Rev up your revenue engine: key stats and trends in B2B revenue enablement

By Matthew Flug | May 2, 2023

As buyer budgets shrink and competition for wallet share intensifies, enabling the entire GTM team is paramount to success. Gartner believes that in the next 5 years, enablement budgets will increase by 50%, writing “sales enablement is the most critical function for navigating sales teams through the constant change that surrounds them”. Despite the uncertain and volatile economy, 74% of organizations plan to invest more in sales training and enablement. Traditional sales playbooks, and lone wolf sellers who traditionally rely on their instincts to succeed, will struggle as we enter this new era. The era of Revenue Enablement. 

While traditional sales enablement only focuses on sellers, in the era of revenue enablement the entire GTM— marketing, sales, post-sale teams, and buyers — must be enabled and armed with the tools and information they need to be successful through every step of the sales cycle. And B2B decision makers agree. Ninety percent of B2B decision makers say that marketing and sales need to work more closely together. All GTM functions must be aligned and enabled across content management, revenue intelligence, conversation intelligence, value selling, talent optimization, and the use of AI. All of these are crucial to revenue teams’ success. Don’t just take our word for it though. We’ve collated the top stats spanning revenue enablement.

Content Management & Usage Insights

Content management is such an important piece of the sales cycle, and AEs need to be strategic about what they send, how they send it and when they send it. Reps need to send content that’s memorable, adds value to buyers and pertains to their specific pain points. The creation and use of content can’t be ad hoc. There needs to be a clear strategy behind it, with insights to inform what works and doesn’t work. Providing the right content at the right time, in the right way can lead to a win, but the wrong content, in the wrong space can also cost you that win. Content management and usage can make or break any deal. Here are some insights to help:

Value Selling

In today’s uncertain economy and hyper-competitive business environment, companies that want to drive urgency and stand out from the competition must demonstrate value at every stage of the sales cycle, embracing value selling. To succeed with value selling, you need to take a consultative approach — listen actively, ask questions, and tie value drivers to your solution. Here are some illuminating stats and quotes to shed light on the importance of value selling:

Revenue Intelligence

Arguably the most important aspect of revenue enablement, revenue intelligence is more important now than it’s ever been. It is key to success in all other areas of revenue enablement. Forrester found that 55% of buyer interactions with sellers occur via digital channels. Meanwhile, Gartner calculated sales reps only have roughly 5% of a customer’s time during their buying journey. It is imperative that reps have visibility into as much of the other 95% as possible. That’s where revenue intelligence comes in: arming GTM teams with the information they need to effectively message the right accounts, with the right content, at the right time, via the right channel. Check out these revealing stats on revenue intelligence below:

Conversation Intelligence

Conversation intelligence (CI) can be a truly impactful tool to identify and scale successful behaviors – and eliminate unsuccessful ones – during interactions between buyers and sellers. Revenue teams need to use CI beyond the simple use case of listening to sellers’ calls. When used effectively, CI can automatically pick up on action items, identify crucial signs of deal health, and determine the best actions and/or content for each stage in the sales cycle to improve seller effectiveness and managerial coaching. CI can be a truly dynamic tool in the GTM team’s toolbox, particularly when combined with revenue intelligence as reflected in these data points on CI tools:

Talent Optimization

Talent optimization is not only about hiring the right people and training them effectively, it also encompasses having the right people in the right roles. With the recent economic volatility, maximizing existing talent is a key aspect of enabling revenue teams to perform at the highest level and drive the sustainable growth that is so sought after today. These informative insights help shed light on the importance of talent optimization:

Artificial Intelligence For Revenue Orgs

Artificial intelligence (AI) is the topic du jour in B2B revenue, with generative AI and large language models (LLMs) taking center stage as revenue teams seek to increase their effectiveness. Forrester wrote, “watching a generative AI tool such as ChatGPT provide accurate responses to questions, generate blogs from a couple bullets, and do things like pass the Wharton MBA exam gets salespeople dreaming about what they can do with a tool like this”. However, revenue teams can use AI for more than just crafting content. Top tier sales tech will leverage AI to automatically sync activity data to a CRM, identify action items during buyer-seller interactions, prioritize in-market accounts, and determine the best content to be sent at specific times. AI spans all aspects of enablement, and when utilized properly, can vastly improve seller effectiveness. There’s no shortage of pertinent stats surrounding AI, but here are a few of the top insights:

To learn more about revenue enablement and how Mediafly can uplevel your entire GTM team, check out our Revenue Enablement Benchmark report here.

As Director of Marketing, Matt conducts research on the B2B sales technology landscape, the future of B2B sales, and other relevant B2B trends. In addition to creating thought leadership, Matt supports Mediafly’s global sales teams by aggregating and sharing industry research from firms like Forrester, Gartner, IDC, and by supporting key sales pursuits. Prior to joining Mediafly, Matt was an Evangelist at Outreach covering B2B sales where he authored blogs and research reports. Matt also worked at Forrester as a Researcher on the B2B Sales and Marketing teams. Matt’s work has been featured by Mediafly, Outreach and Forrester on their websites as well as webinars.

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