B2B Sales Enablement: Driving Strategic Efficiencies Along the Path to Purchase - eMarketer
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B2B Sales Enablement: Driving Strategic Efficiencies Along the Path to Purchase

eMarketer Report

By: eMarketer

Published: June 13, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Under constant pressure to close deals and drive revenue, business-to-business (B2B) companies are turning to sales enablement strategies to improve the sales processes that move buyers through the path to purchase. B2B marketers focused on customer acquisition must work congruently with sales teams to turn prospects into customers.

  • The chief goals of a sales enablement program are increased sales efficiency and revenue.
  • The B2B landscape is becoming increasingly complex for sales-driven companies, which are tackling external and internal issues like lengthening sales cycles, buyers’ evolving expectations and organizational silos that make collaboration difficult.
  • Sales enablement strategies seek to provide sales teams with an accurate picture of the buyer and the right tools and skills to sell. The most common strategies include pipeline management, technology integration, account-based marketing, content accessibility, establishing closed-loop analytics to determine the effectiveness of sales collateral and onboarding/training for sales staff.
  • Implementing a sales enablement strategy differs depending on the size of the organization, industry and structure of the sales team. Smaller companies tend to have a single resource within the marketing or sales team, whereas larger organizations may have their own sales enablement department.
  • Measuring value is difficult because sales enablement adoption internally can lack maturity.

"Nearly 60% of B2B content marketers worldwide polled by Seismic and MarketingProfs in February 2016 viewed sales enablement as very important."

Table of Contents

B2B Sales: Room for Improvement

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Essential Sales Enablement Strategies for Sharing Information

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Sales Enablement’s Role in a B2B Organization

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20 charts are included in the full report:

B2B Sales Enablement: Driving Strategic Efficiencies Along the Path to Purchase

Importance of Sales Enablement According to B2B Content Marketers Worldwide*, Feb 2016 (% of respondents)

B2B Sales: Room for Improvement

Effectiveness of Their Company's Overall Sales Efforts According to B2B Professionals in North America, by Role, Oct 2015 (% of respondents)

Department with Primary Responsibility for Each Stage of the Customer Lifecycle According to B2B* Marketers in North America**, Oct 2015 (% of respondents)

Two Big Challenges: Longer Sales Cycles and Hyperinformed Buyers

Leading Factors Pressuring Their Company to Improve Sales Enablement* According to B2B Marketing/Sales Executives Worldwide, Jan 2016 (% of respondents)

Aligning Around Buyers and Their Journey to Drive Sales

Biggest Challenges to Sales and Marketing Alignment According to US Sales and Marketing Professionals, Oct 2015 (% of respondents)

Sales Enablement Program Goals According to B2B Sales Professionals Worldwide, Q3 2015 (% of respondents)

Essential Sales Enablement Strategies for Sharing Information

Frequency with Which Sales and Marketing Meet to Discuss the Pipeline According to US Sales vs. Marketing Professionals, Oct 2015 (% of respondents)

Lead Stages Used by US B2B Enterprise Marketers, Aug 2015 (% of respondents)

Importance of Select Factors to Marketing and Sales Success According to B2B Marketing/Sales Professionals Worldwide, Q4 2015 (% of respondents)

Percent of Marketing-Generated Digital Leads on Which Their Sales Team Never Follows Up According to US Senior-Level B2B Marketers, Feb 2016 (% of respondents)

Give Sales Personalized, Highly Accessible Content—and Make Sure It Works

Most Effective Types of Sales Content According to B2B Buyers, Marketers and Sellers Worldwide*, Aug 2015 (% of respondents)

Primary Issue with Their Sales Pitches According to B2B Sales/Marketing Professionals Worldwide, July 2015 (% of respondents)

Marketing Content Investments that Can Most Improve Sales Productivity According to US Executives, Sep 2015 (% of respondents)

B2B Sales Professionals Worldwide Whose Sales Team Has Access to Sales Enablement Content Technology, Q3 2015 (% of respondents)

Maturity of Their Sales Enablement Content Strategy According to B2B Content Marketers Worldwide*, Feb 2016 (% of respondents)

Metrics Used to Tie the Use of Sales Enablement Content to Revenues from Closed-Won Deals According to B2B Content Marketers Worldwide*, Feb 2016 (% of respondents)

Get the Onboarding and Other Training Right

Share of Meetings that Are Valuable* According to B2B Buyers vs. Sellers Worldwide, March 2016 (% of respondents)

Sales Enablement’s Role in a B2B Organization

Number of People Dedicated to Sales Enablement at Their Company According to B2B Sales Professionals Worldwide, Q3 2015 (% of respondents)

Assessing the Value of Sales Enablement

Ways in Which Their Sales Efforts* Are Measured According to US Sales Professionals, Oct 2015 (% of respondents)

Sales Enablement* Maturity at Their Company According to B2B Marketing/Sales Executives Worldwide, Jan 2016 (% of respondents)