Enablement

5 steps to a highly effective revenue enablement strategy

By — On 8 août 2024

Businesses are facing more pressure to meet their revenue targets. And increased competition, evolving buyer expectations, economic uncertainty, and digital complexities are turning up the dial on that pressure. 

There are also many internal barriers hindering revenue growth. Siloed tech and teams, manual workflows, and limited resources make hitting revenue targets a challenge. 

Sound familiar? It’s time to shift from a siloed sales enablement focus to a more unified revenue enablement approach. This will help align revenue-generation teams around common goals and create a smoother experience for buyers and sellers. 

In this article, we’ll show you how to overcome revenue challenges and outline five key steps to building an effective revenue enablement strategy. Let’s dive in! 

What is revenue enablement? 

We define enablement – specifically revenue enablement – as the strategic approach that equips revenue-generating teams with the tools, resources, and information to effectively engage with prospects and customers at every stage of their buying journey.  

We’re not the only ones. According to Gartner, “Revenue enablement connects enablement efforts and uses shared technology, tools, data, analytics, processes, and KPIs to reduce the complexity of the modern sales ecosystem.” This way, organizations can enhance team collaboration, streamline processes, and enable revenue growth.  

Shifting from sales enablement to revenue enablement 

Sales enablement unites go-to-market (GTM) teams to provide sellers the information, tech, and resources needed to effectively close business. Taking it a step further, revenue enablement expands its reach to support all revenue-generating departments. Those include sales, marketing, customer success, and other customer-facing channels, such as digital commerce and customer service. Including those departments in your enablement efforts ensures your team can deliver consistent, relevant, and personalized customer experiences. 

Companies that successfully implement this unified approach will break down silos across teams and tech, streamline workflows, and ultimately boost customer satisfaction and revenue. In fact, Gartner estimates that “By 2026, 60% of enablement teams will be tasked with enabling all client-facing, revenue-generating roles.” 

How to create an effective revenue enablement strategy 

Begin your revenue enablement journey by taking these five important steps.  

1. Assess your current state and identify gaps  

Start with an objective evaluation of where things stand today. Examine your enablement maturity by assessing how your organization currently enables your revenue teams and their prospects and customers across every interaction point. Remember, your analysis should always center on what contributes to revenue growth, so ask questions like: 

  • Could this process be improved? Could it be faster? 

  • What silos exist across these teams? 

  • What barriers are hindering revenue-generating behaviors? 

  • How are we measuring performance? 

This way, you can pinpoint strengths, weaknesses, and growth opportunities. Closely monitoring and evaluating customer engagement across touchpoints will provide your team with the insights needed to optimize initiatives and drive outcomes.  

An easy way to get started is to take Seismic’s Enablement Maturity Assessment. This will help you discover where your organization falls and how you improve your revenue enablement strategy.