closing the deal: the state of sales enablement · 2020-02-29 · adobe | closing the deal: the...

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

1 ADOBE | Closing the Deal: The State of Sales Enablement | September 2014

CLOSING THE DEAL: The State of Sales Enablement New insight into sales managers’ attitudes and beliefs about their company’s sales enablement strategy

© 2014 Adobe Systems Incorporated. All rights reserved. Closing the Deal | September 2014 2 ADOBE | Closing the Deal: The State of Sales Enablement | September 2014

Methodology

FRANCE Germany Language: German Margin of error: +/- 7%

Sample n=175

France Language: French Margin of error: +/- 7.4% Sample n=193

Audience: Sales and marketing leaders • Manager of sales/marketing • Large business (500+ employees)/enterprise sales • Sales enablement or sales content role

UK Language: U.K. English Margin of error: +/- 7.4%

U.S. Language: U.S. English Margin of error: +/- 4.3%

Sample n=507 Sample n=175


Q5. Overall, would you say your company is on the right track with regard to its enterprise sales enablement strategy, or is it off on the wrong track? n=1050

Overwhelming majority of sales/marketing managers think their company’s sales enablement strategy is on the right track

3 ADOBE | Closing the Deal: The State of Sales Enablement | September 2014

Average

89% UK Germany France 82%

88% 90%

U.S.

Is your company on the right track?

91%


Despite confidence companies are “on the right track,” less than 30 percent are implementing sales enablement solutions

Q4. How important are each of the following towards helping you and your organization increase enterprise sales in the next year? (top 3) n = 1050 Q21. What are some of the ways your organization is currently using sales enablement tools to support enterprise sales? n = 1050

83% 82% 82% 76% 75%

29% 28% 29% 29% 25% Visually impactful sales

collateral Mobile content staff can

utilize in the field Easily customizable sales

collateral Custom mobile apps to

facilitate sales in the field Video based sales collateral


86% 84% 88%

84% 81% 75%

67% 63%

Sales enablement is becoming more of a focus within my organization

We need to reinvent our enterprise sales strategy to continue to succeed

Sales managers who see the need to reinvent their enterprise sales strategy also recognize the importance of sales enablement

Q10. How much do you agree or disagree with each of the following statements? n = 1050

AVERAGE 79% AVERAGE 82%


27% 29% 27% 30%

24% 21%

26% 21% 22% 22%

24% 22%

Training sales staff Ensuring sales teams communicate about products and services

Measuring sales effectiveness

Training sales staff, ensuring proper communication among sales teams and measuring effectiveness are top challenges

Q3. Thinking about the enterprise sales function in your organization, which THREE of the following are the most significant challenges your company faces? n = 1050


Mobile sales enablement strategies seen as fundamentally changing the nature of enterprise sales

Q10. How much do you agree or disagree with each of the following statements? n = 1050

Mobile sales enablement tools are important to include in an effective enterprise sales

strategy

Mobile tools are fundamentally changing the nature of enterprise sales at my

company

87% 85% 75% 69% 84% 86% 76% 66%


Q29. How much do you agree or disagree with the following statements about mobile sales enablement solutions? n = 1050

Nearly 80% of sales and marketing managers agree mobile sales enablement tools can shorten sales cycle

84% 86% 74% 68%


89%

86%

84%

Data and analytics Customer relationship management (CRM) integration

App-based solutions

Data and analytics, app-based solutions and CRM integration are important to increase sales productivity

Q25. When thinking about sales enablement solutions offered by third party providers that can help organizations like yours increase enterprise sales productivity, how important are each of the following? n = 507


68% 68% 67%

79% 76% 78% 75%

50%

56%

39%

30% 24%

43% 36%

28% 20%

Q30. Does your company currently invest in mobile sales enablement solutions to support your field sales staff through mobile technologies? n = 1050 Q31. What mobile sales enablement solutions is your company currently investing in? n = 1050

U.S. 82% UK 84% GERMANY 74% FRANCE 84%

Investment in mobile sales enablement strategy is high; apps recognized as top investment

Web App Tools Cloud Web App Tools Cloud Web App Tools Cloud Web App Tools Cloud


65% 56%

71% 65%

US UK GERMANY FRANCE

60% 53%

66% 54%

US UK GERMANY FRANCE

Majority predict investment growth next year and beyond; France shows most potential year-over-year

Q19/20. Next year/in three years, will your company spend more, less or the same amount on sales enablement solutions compared to now? n = 1050

NEXT YEAR IN 3 YEARS


For sales enablement professionals: 1  Strong investment will occur in digital/mobile

sales tools over the next three years – reinvent your strategy ahead of the competition.

2  Integrate content-centric mobile apps into your strategy to solve key sales enablement challenges: training sales staff and communicating about products.

3  Map the sales process and integrate mobile tools at key, strategic points in order to shorten the sales cycle.

4  Lean heavily on data/analytics and CRM

integrations in mobile sales tools to increase sales productivity.


Summary: Top Findings

1  Eighty-nine percent of sales and marketing managers believe their company's sales enablement strategy is on the right track, but less than 30% of companies are currently using these tools.

2  Training staff (U.S.: 27%), ensuring proper communication about products and services (U.S.: 29%) and measuring sales effectiveness (U.S.: 27%) are cited as top challenges.

3  Eight-six percent of sales and marketing managers agree digital tools can help them perform their job better.

4  Data and analytics (U.S.: 89%), app-based solutions (U.S.: 84%) and customer relationship management (U.S.: 86%) integration viewed as important for digital sales enablement solutions to effectively increase sales productivity.


Summary: Top Findings 5  Mobile sales enablement tools are fundamentally changing the nature of enterprise

sales (U.S.: 84%, UK: 86%, GR: 76%, FR: 66%) and believed to shorten the sales cycle (U.S.: 84%, UK: 86%, GR: 74%, FR: 68).

6  Investment in mobile sales enablement strategy is high across countries; apps recognized as top investment in the U.S. (82%), UK (84%) and Germany (74%); Web noted as priority in France (84%).

7  Spending on sales enablement solutions is predicted to continue to increase over the next three years with Germany showing the most long-term potential (U.S.: 65%, U.K.: 56%, GR: 71%, FR: 65%).

8  The top three ways companies plan to increase their use of sales enablement solutions, over the next 12 months, are training sales staff (50%), creating mobile apps (50%) and identifying leads (50%).

closing the deal: the state of sales enablement · 2020-02-29 · adobe | closing the deal: the...

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