Sales enablement is a multifaceted discipline with a lot of variables impacting results. Not all of these variables are definable or under your control. Beyond that, your selling methodology, your engagement approach, the customer’s perspective and their buying processes, and the markets you are operating in are all complex and have many interrelated dimensions.
Identifying a simple cause and effect relationship between an enablement activity and a certain KPI is challenging if not impossible. If you don’t understand all the relevant variables, you may misinterpret your data.
The biggest misconception: “Enablement is all about revenue!”
Obviously, revenue is important. Revenue is the top line of the company. It keeps the organization in business. As enablement leaders, let’s take a step back and ask: “If an increase in revenue is what we’re looking for, how do we get there?”
From an enablement perspective, jumping to revenue as the only metric that matters keeps us
