The Data That Drives Us: Building a Winning Enablement Strategy

The Data That Drives Us: Building a Winning Enablement Strategy

Enablement has a big job. You’re the key to making sales teams run smoothly and efficiently. Between the challenges of getting sales leadership on board and checking that your enablement measures are successful, the road to success can feel like a long one. Whether you’re just getting started with your enablement strategy or have been in the game for a while, you’ll need the right data for a kick-ass enablement plan. 

We sat down with Gregory Keshian, SVP of Product Strategy at BigTinCan, Beverlie Heyman, Director of Sales Enablement
at Brainshark, and Bob Bristol, Sr. Manager Sales Enablement at Brainshark to get the real insights you need to take your team to the next level.

Key Discussion Topics

  • The right data for measuring the success of your enablement measures

  • Developing metrics that track the big topics of Sales Enablement: seller readiness, seller activities, and seller results

  • How to use data to effectively work with sales leadership for more efficient sellers

  • Mapping metrics to roles

key takeaways

  • Measure sales enablement initiatives through three big sections: capacity (the number of effective salespeople), efficiency (how sales people make use of their time & using the right tools) and effectiveness (the quality of work sales people are doing). Play around with the right cadence for these to get the right data. 

  • Define what seller readiness, activities, and results mean, share with your org, THEN make your metrics: Sales readiness means a rep has the knowledge and confidence to articulate your message. Activities are the tasks a rep needs to get done to move a deal forward (emails, calls, etc). Seller results means looking at the end of the pipeline activity - how many days to the first customer call? How many days until a deal closes?

  • After you’ve got your definitions and measurements, how do you use it? Show a correlation between your training activities and sales productivity. Identify data points that are important to your sales leadership. You also need to be able to make a solid case for making an investment decision in your training. 

  • Panelist Takeaways: Take the time to understand what your sales leaders are looking to accomplish, align your data points to get the outcomes you need. Have a strong opinion on the why of your training programs, be clear about the improvement that will make.