Want your Sales Metrics to Improve? Focus on Enablement.

Every sales leader wants a high-performing team, and it’s tempting to look for a silver bullet that will solve every problem and improve every team. But here’s the truth: there is no silver bullet.

No single platform, tool, trick, or process will make your sales team’s performance skyrocket overnight. Sales is complex, and so is building a world-class sales org.

Jason Jordan, author of Cracking the Sales Management Code, estimates that there are more than 300 different metrics used by sales leaders to define and measure success—306 to be exact. And while larger deals and quicker close times are almost always advantageous, it’s important to consider the inputs that affect these outputs.

Sales enablement is about getting your sales system’s inputs right. Here’s a sales enablement definition from Hubspot: “…the technology, processes, and content that empower sales teams to sell efficiently at a higher velocity.” And in order to maximize the numbers at the end of each quarter, it’s important to align and optimize the technology, processes, and content to your team.

In addition to his work as an author, Jason also serves as a partner at Vantage Point Sales Management Training. Recognizing the complexity of sales enablement, he suggests a six-pronged focus for enabling your sales team—training, equipping, coaching, assessing, organization, and recruiting—along with a key metric for each:

Training

  • Training hours per salesperson—How many hours does your company spend getting each new sales rep ramped to full performance? The goal isn’t to reduce this metric to zero—it’s important to invest sufficient time into training, but also try to avoid inefficient or ineffective training processes. So as you refine your sales enablement plan, try to strike a balance between the two.

Equipping

  • IT spend per FTEMake sure you empower your sales team to do great work with great tools. Software products or services may be the answer to some of your team’s largest pain points, but also be sure to track your investment. Also, be sure to regularly examine the team’s usage and determine if the tools are truly beneficial to your team. Investing in good sales enablement tools could pay remarkable long-run dividends for your company in productivity and effectiveness—those dollars could be the best money your organization ever spends.

Coaching

  • Percent of time spent coaching—The time of a sales leader is immensely valuable. And while coaching is an essential part of great sales enablement, it shouldn’t be all-consuming. Managers are there to help and guide, not to do reps’ jobs for them. Measuring and identifying coaching time might seem imprecise, but even rough estimates will help identify healthy and unhealthy patterns of behavior. If you find that sales managers are overwhelmed by coaching, it might be time to change your team structure or bring on another sales leader.

Assessing

  • Percentage of salespeople accessed—It’s essential to put metrics around the assessment of your team, and regularly gauge the performance of as many team members as possible. If your team is too big evaluate everyone frequently, acknowledge this limitation when making decisions. You may want to change your sales enablement strategy after evaluating a few reps, but make sure your hypotheses hold across the larger team—not just your sample set.

Organization

  • Number of reps per manager—Hundreds of articles have been written in the last few years about the right number of direct reports for a manager—just try a quick Google search. As sales organizations grow, it’s tempting to simply give great managers more direct reports, but doing so may be detrimental to the team. Your people are your most valuable asset, and they deserve appropriate time, care, and intentionality. Find the ratio that works for your team, and monitor it closely.

Recruiting

  • Recruiting spend per salesperson—Hiring a great team is essential for the high-growth sales org. Much like the preceding metrics, find a healthy medium in this process. Investing in recruitment is necessary and worthwhile, but only to a point. If your budget spend on recruitment is steadily climbing—and results don’t follow suit—it may be time to reconsider your recruiting strategy.

These are only 6 of the 306 possible ways to measure your team. Regardless of what metrics your team uses to determine healthy performance, remember that the best sales teams don’t just hope for great output—they focus on great inputs. Sales enablement solutions—like Lessonly—can revolutionize your team, if only we give them the chance.

Enable your team and close more deals with Lessonly

Sales leadership teams across the globe rely on Lessonly to empower their teams. Reps learn, practice, and perform better when they are enabled to do their jobs well. Find out if Lessonly is the perfect sales enablement software for your team, and take a tour today.

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