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BizReport : Ecommerce archives : October 28, 2015

Study: Sales enablement key for brands

When it comes to revenue, brands who have included sales enablement functions are winning. That's the takeaway from a new Brainshark report which found more than half (59%) of brands whose sales have exceeded revenue targets, the 72% that have exceeded them by 25% or more, have defined sales enablement functions.

by Kristina Knight

According to The Power of Enablement: Bridging the Sales Productivity Gap study half of brands (55%) report sales enablement tools boosted revenue, 54% said analytics helped boost sales and 53% reported CRM boosted sales.

"You have to tackle sales productivity from two angles: improving efficiency and improving effectiveness. Through a combination of people, processes and technology, companies can overcome sales challenges, help their 'B' and 'C' reps perform more like 'A' players, and support more valuable sales conversations that drive more results," said Brainshark CEO Joe Gustafson.

Other interesting findings from the report include:

• 44% look for sales content analytics
• 41% say solutions with easy access to sales content creation is important
• 74% consistency is key for salespeople

"Put plainly, sales productivity matters to top leaders today - and it should. Results show that it's the most important management focus for companies, more critical than any other factor," said Bruce Rogers, chief insights officer and head of the CMO Practice at Forbes Media. "This report outlines what companies need to do to maximize sales productivity, underscoring the power of sales enablement and the key role content plays in helping reps close more deals."

Most also said value is a more important selling tool than price.

Tags: Brainshark, ecommerce, sales enablement, sales revenue

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