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From generative AI use to the rise of virtual selling, there’s a lot that’s new happening in the world of sales enablement. These sales enablement statistics shine a light on up-and-coming trends that can take your lowest performers into your top-performer spots.
With 43% of buyers who use self-service digital commerce , today’s sales rep has the opportunity to engage with prospects in new ways that lead to a happier buying experience—but they need the tools and resources to do it.
Let these sales enablement statistics help you build a better sales enablement strategy.
General Sales Enablement Statistics
Let’s dive into some general enablement statistics affecting today’s businesses:
1. As of 2023, 90% of organizations have a dedicated sales enablement team or program.
The found that the number of businesses with a dedicated sales enablement team has grown to 90%, up from 75% in 2022.
2. 87% of buyers expect sales representatives to act as trusted advisors.
While 90% of high performers say their company , only 66% of underperformers collectively say their organization offers the same kind of enablement.
3. Sales organizations say their most significant challenge is increasing revenue while minimizing costs.
Sales professionals say their are increasing revenue while minimizing costs, effective coaching, and sales velocity. These three challenges can all be addressed with the help of today’s best practices in enablement.
4. 81% of businesses agree that enablement improves the efficiency of revenue teams.
Companies who have invested in enablement say that they see . Of today’s sales enablement teams, their top goals are sales productivity, sales performance, and revenue optimization.
5. An average of 11 stakeholders are involved in B2B purchase decisions.
While 11 is the involved, that number can sometimes go as high as 20.
6. The average sales rep has 2,080 hours per year to sell.
However, research shows that the they spend per year selling is 690 hours—or just 13 hours per week.
Sales Enablement Technology Statistics
Let’s dive into the sales enablement tech stack and how it’s affecting businesses today.
7. By 2026, 65% of B2B sales organizations will transition from intuition-based to data-driven decision-making.
According to , sales teams are widely moving toward data-driven decision-making, which requires analytics tracking and signifies a need for more sales
8. Only 22% of sales enablement budgets are allocated to tech.
Despite Gartner finding that more businesses intend to head toward data-driven decision-making, they also found that one of the biggest barriers to doing so is that there’s a that is put toward technology that could support that move, such as sales enablement apps.
9. 33% of sales organizations say they use artificial intelligence.
While 37% of high performers , only 20% of underperformers do. However, 80% of sales leaders say that AI has improved their salespeople’s time overall.
10. 65% of companies are currently using sales enablement tools.
While only 16% of businesses are neither using nor plan to use sales enablement platforms, 65% are , which is up 5% from 2022.
11. Companies using sales enablement tools are 19% more likely to see an increase in their average win rate year over year.
If you’re looking to boost your quota attainment, that sales enablement tools can be a significant help. For example, ϳԹ users see an average of 20% higher quota attainment.
ϳԹ offers an enablement platform to transform reps’ training, sales, and revenue growth across your business. It provides instant access to sales content within the tools they use, surfaces playbooks for sales reps to close deals faster, and drives digital adoption through in-app support, embedded FAQs, process guidance, in-app alerts, and intelligent analytics.
12. Nearly 70% of sales reps say they’re overwhelmed by the number of tools they need to use to close deals.
According to , sales teams use an average of 10 tools to close deals, which salespeople report feeling overwhelmed about using. In response, 94% of sales organizations plan to consolidate their tech stacks to boost productivity.
Sales Reps' Productivity Statistics
Sales enablement has far-reaching effects. These sales enablement statistics dive into sales productivity.
13. 77.7% of enablement professionals are excited about how AI can boost sales performance.
According to the , 44.59% of enablement professionals are “optimistic” about what AI can do for the productivity of sales reps. 33.11% are “very optimistic.”
14. Win/close rates are the most common way sales reps’ performance is measured.
72.97% of sales enablement professionals say the most common metric used to is win/close rates. The second most common metric, sales velocity, clocks in significantly lower, with just 40.54% of sales enablement professionals saying their company uses this metric.
15. Only 28% of salespeople expect to hit their annual quota.
Many sales reps don’t believe quota attainment is fully possible, with less than 30% saying they expect to . 34% think they will hit between 76% and 99%, whereas another 38% say they’ll hit 75% or less.
16. Sales reps only spend 28% of their week actually selling.
With salespeople spending , a significant goal of sales enablement becomes giving sales reps back their time and allowing them to focus on relationship building and prospecting.
17. 49% of salespeople frequently hit their quota.
ϳԹ found that while 28% of sales professionals always hit their quota, 49% say they frequently reach full quota attainment. 15% say they sometimes do, while 8% say they never do.
18. Low-performing sales reps are five times more likely than top performers to say they aren’t fully onboarded and productive in their roles after one year.
54% of top performers, however, say they were onboarded and productive within the first three months, compared to just 30% of poor performers.
Sales Content Statistics
Sales content may have more of an effect than you realize. These sales enablement statistics dive into sales content and its impact on the sales process.
19. Content adoption is the most common metric used to measure the performance of a sales enablement team.
50% of sales enablement professionals say the most common metric used to is the adoption of sales content. Other commonly used metrics include win rates, quota attainment, and sales cycle length.
20. Half of organizations aren’t confident they know what content engages a buyer
While half of all businesses don’t know what kind of content their buyer wants to see, organizations that understand are 38% less likely to struggle with sales velocity.
Pro Tip: With ϳԹ’s AI-powered content recommendations, sales reps will get the content their buyers want to see sent directly to them—wherever they are in their workflow.
21. 65% of sales and marketing content go unused.
, 65% of content marketing assets are unused—primarily due to misalignment between the sales and marketing teams. A content management system can help create better alignment and ensure sales teams have access to the content they need, while content analytics can help you figure out what content is being used the most.
22. 41% of respondents say that producing high-quality content is the biggest challenge to creating sales and marketing content.
Meanwhile, 20% say they can’t , while 18% say their budget for creating content is too low.
23. 71% of consumers expect personalization, and 76% are more likely to purchase from brands that personalize.
76% of consumers even get frustrated when they don’t they want. This indicates how important it is to personalize content, whether that means sending content related to the particular industry the buyer is in, case studies from similar companies, statistics on adoption that target a buyer’s pain points, or something else that tells the buyer you know who they are and what they want to see.
24. 78% of consumers are more likely to recommend a company to a friend if that company personalizes content and interactions.
78% are also more likely to repurchase from a company that , showing how personalization leads to customer acquisition and retention.
Sales Training Statistics
Sales training is a vital part of sales enablement. Let’s unpack today’s sales training landscape.
25. Nearly half of all salespeople think the skills in their current role will be outdated within two to three years.
Gartner found that 49% of sellers are concerned . With the rise of artificial intelligence and automation, that concern may be warranted, and this sales enablement statistic demonstrates the need for continuous training Ծپپ.
26. 62.18% of sales enablement professionals say their team is responsible for onboarding.
33.78% of say that they are still responsible, but they collaborate with other teams. Only 4.06% said that sales enablement is not involved in onboarding.
27. 53% of sales leaders say they use coaching technology solutions.
While 81% of sales reps say they get , only 53% of sales leaders say they use coaching technology solutions to deliver this training.
28. When using sales play tools, representatives report being 15% more likely to know how to navigate different sales scenarios.
When an employer incorporates , they are shown to be a valuable part of sales training and an effective part of a sales enablement strategy.
29. B2B sales reps forget 70% of their training within one week.
Even if sales reps remember beyond a week, they’re not in the clear. 87% of sales professionals forget all that information within a month, .
30. Organizations that implement technology for sales training see a 60% average rep quota attainment.
Businesses report a five-percentage-point increase in average rep quota attainment over businesses that don’t use tech for training.
Consumer Experience Statistics
Enablement goes beyond closing more deals or reaching quota attainment. These sales enablement metrics show how enablement impacts customer loyalty, acquisition, and retention.