrics to track include:
- Time to Productivity
- Available Selling Time
- Content Usage
- Sales Confidence
- Number of Activities
- Sales Stage Conversion Rate
- Meetings Set
- Opportunities Created
- Time to First Deal Won
- Quota Attainment
Tracking these sales metrics can help identify areas for improvement, top performers, and if the sales enablement program is actually driving revenue growth.
A well-designed sales enablement program should have a measurable impact on sales results and revenue.
However, identifying and tracking these sales metrics can be challenging, and it requires a collaborative effort between your Sales Ops team and frontline sales managers.
While seeing improvements in key metrics will indicate that your sales enablement efforts are working, it is also a testament to the hard work of every sales rep and team member.
Here are the top metrics that companies should track to measure the impact of their sales enablement programs on revenue:
Time to Productivity
The faster your sales reps become productive, the sooner they can start closing deals and generating revenue.
Time to productivity measures how long new sales reps can become fully onboarded and productive. This metric can help you identify any bottlenecks or areas where your onboarding process can be improved.
The average time to productivity for new sales reps is 5-7 months, but companies with effective sales enablement programs can reduce this time by up to 30%.
Available Selling Time
Sales reps are most valuable when they’re selling, not doing administrative tasks.
Available selling time measures the amount of time that sales reps spend on actual selling activities. Maximizing available selling time ensures that your sales reps are focused on revenue-generating activities and not wasting time on non-essential tasks.
Sales enablement content, such as sales collateral and product demos, can make or break a deal.
Content usage measures how often sales reps are using your sales enablement content. This metric can help you determine which content is most effective in closing deals and which may need to be updated or retired.
Confidence is key to closing deals. Sales reps with high confidence levels close deals 67% more often than those with low confidence levels.
Sales confidence measures the level of confidence that sales reps have in their ability to close deals. By tracking sales confidence, you can identify areas where sales reps may lack confidence and provide additional training and support to boost their confidence and win rates.
Number of Activities
Sales is a numbers game; the more activities your sales reps perform, the more likely they are to close deals.
Number of activities measures the quantity of sales-related activities performed by sales reps, such as calls, emails, and meetings. Using this metric, you can determine which activities are most effective in generating revenue and which may require additional support.
Sales Stage Conversion Rate
The sales process consists of different stages, and each stage requires specific actions and milestones to move the deal forward.
Sales stage conversion rate measures the percentage of deals that successfully move from one stage of the sales cycle to the next. It will help you identify potential bottlenecks in the sales process and make necessary improvements.
Meetings are an important step in the sales process as they allow sales reps to establish a rapport with potential customers and uncover their needs.
Meetings set measures the number of meetings sales reps schedule with potential customers. By tracking this metric, you can determine the effectiveness of your sales outreach efforts and make necessary adjustments.
Opportunities are the lifeblood of any sales team. Sales teams that focus on creating high-quality opportunities see a 47% increase in win rates compared to those that focus solely on closing deals.
Opportunities created measure the number of potential deals created by sales reps. It helps you determine the effectiveness of your sales outreach efforts and make necessary adjustments to your sales strategy.
Time to First Deal Won
The first deal is always the hardest. Time to first deal won measures the time it takes for a sales rep to close their first deal. With this metric, you can determine the effectiveness of your sales enablement programs in helping new sales reps become successful.
At the end of the day, sales reps are measured by their ability to meet or exceed their sales quota.
Quota attainment measures the percentage of sales reps who meet or exceed their sales quota. By tracking this metric, you can determine the effectiveness of your sales enablement programs in helping sales reps achieve their revenue targets.
Tracking quota attainment not only allows you to identify top performers and areas for improvement but helps you understand if your sales enablement program is actually driving revenue growth.
If you see a positive trend in quota attainment after implementing your sales enablement program, you can confidently say that the program is having a positive impact on revenue.
Draup for Sales is a powerful sales enablement platform that helps sales teams increase their productivity and revenue. With Draup, sales reps can access personalized insights and recommendations that help them identify the best leads to pursue, tailor their sales pitches, and close deals more efficiently.