The State of the Art in Sales Enablement: An Intensive Study of Current Practices : Market Research Report

The State of the Art in Sales Enablement: An Intensive Study of Current Practices

Published by: IDC

Published: Aug. 16, 2009 - 33 Pages

Table of Contents
IDC Opinion

In This Study
Introduction
Methodology
Survey Respondents
Situation Overview
Challenging Economic Environment
Sales Productivity
Sales Processes
Sales Skills and Knowledge
Sales Support
Marketing and Sales Collateral
Sales Activity
Delivery Vehicle
Sales Enablement Governance
Strategic Initiatives � Sales Productivity
Future Outlook
Essential Guidance
Steps to Take
Learn More
Related Research
Synopsis
Figure: IDC's Sales Productivity Framework
Figure: Overall Productivity of the Sales Organization
Figure: Employment of a Sales Process or Methodology
Figure: Utilization of a Single Consistent Sales Force Automation Environment
Figure: Types of Marketing and Sales Collateral Provided
Figure: Tracking Usage and Value of Sales Assets
Figure: Existence of a Recent Time/Motion Study
Figure: Sales Reps' General Time Allocation
Figure: Sales Reps' Detailed Time Allocation
Figure: Sales Reps' Time Spent per Week on Sales Preparation
Figure: Methods Used to Deliver Information to Sales Organization
Figure: Sales Portals Available to Sales Organization
Figure: Current and Planned Sales Portal Capabilities
Figure: Location of Sales Enablement Function Within Organization
Figure: Existence of Sales Enablement Gatekeeper
Figure: Location of Sales Enablement Gatekeeper Within Organization
Figure: Primary Goals of Current Strategic Sales Productivity Initiatives
Figure: Primary Goals of Current Strategic Sales Enablement Initiatives

Abstract

This IDC study details the current state of the market for sales enablement: the level of enablement for technology sales organizations, the challenges that stand in the way of higher performance, and the benchmarks in behavior and activity that companies should strive for. Sales enablement is one of the few areas of increased sales organization investment in 2009, with many organizations having high hopes for its impact. Most sales organizations have been investing in sales enablement over the past few years, and one of the key initiatives is to focus those investments at a higher level within the organization.

"Sales enablement is one of the five key levers of sales productivity," states Lee Levitt, director, IDC Sales Advisory Practice. "With proper attention and the right governance, sales enablement initiatives can deliver substantially higher sales productivity."

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