B2B Marketers Increase Sales Enablement, Technology Budgets - eMarketer
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B2B Marketers Increase Sales Enablement, Technology Budgets

Technology is a key component of sales enablement efforts

Marketers are increasing their investment in sales enablement, and compared to 2015, nearly a third of US B2B marketing and sales professionals said their budgets increased at double-digit rates.

Change in 2016 Sales Enablement Budget According to US B2B Marketing/Sales Professionals (% of respondents)

According to research from sales enablement platform Highspot and B2B marketing and sales acceleration company Heinz Marketing, sales enablement budgets have increased from 2015 to 2016. Some increases were small, while others were substantial. For example, 31.4% of US B2B marketing and sales professionals said their budgets increased by at most 5%. Another 36.6% of respondents said their sales enablement budget increased by 6% to 10%.

However, not all increases were this small. Some 10.1% of B2B marketing and sales professionals increased their sales enablement budget by 21% to 30%. And 9.0% of respondents increased their budgets by more than 31%.

Technologies in Which US Executives Are Investing* to Improve Sales Productivity, Sep 2015 (% of respondents)

Technology is a key component of sales enablement efforts. The same Highspot and Heinz Marketing study also looked at budget increases for sales technology, and 55% of B2B marketers and sales professionals said their budgets for sales technology had increased since 2015. Among those 55% of respondents, more than a third said their budget increased by 11% or more.

A majority of marketers, including those outside the B2B space, are investing in sales enablement technologies. Data from Forbes Insights and Brainshark revealed that more than half of US executives were investing in sales enablement technologies to improve sales productivity.

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