Why sales enablement is worth prioritizing in 2024 and beyond
Par Seismic — le 20 mars 2024
It's been quite an economic rollercoaster of a year for businesses. From budget cuts and tech consolidation efforts to heavy-hearted layoffs and general global turbulence, 2024 has forced salespeople, especially, to double down on what they cancontrol. Because honestly, there's a lot they can't.
It's not all doom and gloom, though. There are scrappy, "we'll-figure-it-out" sellers and leaders around the globe navigating today's challenges excellently. Most of them are leaning on sales enablement tools to adapt their messaging, strategy, and workflows to the needs of their target market.
In fact, 92% of global revenue leaders who plan to increase or retain their sales enablement tech agree that it's integral to weathering difficult economic times.
Whether you're part of a more mature sales organization with sales enablement software in place, or your company hasn't gotten there yet, we invite you to read on. We'll review data from the 2023 Value of Enablement Report that proves why it's the prime time to invest in better sales enablement to boost buyer engagement.
But first, a quick note: It's easy for companies to say things like "Now more than ever is the time for [OUR PRODUCT]." These statements always feel biased and sales-y. Our goal here is just to publicize what our data says about the impact of using a top sales enablement software.
The people have spoken: Sales enablement is worth it
Here at Seismic, we, of course, believe that sales enablement software is a competitive differentiator. But this is also supported by the enablers and sellers who use the technology day in and day out.
As mentioned above, we published a report earlier this year where we surveyed and then studied more than 1,200 full-time sales, enablement, and customer success professionals. These people work in managerial and leadership roles throughout the United States and Europe.
75% of them — whether they have a sales enablement solution in place or not — say that implementing newenablement tools is a priority for their company in 2024. Here are the four main reasons why.
1. Sellers are facing a tough crowd, day in and day out
Closing deals is not what it once was. By the time a prospective client is on a first call with an AE at a tech company or a private banker in the financial services space, they've already done their homework. They're largely informed about what you do, and they expect you to know what they need.
Prospects expect a personalized sales experience because that's what your best competitors offer. But this takes so much time.
On top of this, new companies and products are entering the market regularly andclients' priorities and behavior are constantly evolving. Sales enablement software empowers leaders to better equip their salespeople with the skills, content, insights, and tools they need to engage with clients and close deals.
In fact, 97% of survey respondents who use sales enablement software say it gives them quick access to content, information, and/or coaching, so they can consistently speak to clients from a more informed standpoint.
2. Sellers expect top-of-the-line tech
If you want to attract or retain top sales talent, an intuitive, modern tech stack is non-negotiable. Period.
Sellers who have experience working at companies with robust customer relationship management (CRM) platform integrations, data analytics tools, and sales automation tech expect sales enablement tech. They want to:
Be in the know about new processes and market trends
Streamline tedious tasks so they can focus on client relationships
Go to a single place to go for all of their learning and content.
Case in point: Based on our data, a seller who's working without enablement tech spends an average of 10 hours per week tracking down, comparing, or revisiting content to send to clients. And 74% are currently considering leaving their company due to a lack of tools to support their success.
3. Sellers will stay (or go) where they can grow
This goes hand in hand with the top-of-the-line tech reason above. 59% of our respondents went so far to say that they won't work for a company without enablement tools. Good enablement software and programs make sellers better in their current roles. But great ones make them better sellers, leaders, teammates, and client advocates for their entire careers.
Continuous learning is a major priority for today's sellers. With a sales enablement solution, you can easily disseminate relevant industry trends and product knowledge, yes — but also selling techniques, certifications, mock practice scenarios, and more to make your sales team more skilled for even future roles they'll take.
Here's the best part: When organizations prioritize ongoing training and development for sales representatives with enablement, sellers want to stay. Nearly 80% of the respondents we surveyed believe that their company's enablement tools will help them retain and attract more employees in 2024. And 100% of those with plans to decrease enablement efforts are concerned that it will lead to lower employee retention.
4. Sellers want to work for agile, adaptable employers
Last, but not least, the best sales enablement tools equip sellers with everything they need to operate with agility, even in times of economic uncertainty.
Of those planning to retain or increase their use of enablement technology…
Of those planning to decrease their use of enablement technology…
84% say it makes their team more productive
77% are concerned it will lead to lower revenue73% are concerned it will lead to operational inefficiencies
Organizations, especially hybrid or remote ones, without an enablement tool can't pivot quite as quickly if they notice a new sales tactic that's closing deals 20% better. They can't prevent sellers from finding, let alone sending dated content. They can't create a highly-personalized slide deck in less than five minutes.
Sellers want to work for organizations that are built with resilience in mind and who have the tech and infrastructure in place to handle the ever-evolving landscape they're working in.
The bottom line about top-notch enablement
It pays big dividends to prioritize sales enablement. The report reveals that an investment in sales enablement grows revenue, retains and attracts great sellers, and gives clients an experience that's on par (or better than) their expectations.
