I’m shocked at the number of sales enablement professionals I’ve had conversations with who don’t measure CRM-based sales enablement metrics or milestones for their onboarding and training programs.
Sales enablement metrics like qualified opportunities, demos completed, time to first / second / third deal
There’s a ton of research that shows when ramping new hires, they’ll ramp faster if you set milestones over a period of time:
I typically ask this question during discovery:
What sales enablement metrics would you like to track? What would you like to measure in your enablement programs?
Some of the answers include:
Don’t get me wrong, those are all great and should be measured. But that’s the bare minimum sales enablement metrics.
And these sales enablement metrics are driven from legacy systems that are in major need of upgrades.
Standard ‘one-size-fits-all’ measurement is no longer effective.
What if I don’t want to stop at just adoption metrics or test scores? What if I want to measure time to first deal, ramp time, or quota attainment correlated to onboarding and enablement programs?
The point is, every company wants to measure onboarding and training differently. So why stay stuck with standard reports in your legacy solutions that only scratch the surface?
sales enablement metrics that show someone completed a program is great, but is it a good indication that your rep will be effective? Someone having a high test score is great, but does it show they can apply knowledge into practice?
"Short answer - NO!
"You don’t evaluate a pianist by giving her a test on general music. You evaluate her ability to play by listening to her practice and providing feedback.”
"Coaching without visibility is dangerous.”
Currently, if you want to measure proper sales enablement metrics beyond content usage and program adoption, there’s two ways to do it:
Any enablement solution that isn’t 100% native on Salesforce will only allow you to scratch the surface when it comes to analytics and reports. Period.
Our founder and CEO, David Bloom, is an enablement practitioner. He had a sales training company at one point. He then went to Salesforce and learned a ton about sales process there.
When he set out to build LevelJump, he wanted to create a solution for practitioners like him. And he realized quickly it needed to live 100% inside the CRM - nowhere else.
Since LevelJump is built natively on Salesforce, it allows us to do some interesting things when it comes to measurement.
For example, when you’re building programs, you can attach different milestones throughout the enablement experience. Things like qualifying pipeline, closing your first deal, or hitting quota.
But what we realized is that everyone has their Salesforce instance set-up differently. Custom fields are used, labels are changed.
We’re happy to announce we’re now able to customize the way every milestone is configured in our system.
For example, if the way you consider an SDR ramped is by having them qualify 10 opportunities, you can set that as a custom metric in your enablement program that automatically gets tracked in your reports.
Again, the point of this article is to make you think about how you’re measuring enablement. You need visibility into practice, and how knowledge is being applied to reach measurable milestones and goals.
Don’t constrain yourself to only measure the basics because your legacy solution doesn’t enable custom reports in Salesforce. Put in the grunt work and really explore the different metrics available to you.
Hey, I'm Daniel. I'm the Marketing Manager here at LevelJump. I've been helping B2B SaaS companies with creating marketing strategies that drive pipeline and revenue for 5+ years. Ask me any questions about marketing, lead generation, marketing & sales alignment, and sales enablement. If I wasn't a marketer, I'd be a chef!