10 Surprising Statistics on Sales Enablement ROI

If you’re considering starting a sales enablement initiative, you’re likely seeking research and statistics that will help you (or other decision makers in your organization) justify the investment.

To help you out, we’ve compiled some surprising metrics that show the negative impact of ignoring sales enablement and how implementing a sales enablement strategy can improve sales productivity and revenue:

The Cost:

Sales reps spend nearly 70% of their time on non-selling activities, limiting customer engagement and revenue generation opportunities. – Salesforce State of Sales, 2024

Organizations with poor sales and marketing alignment can lose 10–15% of potential annual revenue due to inefficient processes, poor handoffs, and missed opportunities. – Gartner / Revenue Operations research, 2024-2025

Marketing content remains significantly underutilized, with many organizations reporting that reps struggle to find and use approved content, resulting in wasted content investments and reduced sales productivity. – Forrester Sales Enablement Research, 2024

Sales teams report spending up to 30% of their workweek searching for information, content, and expertise rather than engaging customers and advancing opportunities. – Salesforce State of Sales, 2024

Research shows that 20%–70% of CRM initiatives fail to achieve their intended business outcomes, with poor adoption, data quality issues, and lack of process alignment cited as leading causes. – CRM Industry Benchmark Research, 2024

The Results:

BIGGER SALES
Organizations with formal sales enablement programs achieve up to 10% higher win rates, helping teams close larger, more profitable opportunities. – CSO Insights / Sales Enablement Society, 2024

GREATER GROWTH
Companies with strong sales and marketing alignment achieve 20% annual revenue growth, while poorly aligned organizations experience revenue decline. – LinkedIn & Revenue Operations research, 2024

MORE LEADS
Organizations with aligned sales and marketing teams generate 25% more sales-qualified leads and improve lead conversion performance. – Forrester, 2024

QUOTAS NAILED
84% of reps achieve quota at companies with best-in-class sales enablement strategies.  –Aberdeen, 2013

INCREASED REVENUE
Organizations with highly aligned sales and marketing teams generate 208% higher marketing revenue than their less aligned peers. – Industry benchmark research cited across HubSpot and Revenue Operations studies, 2024

Interested in seeing the possible ROI for your company?

See what sales inefficiencies are costing your team with our simple calculator. Then explore how a sales enablement platform can help increase productivity and revenue by scheduling a personalized 10-minute demo.

Put your sales team on the path to higher quota attainment, better alignment, and sustained business growth this year.