Quantifying Sales Enablement’s Value

11 February 2019


This research examines the extent to which firms are embracing “sales enablement,” and the impact of its adoption on the sales organization. Sales enablement describes an emerging set of practices related to salesperson development, guidance, and content distribution. It is characterized by (a) connecting sellers to content most relevant for each buyer interaction; (b) delivering training, guidance, and content in context — that is, in the course of the salesperson’s day-to-day activities, when its application is most relevant; (c) deploying content through technology platforms, often on demand, and in flexible formats; and (d) using analytics to evaluate content usage and effectiveness.

By correlating sales enablement adoption with performance outcomes, research findings will quantify the business value firms are realizing from sales enablement investments. And, research will identify current approaches, emerging trends, and best practices associated with firms’ sales enablement efforts.

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 a sales force. Target participants are involved in sales effectiveness, sales enablement, salesperson training and development, sales content development and effectiveness, or sales learning strategy in their organizations.

Benefits of Participation

  • 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 March 2019

Research Timeline

Research closes 15 April 2019
Research report is expected to publish 1 May 2019


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.

Take The Survey


Become a member

Become a member