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:
- Employees whose companies have longer onboarding programs gain full proficiency 34% faster than those in the shortest programs
- Only 37% of companies extend their onboarding programs beyond the first month
- 77% of new hires who hit their first performance milestone had formal onboarding training.
- Of those who do not hit initial sales enablement metrics or performance milestones, almost half had no formal onboarding training
- Even worse, 60% of companies fail to set milestones or goals for new hires!
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:
- Adoption metrics of programs
- Content usage, video views, file downloads
- Who’s successfully completing the learning
- Testing and quizzing
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?
Your programs are only proven effective once they’re in practice
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.”
How should I measure enablement program effectiveness?
Currently, if you want to measure proper sales enablement metrics beyond content usage and program adoption, there’s two ways to do it:
- Spend hours of grunt work slaving away crunching numbers in a spreadsheet.
- Have a full stack enablement solution that exists natively within your CRM (aka Salesforce App).
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.
LevelJump custom sales enablement program metrics
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.
Bullet point summary
- Sales enablement metrics have historically meant consumption metrics. That is, how content is consumed by both reps and once it’s released to prospects. What training programs get completed, what case studies get the most screen time, how much of a video was watched.
- These sales enablement metrics, while useful, don’t translate into meaningful sales metrics, and correlating that data after the fact is extraordinarily time consuming, when it happens at all.
- LevelJump program metrics, since it’s built 100% in Salesforce, use Salesforce’s own CRM data to create iron-clad program attribution that ties your enablement programs back to the sales metrics that matter.
- Program metrics let you see which programs are driving faster onboarding (e.g. time to first opportunity, deal, and quota) and get a true ROI on enablement programs for the very first time.