Sales Enablement Statistics: The Data You Need to Drive Sales Growth

Are you a sales team representative looking to engage buyers, close more deals, and crush your marketing goals?

Sales enablement is the secret weapon.

Sales enablement is vital in equipping sales teams with the tools and knowledge they need to close deals and meet targets. 

But how effective are your sales enablement efforts? 

Understanding the latest sales enablement statistics and trends is essential for optimizing your strategy and staying ahead of the competition. 

In this article, we’ll dive into the most up-to-date statistics and insights, providing a comprehensive guide to inform your sales enablement strategy and drive results.

Key Sales Enablement Statistics 

• The global market for sales enablement platforms was worth $3.41 billion in 2023 and is expected to expand to $12.7 billion by 2030.
• 90% of organizations now have a dedicated sales enablement function, a 20% annual increase highlighting the growing recognition of sales enablement’s importance.
• 92% of executives report that sales enablement investments boosted sales performance in the past year, and 84% plan to maintain or increase those investments next year.
• 81% of organizations believe that sales enablement improves the efficiency of their revenue teams. 
• The top three goals for sales enablement are increasing sales productivity (28%), improving consistent rep performance (23%), and optimizing revenue (18%).
• 55% of C-suite executives consider sales enablement tools the most crucial technology investment for boosting sales productivity.
• 65% of organizations now use sales enablement technology, a 5% increase from last year, indicating a growing adoption of enablement tools.
• 72% of survey respondents believe the market lacks sales enablement professionals with the necessary sales tech, data, content, or operations skills.
• The estimated total annual pay for Sales Enablement is $139,267, with an average salary of $100,390.

Latest Sales Enablement Statistics and Facts

1. The global market for sales enablement platforms was worth $3.41 billion in 2023 and is expected to expand to $12.7 billion by 2030, with a compound annual growth rate (CAGR) of 19.70% from 2024 to 2030. (source) 

2. 23% of companies with a formal Revenue Enablement program support Customer Success, 18% support presales, and 15% support marketers, among other functions. Additionally, 25% have enablement reporting to the Chief Revenue Officer (CRO). (source) 

3. In the past 12 to 18 months, over 90% of companies’ sales representatives agree that buyers have significantly changed. (source) 

4. For a valued service, 63% of people said they’d be more willing to share their data. Building trust is also essential. (source) 

5. 88% of U.S. consumers say that the level of trust in a company determines how much personal information they are willing to share. (source) 

6. 60% of consumers state they will become repeat buyers after a personalized shopping experience with a retailer. (source) 

7. Over one-third (36%) of consumers will return to a brand after a positive experience, even if other options are cheaper or more convenient. (source) 

8. 70% of consumers are comfortable with personalization, provided brands use their own data instead of purchased data. (source) 

9. 52% of consumers agree that their satisfaction increases as digital experiences with brands become more personalized. (source) 

10. 75% of business leaders consider personalization essential for digital experiences. (source)

11. Fewer than 25% of businesses report successfully investing in omnichannel personalization. (source)

12. 80% of businesses claim to use at least some first-party data to personalize the customer experience. (source) 

13. Consumers are split on whether brands act in their best interest: 37% trust businesses to keep their personal data secure and use it responsibly, while another 37% do not trust online retailers with their data. (source) 

14. Over 75% of buyers prefer virtual interactions with salespeople and a self-service approach where they interact on their own terms. (source) 

15. The largest individual response (38%) indicated sales enablement is mainly managed by sales with some collaboration with marketing. However, 77% suggested varying levels of collaboration between the two functions, indicating good progression towards greater collaboration. (source) 

16. In 35% of organizations, the Chief Sales Officer (CSO) is mainly responsible for the sales enablement function. In comparison, Chief Revenue Officers (CROs) and Chief Growth Officers (CGOs) account for 25% of this responsibility, highlighting a growing alignment between sales and marketing. (source) 

17. Sales enablement influences an average of 2.5 stages in the buyer’s journey, with a stronger impact at the beginning stages than in customer advocacy or after a loss. However, it also plays a significant role in post-sales and service. (source) 

18. The greatest area for improvement is in People & Teams, with an average score of 3.26, indicating a maturity level between Standard and Advanced. Only 10% of organizations rated themselves as Advanced in this category. (source) 

19. With an average of 9.2 sales interactions before closing a deal, buyers are taking their time to research products. Therefore, sales teams must understand the market, their products, client pain points, and industry competitors. (source) 

20. 88% of customers say good customer service makes them more likely to make repeat purchases, and 75% have recommended a company based on excellent customer service. (source) 

21. 80% of customers believe that customer experience is just as important as the quality of products or services. (source)

22. Staff compensation and benefits constitute the largest portion of the sales enablement budget. This trend is expected to continue, with around 50% of sales enablement leaders anticipating budget and staffing increases next year. (source) 

23. Only 43% of organizations have analytics visibility into effective sales enablement practices, leaving 57% without the necessary insights to optimize their programs. (source)

Sales Enablement Adoption Statistics

24. Value-based selling (VBS) is a priority for B2B teams, with 65% of companies using some form of VBS and 33% employing ROI calculators to engage economic buyers and influencers. (source) 

25. Research has shown that traditional sales roles remain the primary focus, with 63% supporting direct/field sales reps and 59% supporting inside sales reps. Sales enablement is also expanding to support more roles, particularly post-sales roles, with 54% supporting account managers and 18% supporting services/customer success. (source) 

26. The increasing complexity of the customer-buyer journey partly drives sales enablement adoption. 65% of survey respondents agree that journeys have become more complex and new ways of selling are necessary to thrive, needing to connect with customers across more channels as buyers tailor their own journeys. (source) 

27. Personal selling skills, such as deal closing and negotiation (62%), are the most emphasized in sales training, surpassing customer understanding, ICPs, and Personas (54%). This suggests a greater focus on the consumer and seller over the product, with only 33% of respondents considering product knowledge essential. (source) 

28. 54% of respondents plan to invest in AI-enabled meeting scheduling to help salespeople optimize their busy schedules and identify key meeting times. (source) 

29. 90% of organizations now have a dedicated sales enablement function, marking a 20% annual increase, highlighting the growing recognition of sales enablement’s importance. (source) 

30. Currently, 35% of sales enablement functions also serve marketing roles, but this may change. Nearly two-thirds of CSOs predict that sales enablement will support marketing in the next three years, and nearly half believe it will support customer success roles. (source) 

Sales Enablement Performance, Productivity, and Efficiency

31. Research has shown that tenure is crucial for effective sales enablement teams. Teams with a sales enablement function established for over two years have win rates five percentage points higher than those without. (source) 

32. 92% of executives report that sales enablement investments boosted sales performance in the past year, and 84% plan to maintain or increase those investments in the next year, demonstrating confidence in sales enablement’s impact. (source)

33. Sales enablement practitioners using a sales enablement platform report win rates seven percentage points higher than those who do not use a platform. (source) 

34. Across all company sizes, 87% plan to retain or increase their sales enablement budgets over the next 12 months. (source) 

Companies planning to maintain or increase their budgets experience win rates four percentage points higher than those planning budget cuts. This is significant during economic crises as it highlights the continued importance of investment in sales enablement. 

35. When asked to rate the effectiveness of sales enablement in working cross-functionally on corporate initiatives, 62% of companies rated it above average. Sales enablement also aligns initiatives with sales goals, with a 59% rating of this capability above average. (source) 

36. Organizations that effectively use sales engagement tools see win rates that are three percentage points higher than those that do not. (source) 

37. 81% of organizations believe that sales enablement improves the efficiency of their revenue teams. This highlights its impact on streamlining sales processes. (source)

38. Sales enablement is crucial as it prepares salespeople to use tools and resources for virtual engagement effectively. Research has shown that sales enablement functions that manage sales technology achieve win rates six percentage points higher than those that do not. (source) 

39. Sales enablement can significantly impact business performance when implemented successfully, with 68% of survey respondents agreeing that advancing sales enablement strategy is crucial. (source) 

40. The top three goals for sales enablement are increasing sales productivity (28%), improving consistent rep performance (23%), and optimizing revenue (18%). (source)

41. Companies with sales enablement programs have a significantly higher win rate on forecasted deals, at 49%, compared to 42.5% for those without such programs. (source) 

Sales Enablement Technology Statistics

42. MindTickle offers a sales readiness platform designed to enhance sales reps’ development, coaching, and performance regardless of their location, reducing sales ramp time by 60%. (source) 

43. 58% of companies have a sales enablement function, but only 19% use sales enablement technology, limiting their ability to scale training and coaching for large teams. (source) 

44. 56% of companies use sales enablement technology to support their sales teams, and 14% are considering adopting such tools in the coming fiscal year. (source)

45. 80% of those who use enablement technology reported that it allows them to concentrate more on revenue-generating activities, saving them 15 hours per week. This translates to nearly two extra workdays for engaging with and responding to customer needs instead of searching for or updating content. (source) 

46. Only 47% of executives understand how robotics and AI will improve customer experience. This must change as consumers show loyalty to retailers, brands, and devices that consistently provide exceptional value and variety with minimal friction or stress. (source) 

47. The global MarTech market size was $413.6 billion in 2023 and is projected to grow to $2.1 trillion by 2032, with a compound annual growth rate (CAGR) of 19.4% from 2024 to 2032. (source) 

48. Conversational chatbots, which utilize AI, are favored by 47% of respondents to enhance customer experience by quickly addressing queries. (source) 

49. 73% of customers expect better personalization as technology progresses. (source) 

50. 55% of C-suite executives consider sales enablement tools the most crucial technology investment for boosting sales productivity. (source) 

51. 65% of organizations now use sales enablement technology, a 5% increase from last year, indicating a growing adoption of enablement tools. (source)

52. A 2023 survey found that 43% of companies plan to consolidate their technology stacks in the next 18 months. This indicates a trend towards streamlining and optimizing sales enablement tools. (source) 

53. Organizations typically use around six different tools to support their sales efforts, highlighting the complexity of sales enablement technology stacks. (source) 

54. Organizations that use sales enablement technology are twice as likely to have visibility into effective sales enablement practices through analytics, enabling data-driven optimization. (source) 

55. Companies using sales engagement technology, such as digital sales rooms, are 46% more likely to have seen an increase in their sales win rate over the past year. (source) 

56. Among companies that don’t utilize sales enablement tools, 36% face challenges in improving client retention. (source) 

57. Of the respondents who found that enablement technology provided quick access to resources, 97% felt it allowed them to communicate with clients more knowledgeably. Additionally, 68% mentioned that having quick access to information helps them avoid second-guessing. (source) 

Sales Enablement Challenges and Concerns

58. Nearly 48% of sales representatives do not meet their quota expectations due to insufficient data-driven enablement, poor training, inconsistent evaluation, and inadequate talent intelligence to match roles with behaviors. (source) 

59. According to Carson Conant, founder and CEO of Mediafly,  “The top three impacts of Sales Enablement are on sales cycle time, quota achievement, and win rates. Yet, 42% of companies lack a Sales Enablement program.” (source) 

60. 50% of companies rated sales enablement as average or below average in using data to analyze business impact, and 48% rated it as average or below average in communicating its value. This indicates that many sales enablement practitioners find it challenging to anchor their efforts with metrics that prove their value. (source) 

61. 60% of companies’ sales representatives faced competitive pressure, 36% faced economic uncertainty with the time to sell, and 34% faced customer experience and retention challenges. (source) 

62. 43% of U.S. consumers would not allow companies to collect personal data (location, age, lifestyle, preferences, and purchase history) for more personalized experiences. (source) 

63. Only 38% of U.S. consumers claim that the employees they interact with understand their needs; 46% of consumers outside the U.S. say the same. (source)

64. 43% of organizations find that accurate, real-time customer data is their biggest challenge for personalization, while 29% struggle with providing internal teams with a single source of truth. (source) 

65. 72% of respondents in a survey believe the market lacks sales enablement professionals with the necessary sales tech, data, content, or operations skills. (source) 

66. A lack of staff and resources is a major obstacle to sales enablement maturity, according to 52% of survey respondents. (source) 

67. Only 15% of respondents cited limited budgets as an issue, suggesting that companies have funds for sales technology but are hindered by company culture and a lack of skills. (source) 

68. 79% of customers report being increasingly protective of their personal data. (source) 

69. 71% of customers are more likely to trust a company with their personal data if its usage is clearly explained. (source) 

70. 51% of customers believe most companies do not use their personal data in beneficial ways. (source) 

71. 74% of customers are worried about the unethical use of AI, while 80% believe humans must validate AI outputs. (source) 

72. 68% of customers think that as AI advances, it becomes more important for companies to be trustworthy. (source) 

73. 65% of customers expect companies to adapt to their evolving needs and preferences, but 61% feel most companies treat them impersonally. (source) 

74. 79% of customers want consistent interactions across departments, yet 55% feel like they’re dealing with separate departments rather than a unified company. 56% of customers often have to repeat information to different representatives. (source)

75. Conversely, 97% of those not using enablement technology reported often (19%) or sometimes (78%) being unable to find the needed content. Among these respondents, 91% said this reduced their productivity. (source)

76. The top three sales challenges faced by organizations are increasing revenue while minimizing costs (37%), effective coaching (29%), and sales velocity (28%). (source) 

77. 88% of survey respondents from organizations struggling with onboarding agreed that poor onboarding disrupted operations, leading to lost opportunities and hindering company growth. (source)

Sales Enablement Salary Statistics

78. Survey respondents with sales enablement certifications earn $9,733 more annually than the average salary. Those in sales enablement roles who don’t manage other employees earn $17,275 less than the average salary. (source)

79. 61.3% of survey respondents believe that sales enablement salaries do not accurately reflect the business value of the role. (source)

80. 71.3% of survey respondents confirmed receiving bonuses or some form of commission at their current company. (source)

81. The estimated total annual pay for Sales Enablement is $139,267, with an average salary of $100,390. (source)

82. The estimated additional annual pay is $38,877, which may include bonuses, commissions, tips, and profit-sharing. (source)

83. The average annual salary for sales enablement professionals in the USA is $119,689, or $57.54 per hour. Entry-level positions start at $90,000 annually, while experienced professionals can earn up to $179,144 per year. (source)

84. The estimated total annual pay for a Sales Enablement Manager is $146,791, with an average salary of $105,330. The estimated additional annual pay is $41,461, which may include bonuses, commissions, tips, and profit-sharing. (source)

85. The estimated total annual pay for a Sales Enablement Specialist is $106,973, with an average salary of $84,365. The estimated additional annual pay is $22,608, which may include bonuses, commissions, tips, and profit-sharing. (source)

Conclusion 

The sales enablement statistics highlighted in this article demonstrate the significant impact that effective sales enablement can have on sales productivity, revenue growth, and overall business success.

With these insights and trends, sales leaders and teams can optimize their sales enablement strategies, improve collaboration, and drive revenue growth. 

Remember, sales enablement is a continuous process that requires ongoing investment and optimization. 

Stay informed about the latest sales enablement statistics and trends to stay ahead of the curve and watch your sales performance soar.