- The real key to getting strong results from your sales enablement program is structure. Chances are, you have some of the elements of a good sales enablement program in place already, but you're not really seeing results. To make sales enablement effective, you need structure, a true process, strong goals and objectives. With those in place, your sales enablement program is set to take your team and your organization to the next level. In fact, studies done by the Aberdeen Group show that a strong sales enablement program can lead to a more than 60% increase quota attainment, more than a 200% increase in revenue growth, and a more than a 20% increase in lead conversion. Yes, sales enablement, when structured and followed, can have a powerful impact. So how do you create the right structure for sales enablement, one with strong goals that can supercharge your growth? Here are five steps you need to follow. Number one, begin with the end in mind. What do you want to accomplish with sales enablement? What are your goals? Be clear. Do you want to increase sales revenue by 15% or deepen existing client relationships by two products per household? Clear goals will result in a clear strategy. Next, determine the roles and the players. Sales enablement consists of four key areas: technology and tools, content, training, strategy, and execution. You need to decide, based on your goals, what roles you need in each core area. For example, in content, you may need a writer and a researcher. In training, you may need a designer and a head trainer. You get the idea. There are a lot of options. If you go to the exercise file that goes with this movie, there you will find a sample list of sales enablement roles. Now, it's time to design your strategy and sales process. Determine, based on your goals, what actions you will take, the date of completion, and who will be involved. If you go to the exercise file that goes with this video, there you will find a sample strategy and a sample sales process. The strategy dictates the next step, which tools, technology, and training you will need. Maybe your team needs training in using a CRM. Or before you need to train, you need to upgrade the technology that supports your CRM. Tools, technology, and training are what ensure your strategy is executed effectively, but more most importantly, effeciently. And last but not least, embrace accountability. Without accountability, there is little chance your program will get implemented, and no chance it will improve. Put someone in charge and determine what your monthly or quarterly accountability meetings will consist of. Will you review your progress, brainstorm new ideas, take full stock of what's working and what's not? Accountability is critical to ensure your sales enablement plan keeps moving and keeps getting stronger. Goals and structure are the fuel that ensure your sales enablement program drives results.