The Complete Guide to Sales Enablement KPIs

Sales enablement aims to improve sales reps’ productivity. As such, measuring sales enablement metrics that shed light on seller productivity is key. A number of different metrics provide insight into sales productivity. One such metric is the time a rep spends on each deal.

You can determine the average time your top reps spend on deals and use this as a benchmark. Then, you can measure all reps against this gold standard to identify areas for improvement.

This measures how long it takes to guide buyers through the entire sales cycle. It includes every step—from initial contact to signing the deal. This sales enablement KPI provides insight into how effectively your sellers guide buyers through the sales cycle.

In addition to measuring the length of the entire sales cycle, you can also measure the length of each step of the sales cycle. This can provide insight into which stages of the sales cycle reps may be struggling with.

This is a calculation of how much it costs to acquire a customer. It’s calculated by dividing sales and marketing expenses by the number of new customers you’ve acquired over a set period.

The lower the CAC, the more money you’re making.

This sales metric measures the percentage of leads that become customers. It provides insight into whether sales reps have what it takes to close deals.

In addition to measuring the overall conversion rate, you may also want to track the portion of prospects who convert at each stage of the sales cycle. If you see a big drop-off at a certain point in the sales cycle, you may be able to deliver additional training and coaching.

This is the percentage of opportunities won by the sales team. Win rate is another sales metric that provides insight into your reps’ ability to close deals.

It makes sense to measure average win rates. Breaking it down by factors like industry and company size can provide even richer insights. For example, you may find that your win rate in the medical device industry is significantly lower than all other industries. Here, there’s an opportunity to develop targeted resources for sales reps working with medical device industry prospects.

Your churn rate is the portion of customers who stop doing business with you during a specified period. There are a number of reasons why customers churn. One may be that the product wasn’t the right fit for the buyer. If this is the case, there may be an opportunity to develop additional training and enablement to improve reps’ qualification skills.

B2B customers have high expectations. They expect outstanding experiences throughout their entire relationship with your organization and won’t hesitate to switch to another company if their expectations aren’t met.

It’s essential to track customer satisfaction and the percentage of customers who stick around long-term. Then, you can discover opportunities to better enable your customer-facing teams to deliver outstanding experiences.

This sales enablement KPI is closely related to customer satisfaction and retention. It’s the total value of a customer for the entire period they do business with you.

A low customer lifetime value may indicate problems with customer satisfaction. This is an opportunity to empower your entire revenue team with the right tools and resources to deliver satisfying customer experiences.

Chances are, sales content is part of your sales enablement strategy. It’s essential to track how (and whether) sales content is being used by sales reps and customers – and how it’s impacting deals.

These sales enablement KPIs provide insight that can help you optimize your sales content and deliver training so your sales reps know how to use it.

For example, when you start tracking sales content consumption and effectiveness, you may notice a certain content piece that’s not used often. But when used, it has a large, positive impact on deal outcomes. This is an opportunity to provide additional enablement to ensure sales reps know where to find this asset and how to use it in deals.

These sales enablement KPIs allow you to understand how sales reps engage with the training and enablement you deliver. For example, you can track what percentage of your sales reps have completed a specific training or the average score for an assessment at the end of a training module.

Sales coaching is an important component of a sales enablement program. It’s important to track sales enablement KPIs related to coaching, like how many coaching sessions sales reps are receiving and how many of those sessions are deal coaching versus skills coaching.

This is a sales enablement KPI that measures how long it takes a sales rep to close their first deal after completing a specific training program. Most often, it’s used to track how quickly a sales rep makes the first sale after onboarding. However, it can also be used to evaluate the effectiveness of ongoing sales training. For example, you may track how soon a rep sells a new product offering after attending a training session.

A shorter time to first deal indicates training was effective and well-retained. A longer time to first deal may indicate there are opportunities for improvement.

This sales enablement KPI provides insight on how the average size of deals changes over time. If your sales enablement programs are working, you’ll likely notice an increase in average deal size. If average deal size is decreasing, there are likely opportunities to optimize sales enablement programs.

There are certain skills and behaviors every seller on your team needs to be successful in their roles. Some examples include active listening, objection handling, product knowledge, and negotiation.

Tracking your reps’ proficiency in these key selling skills is critical. You’ll get insight into which enablement initiatives are driving skill development and how improvements in proficiency correlate with sales performance. This sales enablement KPI can also help you identify where targeted training and coaching are needed, so you can close skill gaps and improve performance across your entire team.