Highspot Survey Sheds Light On The Growing Gaps Between Sales Enablement Importance & Effectiveness

New Research Conducted by Heinz Marketing and Highspot Reveals Stunning Implications For Sales Enablement And Content’s Role In Driving Sales Results

SEATTLE--()--Today, Highspot, the industry’s most advanced sales enablement platform, released findings from a comprehensive sales enablement survey conducted in August by Highspot and Heinz Marketing. The survey includes responses from over 400 B2B sales & marketing professionals and concludes that while companies acknowledge the critical importance of sales enablement within their organization, many are failing to implement effectively. While only 35 percent of organizations surveyed reported that their sales enablement efforts were “quite or very effective”, those organizations with focused sales enablement teams in place reported 57 percent with business benefits of higher sales conversion rates, increased sales productivity and improving ability to sell.

The study found that more than 75 percent of respondents rated sales enablement measurement as an important part of measuring sales support effectiveness, but only 37 percent of respondents have a sales enablement team of any kind. This highlights a serious disconnect between the importance placed on sales enablement programs by companies and the execution of those goals.

“We see a widening gap in performance and consistent results between organizations that invest in sales enablement vs. those that do not,” said Matt Heinz, president of Heinz Marketing. “These coordinated efforts are a difference maker, and significant competitive advantage for organizations to increase their win rates and help their organizations run far more efficiently.”

It is clear that sales enablement is a key differentiator in delivering results and higher conversions. Respondents who had effective sales enablement programs reported a 25 percent increase in overall effectiveness on key sales support activities and over half (57 percent) reported that their sales efforts were “quite or very effective” versus 35 percent of respondents without sales enablement teams.

Additionally, the study found that three of the top five activities that drive success in sales enablement are content-related, including producing quality content, helping sales find relevant content, and measuring content effectiveness. Organizations with sales enablement teams and solutions tended to perform 25% more effectively in these areas. Despite the importance of content to the sales organization, more than 45 percent of marketing respondents rely on a shared network drive to deliver sales collateral and 55 percent of respondents have three or more channels for the same purpose, causing more inefficiency in the sales organization.

“At Highspot, we’ve known this disconnect has existed for a long time, it’s why we set out to create a more comprehensive sales enablement software suite built around the focal point of the sales conversation; content,” said Highspot CEO and Founder Robert Wahbe. “This report is a window into the fragmented use of sales enablement technologies today and lost opportunity for improving sales efficiency and conversion rates.”

The insights and information from this report help to outline the importance and areas of focus sales & marketing professionals must be aware of heading into 2016. Having an effective sales enablement program is key to improving success in sales, starting with an efficient sales content management system.

To see the full report please visit: https://www.highspot.com/resource/state-of-sales-enablement-2015/. To learn more about Highspot and sales enablement, visit https://www.highspot.com/ and https://www.highspot.com/sales-enablement/.

About Highspot, Inc.

Highspot is the industry’s most advanced sales enablement platform, using data science to improve sales effectiveness. With Highspot, sales teams are connected to the most relevant content for each situation, have flexible ways to present content to customers, and gain real-time visibility into whether customers find the content engaging. By closing the loop across marketing, sales, and customers, Highspot uniquely delivers insights that help companies engage more effectively with customers, driving increased revenue and customer satisfaction. The Seattle-based company was founded in 2012 and is backed by Madrona Venture Group. For more information, visit www.highspot.com.

Contacts

SutherlandGold for Highspot
Lyla Rayyan, 415-275-6249
Highspot@sutherlandgold.com

Contacts

SutherlandGold for Highspot
Lyla Rayyan, 415-275-6249
Highspot@sutherlandgold.com