Last week, I discussed the fact that sales enablement is not all about revenue, because there is no direct causation between enablement efforts and revenue; there are only correlations. I also discussed the fact that your enablement maturity level can also determine the set of metrics you can use to show progress and impact. Today we are going to discuss categories of relevant enablement metrics (objective and subjective metrics, leading and lagging indicators) and how to use which metrics.
In the digital age where you can measure almost everything, it’s vital to remember Albert Einstein’s famous quote “Not everything that can be counted, counts and not everything that counts can be counted.”
Objective metrics are essential. These metrics can be measured accurately, such as revenue, for instance, win rates, quota attainment, average deal size, or sell cycle length. Objective metrics can measure activities (such as milestones, utilization of service), productivity (such as