Analyzing the data from our Fifth Annual Sales Enablement Study, we couldn’t help but conclude that sales enablement has reached a plateau. I hear you: “I can’t believe it! So many people are new to the role… really?” Yes, let me map it out for you. And of course a small group is already climbing to the summit of the next mountain.
Sales enablement is at a plateau regarding three dimensions: growth, effectiveness and maturity.
While growth is more obvious, the other two dimensions – effectiveness and maturity – require a more in-depth analysis. First, let’s look at growth.
Since sales enablement’s big breakout in 2017, when the percentage of organizations with sales enablement jumped from 32.7% in 2016 to 59.2%, it has become a stable discipline in many sales organizations. This overall percentage hasn’t changed a lot since 2017; it was 61.0% in 2018, and it’s 61.3% in 2019. Imagine these values
