Best Practice Report

Measuring Revenue Enablement: Which Approach Should I Take?

A Comparison Of Five Radically Different Methods Of Gauging Enablement Success

December 12th, 2023
Peter Ostrow, VP, Research Director
Peter Ostrow VP, Research Director
Eric Zines, Principal Analyst
Eric Zines Principal Analyst
Jennifer Bullock, null
Jennifer Bullock
With contributors:
Mike Pregler , Kathleen Pierce , Justin Ferguson , Kate Pierpont

Summary

Revenue enablement leaders often struggle to gauge the success of their function. Forrester’s Revenue Enablement Measurement Model guides leaders through a cadence of measuring activity that is driven by two key tenets: measuring enablement at the initiative, not the functional level; and focusing less on poorly correlated lagging indicators and more on leading KPIs. In this report, we analyze data from Forrester’s 2021 Sales Enablement Society Survey to demonstrate how revenue enablement leaders can segment B2B seller and enablement cohorts using five measurement approaches, score their results, and then use those insights to inform action plans.

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