Aligning Sales Enablement Objectives and Outcomes

16 June 2020


Sales enablement describes an emerging set of practices incorporating technology to guide and develop salespeople, and support them with efficiently distributed content. Our previous research has correlated substantial productivity gains with firms embracing sales enablement platforms, and we see increased interest, adoption, and expansion of sales enablement in sales organizations. This research identifies firms’ specific objectives related to sales enablement initiatives, and the metrics they use to assess its performance and outcomes. It also quantifies differences in various functional stakeholders’ objectives related to sales enablement in their firm, and examines how these various objectives are coordinated across the firm.

Condition of Participation

Research participants are asked to complete an online survey lasting approximately 12 minutes, and may optionally elect to participate in a brief telephone follow-up interview.

Participation Eligibility

The study is open to management practitioners responsible for developing, supporting, or managing sales forces; or who are involved with assessing, communicating, implementing, managing, or optimizing sales strategy within their firm. Target participants are involved in executive leadership, strategic planning, sales effectiveness, sales operations, sales leadership, or sales enablement in organizations with at least US$1 million in annual revenue, and directly employing at least 10 salespeople. Firms or individuals that market technology, products, or services to sales organizations as a core offering are not eligible to participate in this research initiative.

Benefits of Participation

Participants receive:

  • A copy of the findings report on this research topic
  • An invitation to a Sales Management Association webcast in which summary findings are presented to our audience in December 2020.

Research Timeline

Research closes 30 November 2020.


Survey results are only reported in aggregate, and never in a way that would compromise the identity of any single respondent. All individual respondent data are treated with strict confidentiality, and will not be distributed.

Research Underwriting

This research is made possible in part through the underwriting support of Highspot.

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