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Research: Direct connection between sales enablement & higher conversion rates

Research: Direct connection between sales enablement & higher conversion rates.

A heightened investment in sales enablement teams, initiatives and technology is directly and in some cases dramatically increasing sales conversion rates for B2B companies nationwide. That s the main takeaway from research we recently completed with Highspot (get access to the full findings report here).

According to results from nearly 400 B2B respondents, more than 50 percent of companies that have committed to sales enablement efforts are seeing an increase in sales conversion rates of at least 10 percent. A full 23 percent of companies have seen conversion rates increase by 20 percent or more, and 11 percent of companies saw conversion rates increase more than 30 percent.

Nearly 70 percent of respondents noted that they are investing in sales enablement teams and technology, with larger organizations those with 100 or more sales professionals showing the highest sales enablement investment rate at more than 80 percent . Twenty-five percent of companies with less than 100 sales professionals noted they have had formal sales enablement programs for less than two years, while 38 percent of companies with 100 sales professionals have had sales enablement functions for more than five years.

Which sales enablement functions are driving conversion rate gains? Those companies with sales enablement investments noted the following focus areas as key to increasing impact and conversion rates: Increase sales rep efficiency reduce non-selling time.


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