Sales enablement research can provide valuable insights, best practices, and benchmarks for sales professionals and leaders. But how do you know if the research you find is reliable, relevant, and actionable? Here are some tips to help you evaluate the quality and relevance of sales enablement research.
The first thing to look for when assessing sales enablement research is the source. Who conducted the research, what are their credentials, and what is their agenda? Ideally, you want to find research from reputable organizations, experts, or practitioners who have experience and authority in the field of sales enablement. You also want to avoid sources that have a bias, a conflict of interest, or a hidden motive to promote a certain product, service, or ideology.
When it comes to sales enablement research, being discerning is crucial. The source of the information is indeed significant - Unquestionably, one should aim to rely on the knowledge provided by reputable and experienced sources in the field of sales enablement. These sources have credibility and a proven track record that instills confidence. However, it's also important to remember that all information - even from the most trusted sources - should be consumed with a healthy dose of skepticism. Why? Because all research, no matter how impartial it aims to be, will inevitably carry some level of bias, simply because it's conducted by humans who have their own perceptions and experiences. .
Sales enablement is a critical function for helping sales teams navigate through the constant change that surrounds them — including the buying environment, the macroeconomic landscape and evolving seller roles. We as enablement team ensures: 1. Source and Credibility - Look for research conducted by reputable organizations or individuals with proven experience in sales enablement. 2. Ensure the research is based on a sufficient sample size that reflects your target audience, while considering the research methods used. 3. The research should be applicable to your specific sales context 4. Research that is supported by data and quantifiable results. 5. The research should be recent to reflect current trends and best practices.
Every technique you find in research is just a potential variant for an experiment. Nothing should be taken as 'the way to do it' because every business, team, enablement function etc is different and has different needs and cultures of learning. One thing I find super useful is drawing parallels from other industries. My favourite is childhood education because it's an institution built up over 100's of years to get knowledge to stick (for beyond the 90d death zone at least), vs. sales enablement which is a lot less tenured. So of course check and do your research but just keep in mind that you're finding something to play with, not a silver bullet.
To ensure that sales enablement initiatives are relevant and impactful, starting with a thorough audit of existing sales processes, tools, and content is crucial. This assessment will highlight areas that are working well and those that need improvement. Consistent sales training and coaching is fundamental to a sales enablement program, and there are three core areas you want to focus on: onboarding new reps, everboarding existing reps, and enabling sales managers.
Develop relationships with companies who are noted for their rigor in the research they do. Take note of companies that are selling a certain solution, are they only publishing research that supports the sale of their product? Ask if they have a third party that has validated the findings they’re publishing. Side bar, many more companies are partnering with research firms to ensure the research they report is considered legitimate
The next thing to look for when evaluating sales enablement research is the methodology. How was the research designed, conducted, and analyzed? What data was collected, from whom, and how? What tools, techniques, or frameworks were used? How were the results interpreted and presented? You want to find research that uses rigorous, transparent, and ethical methods that align with the research objectives and questions. You also want to avoid research that uses flawed, outdated, or inappropriate methods that compromise the validity and reliability of the findings.
Qualitative color is also an important marker of reliable sales enablement research. Great research weighs both the quantitative and the qualitative findings. Any research that draws conclusions from the data without making a significant effort to understand and explain the context behind the data should be taken with a grain of salt.
How did they gather their data? Was it a rigorous survey of thousands of sales professionals, or a small, anecdotal focus group? Strong research uses reliable methodologies that ensure the findings are generalizable.
The third thing to look for when appraising sales enablement research is the findings. What are the main conclusions, recommendations, or implications of the research? How do they relate to your sales goals, challenges, and opportunities? How do they compare to other research or evidence in the field of sales enablement? You want to find research that provides clear, relevant, and actionable insights that can help you improve your sales performance and outcomes. You also want to avoid research that provides vague, irrelevant, or misleading insights that can confuse or misguide you.
Three things I found in worthy comparisons are it's important to have a point of view; next, to be able to compare what is known with what may not be known; and finally to do so in a concise manner, taking in contextual elements that matter to the intended audience.
If one research paper says, "cold calling is dead," and ten others claim it's alive and kicking, you might want to raise an eyebrow. Comparing findings helps to spot anomalies and trends. It’s like comparing weather forecasts – if one says it’s going to rain fire and brimstone and the rest say sunny, guess which one’s probably off. Tip: Cross-reference findings with multiple sources to get a more balanced view.
Don't rely on a single study. Look for corroborating evidence from other sources. Are similar findings emerging across different research institutions? This strengthens the overall credibility.
The final thing to look for when using sales enablement research is the learnings. How can you apply the research to your own sales context, strategy, and practice? What are the key takeaways, lessons, or tips that you can use to enhance your sales skills, knowledge, and behaviors? What are the potential benefits, risks, or challenges of implementing the research findings? You want to find research that offers practical, feasible, and measurable solutions that can help you achieve your sales objectives and solve your sales problems. You also want to avoid research that offers unrealistic, impractical, or ineffective solutions that can waste your time and resources.
One thing I've found helpful when applying Enablement research is by gut-checking myself -- "can this truly sharpen my team's skills or tactics?" There is an abundance of tools, methods and strategies so it's important to pick what matters the most for your team. Ensuring these nuggets are practical and measurable will also help you clearly map out how to hit your team's targets better, not lead you down a rabbit hole -- steering clear of those "pie-in-the-sky" ideas.
To apply the learnings, distill them into actionable items. Update training materials, refine your sales scripts, and tweak your customer engagement strategies accordingly. Involve your team in workshops or briefings to discuss these insights and how they can be integrated into your day-to-day activities. Finally, monitor the impact of these changes. Track metrics and feedback to ensure that the applied research is driving improvement in your sales outcomes. This ongoing process of evaluation, application, and assessment ensures that your sales enablement efforts are always guided by the most relevant and impactful insights.
Can you realistically apply the learnings to your sales team and context? Consider your industry, company size, and buyer personas. Don't force a square peg into a round hole!
In sales enablement research, it's crucial to thoroughly understand various perspectives on the research topics. Your expertise lies in connecting research findings with business goals. Diversify your sources of research by consulting multiple trusted sources. Translate research findings into actionable and practical insights aligned with sales goals. For example, suppose you're proposing a new CRM software solution. Explore reports on industry trends and customer preferences within the targeted market segment. Analyze challenges faced by sales teams and how our CRM solution addresses these issues, ultimately contributing to improved sales performance and customer satisfaction.
Publication Date: Sales best practices evolve quickly. Ensure the research is recent and reflects the current sales landscape. Actionable Insights: Does the research offer practical takeaways you can implement? Vague recommendations are of little use. Target Audience: Is the research geared towards your specific sales role or industry?
Remember that context matters. Assess the relevance of research findings based on your organisation’s unique goals, industry, and customer base. By combining these considerations, you can make informed decisions about the quality and applicability of sales enablement research.