15 Sales Enablement Metrics to Measure in 2024

In 2023, 90 percent of companies had a dedicated sales enablement person, program, or function.

Why is sales enablement so widespread among organizations?  Simple–because sales enablement works.

Sales enablement is shown to improve win rates and quota attainment, which are critical for organizations looking to grow in a challenging market. 

Win rates and quota attainment aren’t the only sales enablement metrics your organization should track. When setting up an enablement function, measuring various metrics to show leadership the positive impact sales enablement has on the company is important. 

What metrics are essential, and how can your team show growth in these areas through sales enablement? Here’s what you need to know.

What are sales enablement metrics?

Sales enablement metrics are results your team can track to show how the enablement program is helping the sales team improve and bring in more revenue more efficiently. 

Also, the metrics you measure can help highlight opportunities for additional sales training, process improvement, and other enablement activities to improve sales results.

Sales enablement metrics vs. sales enablement KPIs

Both metrics and KPIs are important to sales enablement teams. What’s the difference between them?

Metrics tell you how a particular process is performing. Usually, teams measure metrics compared to a benchmark or predetermined standard, hoping to show better results over time. 

KPIs highlight the company’s most important goals and show how the enablement program is helping the business move in the right direction. KPIs are set by the company depending on short- and long-term objectives, and a single KPI might include multiple metrics. 

Qualitative vs. quantitative sales enablement metrics

The sales enablement metrics you want to measure can be qualitative or quantitative. 

• Qualitative metrics are based on personal accounts, ideas, or opinions. For example, sales rep feedback on how well different types of sales enablement content helped them connect with leads is qualitative
• Quantitative metrics rely on measurable numbers and concrete statistics. Noting an increase in win rates after sales enablement training would be a quantitative metric to show the training’s effectiveness

Top sales enablement metrics to track and improve

What metrics should your sales enablement team focus on? There are many options, so don’t look at this list as required metrics. Instead, consider them as possibilities depending on what your organization is most focused on.

1. Average win or close rates

The win rate, or close rate, is how many deals your sales reps have closed compared to how many opportunities they had. Win rates are the number one indicator of sales success, which is why it’s so important to measure it. 

A strong win rate shows that your sales enablement works well and that the organization’s sales process is well-aligned with the market. High win rates also improve morale and motivation on the sales floor. 

2. Lead-to-customer conversion rate

The rate at which leads become customers helps your organization understand what leads are most important for your business and how effective sales reps are at shepherding leads through the sales process. 

If the lead-to-customer conversion rate is low, you might consider sales enablement training to improve lead nurture and conversion skills. 

3. Sales cycle length/deal velocity

How long does it take from when someone first interacts with your company until they buy? The answer to this question is the sale cycle length or deal velocity; the shorter, the better. 

Not all delays are within the sales rep’s control, but creating a proper sense of urgency, relating well with the buying group, and clearly explaining how customers benefit from your product or service make a big difference.

4. Enablement content usage

How often does the sales team use available sales enablement content? How effective is that content in moving a deal forward? 

These answers allow your sales enablement team to address any roadblocks to using sales content and create the most effective content for each type of customer. 

For example, if sales reps aren’t using some content because it’s hard to find, a sales content management system might dramatically improve content usage and win rates. And, as your team notices which types of content are most popular and engaging to leads, they can create more of those types while not spending time on content that’s not effective.

WokRamp CMS is a unified LMS + CMS for all your revenue enablement learning and content. Learn more about WorkRamp CMS and how it can help you boost sales velocity and win more deals. 

5. Quota attainment

Quota attainment measures the percentage of sales reps that hit or surpass their sales quota in a specific timeframe. This shows how effectively reps can turn training and additional sales materials into bottom-line results. 

Low quota attainment might mean the sale process needs improvement, or it could mean that there’s a mismatch between the quota and the realities of the market for your product or service at the current price. Be sure to investigate fully before deciding what the problem is.

6. Conversion rate by sales funnel stage

This metric measures what percentage of leads move from one stage of the sales process to the next. Measuring this allows your team to understand where there are “leaks” in the sales funnel where an unusual number of leads are falling out of the process. 

From there, you can implement specific training and create targeted sales content so reps get better at nurturing leads at that point in the sales process. 

7. Upsell rates

Measuring upsells looks at how effectively your sales reps can encourage customers to purchase additional complementary products, subscribe to your service at a higher tier, and otherwise increase the deal size and customer value. 

When your sales reps effectively upsell, your organization will have significantly higher revenue and customer lifetime value, improving the ROI of sales enablement and training.

8. Ramp time

Ramp time is how long it takes a new sales rep to become fully productive. The more quickly a sales rep is able to hit their quota and other goals, the lower the costs associated with hiring new reps. 

The right sales enablement platform can make a big difference in ramp time. Handshake, a leading college career network, used the Learning Cloud to create its new hire training program. 

As a result, they saw a 33 percent decrease in ramp time, which made a huge difference in bottom-line revenue and profitability.

9. Customer churn rates

Customer churn is usually considered the responsibility of customer success or service teams, but the sales process also plays an important role in how long customers stay. If customers leave, they may not get the value they felt promised during the sales process.

The sales enablement team should know the entire customer journey and help ensure customers get all the value they expect from day one. 

10. Employee churn rate

The employee churn rate, or turnover rate within the sales department, is an important metric for sales enablement teams. If turnover is high, the sales reps might feel like they aren’t set up for success. 

Interviewing employees in exit and stay interviews will help your team understand what training, resources, and more reps need to feel confident in their roles and happy within the organization. 

Creating an effective sales onboarding process, proper training, and helpful coaching can all solve high employee churn. 

11. Average deal value

The average deal size is the average financial value of each sale, including discounts. This metric can help the sales enablement team understand what packages or configurations tend 

to be most popular with customers and note whether frequent and significant discounts are required to close deals.

If discounts are too frequent, there could be a problem with pricing or how reps present the value of the product or service. If the most popular packages aren’t what leadership hopes to sell, repositioning the product or training sales reps to present the options in a new way can be helpful.  

12. Marketing collateral performance

Earlier, we discussed measuring how often sales reps use marketing collateral, but it’s also important to understand how well the marketing collateral performs in terms of moving a deal forward. 

Finding out how much a piece of content influenced a deal can be challenging, but one option is to interview new customers and ask them what content is most important to their decision-making. Those that are top-of-mind for the customers are likely to be the most impactful. 

13. Competitive win/loss rate

A competitive win/loss rate is how often sales reps win a deal when your product or service competes against other options. 

A strong competitive win rate means your sales reps properly position your solution and emphasize how the solution solves customer problems. 

If competitive sales are often lost, reps may need more training to emphasize your solution’s uniqueness and how it solves customer problems better than other options.

14. Employee net promoter score (NPS)

How does your sales team feel about their role, the training programs, and how well they’re set up for success? 

Would they tell their friends to work at your organization? The best way to find out is to ask. Internal employee surveys can measure your sales team’s net promoter score (NPS).

The right sales enablement software, which makes sales content easy to find and use and provides intuitive, helpful, on-demand training, can significantly improve NPS scores. When Reddit started using WorkRamp to power its learning and development program, the internal NPS improved by 13 points. 

15. Calls to action (CTAs)

How well do the calls to action in your sales messaging and collateral work? 

Part of the customer journey involves how leads interact with content published online, in social media, email marketing, and more. Each of these has a call to action, and it’s important to always test different CTAs and measure their effectiveness.

Sales enablement is tasked with making the entire sales process as efficient as possible, which includes ensuring that the CTAs in sales materials catch the customer’s attention and cause them to move to the next stage of the sales process. 

Read more: 6 Ways to Improve Sales Efficiency

Best practices for improving sales metrics

Whichever sales metrics you decide to measure, there will be results you want to improve. 

How can the sales enablement team consistently move the needle on sales results? Here are some important strategies. 

Use the right sales enablement technology

Having the right sales enablement platform makes it much easier for your team to be effective. For example, the Learning Cloud allows you to create and deploy engaging training courses, organize sales content so it’s easily accessible for reps, and track training results with multiple integrations. 

As a result, your enablement team can improve close rates, make the sales process more efficient, improve sales rep engagement through career development, and more.

Best of all, the Learning Cloud isn’t just a sales enablement platform. Your organization can use the same software as an effective learning and development tool for all employees, a customer education platform, and to train partners. 

Prioritize continuous learning

In a 2022 report, SHRM found that 76 percent of employees are more likely to stay with a company that offers continuous training opportunities. 

Consistent professional development shows employees that the organization values their contributions and is willing to invest in their growth. Continuous learning also allows your company to identify and fill skills gaps, develop strong sales leaders, and create a bench for future senior management. 

Effective sales enablement never ends— you’re consistently creating new training, better sales collateral, and developing your sales reps’ skills. 

Demonstrate the enablement team’s value

Never assume that the organization’s senior leadership understands what the enablement team does and its importance. Instead, use the metrics you’re tracking to showcase enablement’s positive impact on win rates, revenue, quota attainment, and sales rep retention.

When you do, you’ll make a compelling case for not just maintaining but expanding your budget so you can continue to make a larger impact on the company.

Read more: If You Can Measure It, You Can Improve It: Revenue Enablement Metrics You Should Be Tracking

Improve your sales enablement metrics

Sales enablement is an ongoing process that allows you to improve sales results, deal size and velocity, and revenue for the organization. Measuring the right metrics shows the positive impact of enablement and highlights areas to focus on next.

However, your team needs the right foundation to run a successful sales enablement program. The Learning Cloud gives you all the tools to create, organize, and deploy engaging training programs and sales assets. 

If you’re ready to improve your sales enablement metrics, boost performance, and close more deals, contact us for a free, personalized demo.