While there’s no easy formula to answer whether it’s time for your organization to hire a sales enablement leader, there are some sure signs you might be ready.
Sales enablement managers can be useful at organizations of nearly any size. Almost all sales teams need more support when it comes to honing in on processes and efficiency. When starting to decide if you’re ready, you’ll need to consider where your team currently is and what your goals are, in addition to going through a rigorous exploration and setup process.
Start by determining if your organization is experiencing any symptoms that point to an immediate sales enablement need.
Signs You Might be Ready for a Sales Enablement Manager
We’ve put together some signs to look for that may point to a need for a sales enablement leader. Look for the following cues at your company to see if you’re ready to expand the team:
- You’re at the top of your game. Just because you’re doing well doesn’t mean you should stop investing in your business. The smartest companies take times of success to double down on their development investments and prepare their organizations for whatever may come next. If your sales organization is experiencing great success, consider taking the time to hire a sales enablement leader to analyze what you’re doing right and create strong processes and systems to ensure that you’ll not only keep being successful, but increase that rate of that success as well.
- Your marketing and sales teams are out of sync. Many organizations of all kinds struggle with a disconnect between sales and marketing. Even though it’s imperative they work together, these teams often speak entirely different languages. If this is the case at your sales organization, you may want to consider hiring a sales enablement manager to help translate. Having someone dedicated to understanding both pieces of the puzzle should help your marketing and sales teams work more efficiently together, and ultimately achieve better results.
- You’re noticing trouble in onboarding paradise. If you’re hiring new reps and it seems nearly impossible to get them up to speed and actually making sales, you may need some extra support. Hiring a sales enablement expert can help you fine tune your onboarding process and coaching program to increase the level of success your reps are experiencing in the field. One rep struggling out of a 100 may be a specific problem, but if you’re noticing the same issue time and time again, it may be your system that’s the root of the cause.
Every organization is unique. Make sure to consider your organization’s unique needs and goals when contemplating a new hire.
If you’re still unsure, it might be a valuable exercise to bring in one or a few sales enablement managers and talk through the current status of your organization, and what value they think they could add. This would allow you to hear specific options and possibilities and give you something additional to evaluate.
As you’re considering whether or not it’s time to hire a sales enablement leader for your organization, you may also be wondering what types of benefits do they typically provide.
Top Benefits of Hiring a Sales Enablement Manager
Now that we’ve talked about some of the signs you may be ready to consider hiring a sales enablement leader for your sales organization, what can you expect from them?
Sales enablement professionals should help your organization tap into greater potential by maximizing the sales onboarding, training and sales cycle processes for your team. You should count on the following benefits when adding a skilled professional to your team:
- Get your team up to speed faster. Like we mentioned above, adding a sales enablement manager to your team can mean an onboarding process overhaul. Getting a fresh experienced look at your processes should allow for critical changes that can get your new team members revved up that much faster.
- Improve productivity. In addition to just onboarding, your sales enablement hire should be looking wholistically at your sales cycle process and pinpointing areas for improvement. They should be able to quickly diagnose and implement corrections that will lead to more productivity and success for your reps.
- Generate more revenue per sales rep. Having improved onboarding and productivity processes will not only help your sales reps generate more revenue, but it will help them generate that revenue faster. Wouldn’t it be nice to cut your time to first sale for new reps in half?
- Improve retention. Having a sales enablement manager to keep your sales organization on track will ultimately improve sales rep retention as well. Having clear onboarding, training, and processes will reduce confusion and frustration among reps, and most likely keep them more satisfied in their role.
These are just a few of the benefits that sales enablement leaders typically provide. Keep in mind, the best way to explore what types of specific benefits may be available to your organization is to actually talk to potential new hires, like we mentioned above.
Measuring Your Sales Enablement ROI
Just like any sales rep, your sales enablement hire should be focused on metrics. Their role should essentially pay for itself when it comes to improving productivity and increasing sales and success within the organization.
By creating good baseline measurements prior to hiring this new role, you should be able to directly compare your results for your new hires’ specific goals. It goes without saying, simply hiring a sales enablement rep isn’t enough, you need to have a strategy, plan, and metrics in place to measure their effectiveness as well.
How do you determine whether your getting a positive return on your investment?
When it comes to measuring the success of your sales enablement manager, predetermined metrics should help guide your assessment. The following are a few examples of metrics you may want to use to measure your sales enablement success:
- Onboarding duration time. How long does it take your new reps to get onboarded and up to speed? Has this significantly decreased since you hired your new sales enablement leader?
- Time to first sale. Are your sales reps able to make their first sale faster?
- Recruiting spend. Is your sales enablement leader able to make the recruiting and hiring process more efficient, saving your organization valuable time and money?
- Sales rep retention. Are your retaining your top sales reps for longer due to practices implemented using sales enablement tactics?
- Marketing content usage. Is there improved communication between your marketing and sales teams? Is this enabling your sales teams to use marketing materials and content more efficiently and effectively?
- Sales rep efficiency. Are your sales reps able to get more done each day? Is their improved productivity leading to more sales?
These are a just a few examples of metrics that may be useful when it comes to measuring the return on investment for your sales enablement hire. Learn more by checking out this article on measuring sales enablement success.
Don’t forget to involve your new hire in the design process. if your sales enablement hire has the right experience and expertise, they should be able to come to your organization with an idea of what they can accomplish and how to measure it. Be sure to engage them in the process of setting up your sales enablement program to get them involved and invested faster.
Do you have other opinions about when is the right time to hire a sales enablement manager? We’d love to hear about them.