Most business owners and marketers will tell you that marketing has become a data-driven process. Most people can now understand and track their efforts from the top to the middle of the funnel, from traffic, leads and opportunities.
The problem comes in as the efforts move further down the funnel. There is no one process you can use to measure your efforts when it comes to sales enablement to show you the projects which need to be prioritized in the funnel.
Let us have a look at a number of qualitative and quantitative means through which you can use in tracking your results.
- Pay Attention to the Conversions Rate
The lead-to-customer conversion rate should be your North Star. In simple terms it should be your guide when gauging your sales enablement efforts. The conversion rate is a great way to know just how good you are doing in the enablement processes.
- Measure Your Win/Loss rates Against Your Competitors
It is important to know where you are going wrong or what you are doing that shouldn’t be done. You should have a sales team that looks deeply into the processes that lead to sales. Compare your sales numbers and the number of customers you have lost to your direct competitors and figure out what you need to do to improve your sales and beat your competitors. It is only when you have this kind of data that you can strategize on how to get more customers for your business.
- Use the Internet
Content should not only be used in the processes at the top of the funnel. It is also important to use it at the bottom where the content consists of stories by the customers, product overviews and anything that you feel will improve your sales. This will assist you in knowing who is getting your content and the role the content is playing to influence their purchase.
This content should be online because it is easier to track it using the different online tools. Though you will also need offline processes, the internet provides a great avenue for tracking processes when you want to see how good you are doing.
- Know What your Sales Team Is Doing
It is important to be as close as possible to the sales team to identify the content they are sharing and the efforts they are putting into the sale process. This will put you in a better position to control the content and also address any issue as it comes up.
- Learn and Implement
After you have looked at your efforts and how you are performing, find ways through which you can change the efforts or improve on different areas to better the sales enablement. There is no point in learning all the issues that your business is facing and not creating solutions to each problem. Sit down with your sales team and other important players in your business and device means to improve your business sales through the processes in the funnel.
