As businesses prepare for the challenges and opportunities of 2025, the role of enablement teams is coming under increased scrutiny. In a research collaboration between SBI Growth and The Revenue Enablement Society, it was revealed that enablement functions are essential for organizations aiming to optimize their sales and revenue operations. This study highlights the revenue enablement methods of top performing organizations and offers a roadmap for organizations to elevate their enablement strategies.
Curious to dive deeper into these insights? Register for an upcoming webinar where Ray Makela dives into the findings.
The Expanding Role of Enablement Teams
Our research found that 85% of enablement teams are responsible for managing seven core functions, including sales training, onboarding, and analytics. However, many of these teams are struggling to achieve high proficiency in all areas. A staggering 45-point gap was uncovered between the scope of analytics and the team’s ability to deliver. This disparity raises concerns regarding enablement teams overextending themselves and as a result are unable to effectively focus on the most pressing priorities.
This insight points to an important takeaway: narrowing the focus of enablement teams may drive better results. By concentrating on fewer core functions, enablement teams can perform with higher proficiency and deliver more value to their organizations. rm with higher proficiency and deliver more value to their organizations.
Influence of Enablement Team
It’s no surprise that sales teams can be reluctant to embrace training. All too often, enablement teams have a difficult time connecting and driving results due to external factors within the existing sales teams. Top organizations have tackled this by bringing in enablement leaders with quota carrying experience. This encourages connection through shared experience and drives story-based learning sessions.
Meeting sales teams where they are and embracing their unique roles by leveraging sales-experienced enablement teams has cut through this friction. These teams are able to provide tailored, personal training to drive enablement success
Metrics that Drive Effectiveness
Over 70% of companies evaluate the effectiveness of enablement teams using sales KPIs, quota attainment, win rates, training completion rates, and revenue growth. These tactile metrics resonate with senior leadership by offering direct insight into sales performance. While metrics like client retention and technology adaptation are important, they fall behind in priority, signaling a clear need for enablement teams to focus on driving quantifiable business outcomes.
Interestingly, for enablement teams compensated by variable incentives, revenue growth emerges as the most significant metric, with an 18% gap over any other metrics. This trend suggests that while revenue growth is critical, it should be considered in conjunction with other success metrics to present a fuller picture of an enablement teams’ impact on organizational goals.
Sales Manager Training: A Missed Opportunity
Another finding from the study is the clear gap in sales manager specific training. Only 32% of organizations report providing sales manager training in the last year, despite sales managers critical role in driving sales team performance. Enablement teams can play a pivotal part in bridging this gap by delivering targeted training that equips sales managers with the tools they need to succeed. However, competing priorities often prevent this.
For companies looking to improve performance, investing in dedicated sales manager training programs is key. With enablement teams already responsible for multiple core functions, expanding headcount or reallocating resources to prioritize manager training could be a key differentiator.
Unlock the Full Potential of Enablement Efforts
As organizations prepare for the future, it is clear that enablement teams are positioned to become even more integral to business success. However, optimizing their impact requires a strategic approach. By narrowing the focus of enablement functions, investing in the right metrics, and providing essential training for sales managers, companies can unlock the full potential of their enablement efforts and drive sustainable growth.
Click here to register for the November 19th, Empowering Revenue Enablement Decisions Through Data Driven Insights webinar!
