Today’s post is by Ed Calnan, Co-founder and CRO of Seismic.
Teams looking to remain effective and successful while working remotely need to be sure they share the same goals. Without the ability to stay in touch on the ground – and hold in-person check-ins and meetings – having a team that rolls up to the same goals is critical to keeping your go-to-market engine running smoothly with a distributed workforce. And enablement is one of the best ways to ensure your sellers are focused on the right things.
But what are you tracking to make sure your teams stay effective? As a sales leader, you need to be sure your team has the right priorities to succeed. For Seismic, it’s about tracking key results that all filter into our central focus.
Enablement key performance indicators (KPIs) should all support one central goal – generating more revenue to drive sales success. So how do we set the right goals to keep our team focused on the right things that all feed into this ability to generate revenue?
The Three KPIs That Will Drive Sales Success Right Now
Seismic’s key results filter into three buckets – all of which are priorities in focusing your team on driving more revenue.
Shorter sales cycles
Finding ways to shorten the sales cycle is one of the easiest ways to drive more revenue. Quicker sales cycles represent a smooth sales process and a compelling message to buyers. And some of the best KPIs to track around shorter sales cycle are those that give your sellers more time to actually sell.
When sellers spend less time on things such as searching for content and ramping to productivity, they can devote more time to getting in touch with prospects, building valuable relationships, and taking other actions that will actually drive decisions from buyers.
KPIs around 1) time spent searching for content, 2) time spent training, and 3) conversion rates will give you visibility into how much time your sellers are spending effectively communicating with buyers, compared to taking on more menial, time-wasting tasks.
Higher win rates
Go-to-market teams wasting energy on activities that don’t effectively connect with buyers are ultimately less efficient. A successful enablement program will shine a light on the activities that are truly essential, while automating other activities or eliminating inefficient processes altogether.
And, ultimately, this prevents budget from being wasted on ineffective activities.
The best go-to-market teams will deliver a strong message to the right prospects in a personalized way. Forrester’s 2019 State of Sales Enablement Report found that buyers expect more relevant, personalized information than they did five years ago.
So be sure your enablement program has KPIs on 1) time spent creating content, 2) content usage, and even 3) lead quality to make sure your go-to-market teams can efficiently guide prospects through the buyers’ journey.
Increased customer value
Finally, finding ways to bring more value to your current customer base is a major consideration for anybody who wants to see effectiveness in their enablement program. Especially at a time like this, creating more value for your own customers is imperative for companies looking to keep revenue coming in from organizations that get value from your product.
Some great indicators can give insight to sales leaders into the value your customers get from your product. With this in mind, you need KPIs around 1) churn rate (to monitor those customers who no longer see enough value to justify their spend) and 2) cross-sell and upsell rates, which will showcase customers getting enough out of your product to increase their investment and double down.
KPIs Keep Sales Enablement Efforts on Track
Keeping these key rules in mind is what will truly ensure your enablement program is on the right track. At a time when organizations are tightening their belts, making sure your go-to-market teams are efficient and effective will be a major difference for teams trying to do more with less. With visibility into important, easy-to-understand KPIs, you can understand how your team and your enablement program are performing in a simple fashion.
Want more sales enablement insight? Access Seismic’s guide, “12 Sales Enablement KPIs for Enterprise Sales Leaders.”