How important is CRM adoption and sales process maturity for sales enablement success?

The headline could also be, “How important is a solid sales operations function for sales enablement to succeed?”
Following our research here at CSO Insights, you might be familiar with the idea that we consider sales enablement and sales operations to be two sides of the same coin. One side of this coin, sales operations, provides a scalable platform of sales productivity and performance. The other side, sales enablement, has to engage, equip and empower customer-facing professionals and their managers to be valuable, relevant and differentiating in every buyer interaction along the customer’s path.
In our 2018 Sales Operations Study, we saw that CRM adoption is slowly getting better: In 2018, 67.8% reported having a CRM adoption rate greater than 76%, compared to 61.6% in 2013. The next question is, does it matter? Yes, it does. Analyzing the outcomes of forecast deals shows that win rates for forecast deals improved by 6.4