任何营销人员都可以告诉您，营销已成为数据驱动的学科。我们大多数人都可以告诉您我们在漏斗顶部和中部所做的努力所追踪的指标。交通？查看。线索？查看。机会？查看。
但是，随着我们的努力进一步降低了漏斗，测量变得越来越困难。在销售支持方面，没有一个数字可以衡量您的努力结果或告诉您要优先考虑哪些项目。
那么，数据驱动的销售支持营销人员可以做什么？您如何明确证明自己正在建立营销与销售之间建立健康的关系？与大多数其他类型的营销相比，它更难衡量，但是以下是一些定量和定性跟踪结果的方法。
1) Use the lead-to-customer conversion rate as your North Star.
The mission of a sales enablement team is to help the sales team close more deals. In other words, said with a funnel lens, their mission is to increase the lead-to-customer conversion rate.
你导致客户转化率是一个很好的怒mber to track to help measure the impact of your sales enablement activities. Although it is influenced by a number of other variables, such as the absolute number and quality of leads generated, it’s a good indicator. The effectiveness of the sales reps also comes into play, but this is actually something that you should be helping to influence. (More on that later.) Lead-to-customer is especially good to track over time to identify trends.
This metric is also important to keep in mind when deciding which projects to take on yourself and which to leave to other marketers. The next time your CMO or VP of Sales asks you to create a campaign, ask yourself, “Will this help us close more customers?” If you only take on projects where the answer is “yes,” you will stay focused on bottom-of-the-funnel activities and have a clear reason why you leave demand gen efforts up to your colleagues.
Tip：只要您知道特定时间段内生成的潜在客户和客户数量，您就可以计算出铅到客户的转换率。If you have a CRM, it may include reporting tools that do it for you.
2) Measure win/loss rates against key competitors.
Your sales team needs your help the most on the toughest deals. Looking at your win/loss rate will help you measure how well you are equipping your sales team when they’re up against the competition. You should drill in to this data by customer segment and sales team. Not only will this give you a performance metric, but it will also help you figure out where you should invest more energy.
Tip: You can calculate your win/loss rate wherever you track deal stages, most often in您的CRM系统.
3) Post your content online.
Content doesn't just have to support your top-of-the-funnel goals -- you should be publicizing your sales content such as customer stories, product overviews, ROI studies, and anything on video. This will help you get better data about who is viewing your content and how much it’s influencing their decision to buy (or not).
在线发布您的内容，因此您可以从电子邮件中更好地衡量点击率，并产生自然流量。您仍然需要使用一些更适合打印机友好的文档和PowerPoint牌组来武装代表，但请始终考虑如何在线扩展。
Tip: Make sure you are using an analytics tool with your content management system, or have an all-in-one solution like theHubSpot Marketing Platform.
4) Perform attribution reporting.
Another great thing about posting content online is that you can then runattribution reportsto see how much influence each piece had in helping turn existing leads into customers. Of course they likely touched many pieces of content, but this analysis tells you what content they discover and are interested in late in the buyer’s journey. For example, you could use an attribution report to figure out which of your customer stories are resonating most with your audience.
Tip: HubSpot’s Marketing Platform helps marketers make customized attribution reports through its报告应用程序.
5) Pick the right software for sharing content with sales.
就像我之前提到的那样，您将无法在线发布所有内容 - 其中一些内容可能需要采用更友好的或适合演示文稿的格式。但是，在您将其发布在Google Drive上之前，请考虑一下您将多久对这些文档进行更新的频率。您不希望您的销售代表对他们最喜欢的抵押品的过时链接感到沮丧。您想尽可能多地了解谁在下载谁在下载什么内容，将其发送给谁以及谁打开它。
There are a number of sales software options on the market that can integrate with your CRM and/or marketing software platforms to help you track the delivery of content in any file format.
Tip: If your CRM and/or marketing software doesn't have this capability, the next best option is to use cloud storage tools like Box.com that can at least tell you the number of downloads. You won’t know if or how your leads are interacting with the content, but you will know what pieces your sales reps are using most.
6) Sit with your sales team.
I’m not talking about sitting down with sales leadership once a month. Sit with your sales teameverysingleday --your team’s desks should be next to theirs. You may organizationally sit with Marketing or Sales, but either way, you should physically sit with Sales.
Sitting with Sales helps you see what content they are sharing on their screens, hear what they are saying to prospects, and it makes you more accessible to answer questions and receive feedback. Why spend a lot of time trying to coordinate sales calls and demos to listen in on when it can happen so naturally? It’s totally okay to eavesdrop on salespeople. In fact, it’s your job.
Tip: Make sure you invest in some nice noise-cancelling headphones for days when you need to get in the zone and create a lot of content.
7) Count your content production.
在HubSpot，我们的销售团队喜欢分享case studieswith prospects since our customers tell their story better than we can. Because of that, our sales enablement team can get overwhelmed with requests to write case studies for customers who are in a specific geography, industry, or faced a certain marketing challenge. We can’t keep up with all of the requests, so it helps when we can explain how many case studies we’ve written in a quarter and how we prioritize them. We’ll eventually get to that obscure industry customer in the Maldives whose social media efforts weren’t generating leads for them.
Tip：保留一个简单的电子表格或文档，以跟踪和日期标记您的团队生产的内容 - 并确保销售团队可以轻松访问它。
8) Watch and measure product demos.
By sitting with your sales team, you’ll have some qualitative data about how they are demoing your product or service. Also ask reps to record demos so you get a broad understanding of how they're selling your product. And you also may have an opportunity to gather quantitative data about those demos depending on what business you're in.
Tip:如果你是一个SaaS公司,你可以把使bob全站app用data to see what pieces of the product the sales reps are showing on demoing. They might not have the right sales training or content to demo the apps they’re not showing.If your company has a physical product, you can track what inventory they request to demo or share as trials.
9) Survey the sales team to generate your NPS.
NPS, or Net Promoter Score, helps you objectively measure the satisfaction of your stakeholders. Once you know how tocalculate the NPS formula, you can set up a simple survey to ask the sales team how likely they’d be to recommend your work.
Use the survey as a way to get additional feedback such as what training topics they’d like covered in sales training, what content they think is most effective, and what else they’d like to see from your team. But keep the survey short and easy to fill out -- remember that every minute a sales person is filling out your survey is a minute they’re not on the phone with potential customers.
Tip: Simply using a Google form or setting up a basic Survey Monkey are easy ways to set up a survey if your company doesn’t have a license for other software.
What other ways do you measure sales enablement?
Originally published Mar 20, 2015 6:00:00 AM, updated February 01 2017