Five Metrics to Baseline Sales for Enablement
Sales enablement has evolved from a supporting function to a critical driver of organizational success. In a recent Enablement Squad webinar, Jake Peterson—a U.S. Navy veteran and seasoned enablement leader—shared invaluable insights on measuring and optimizing sales enablement efforts. Here’s a summary of his discussion on how to baseline sales metrics for maximum impact.
Why Baselining Metrics Matters
Jake emphasized that for enablement professionals to remain relevant and effective, their efforts must be directly tied to revenue outcomes. Metrics are more than just numbers—they are essential tools to establish benchmarks, measure progress, and guide data-driven decisions. By doing this, enablement teams position themselves as strategic partners, not just support functions, within their organizations.
The Five Key Metrics
Jake outlined five essential metrics for baselining sales enablement, grouped into volume metrics and conversion metrics:
1. Time to Live Connect (Volume Metric)
This metric tracks the average time required to connect with a live prospect. The industry benchmark typically ranges from 45 to 60 minutes. Jake suggested optimizing this metric through:
Personalized scripting tailored to the prospect’s context.
Robust coaching for sales reps to improve delivery.
Call recording tools like Gong or Clari Copilot to refine messaging and handle objections effectively.
2. Touchpoints to Response (Volume Metric)
On average, it takes 8–12 touchpoints for commercial accounts and 12–20 for enterprise accounts to generate a response. To streamline this process:
Create tailored email templates that align with buyer personas.
Optimize engagement by using tools like subject line checkers.
These adjustments can significantly improve email open rates and response rates.
3. Discovery Meetings to Proof of Concept (Volume Metric)
The number of discovery meetings needed to move to a proof of concept varies:
1–2 meetings for small to mid-sized businesses (SMBs).
2–4 meetings for enterprise sales.
Jake stressed the importance of using persona-specific frameworks and providing industry-specific training to ensure that discovery meetings are efficient and impactful.
4. Discovery to Closed-Won Ratio (Conversion Metric)
This metric measures how effective discovery efforts are in driving deals to a closed-won status. To improve this ratio:
Stakeholder mapping helps identify key decision-makers.
Creating urgency through competitive insights can demonstrate value and accelerate deal timelines.
5. Proposals Sent to Redline Contracts (Conversion Metric)
This metric reflects the percentage of proposals returned as redlined contracts—a key indicator of closing effectiveness. Benchmarks include:
30–50% for enterprise deals.
60–80% for SMBs.
Jake recommended building closing toolkits with transparent questions and prioritizing follow-up meetings to maintain momentum in the sales process.
The Road Ahead
Jake highlighted the importance of enablement professionals owning their data. By mastering these metrics and using them to inform decisions, enablement teams can solidify their role as essential partners to sales, marketing, and product teams. Collaboration is key—aligning efforts across departments ensures that enablement contributes directly to revenue and strategic objectives.
Final Thoughts
The future of sales enablement lies in its ability to quantify impact and adjust strategies based on actionable insights. As Jake aptly stated:
“Enablement isn’t just nice to have—it’s a must-have.”
If you’re ready to transform your sales enablement strategy, start by benchmarking these five metrics. They’ll provide a clear foundation to align your efforts with revenue outcomes and drive organizational success.
