Enablement metrics 101

Carly Lehner, Head of Revenue Enablement, Andela, gave this talk at the Revenue Acceleration Festival in March 2021.

1. Enablement Metrics 101 1 Presented by: Carly Lehner, Head of Revenue Enablement at Andela
2. 2 About Me Head of Revenue Enablement at Andela Previously Head of Sales Enablement at Axiom
3. 3 Andela is the premier talent network that connects companies with vetted, remote engineers in emerging markets 2014 Year Founded $181M Venture Funding 1,300+ Software Engineers 200+ Partner Engagements
4. Our Talent Network PRIMARY GEOS Most engineers are based in Africa; primarily in Kenya, Nigeria, Egypt, Uganda and Rwanda SECONDARY GEOS Growing presence in Brazil, Mexico and Ukraine 4
5. 5 AGENDA ⬝ Why Metrics? ⬝ Which metrics? ⬝ Using metrics ⬝ Reporting ⬝ Q&A
6. Why Metrics? 6
7. Why Metrics? The roadmap building blocks If you asked 10 Sales leaders what their definition of Enablement was, you’d get 10 different answers. Use mutually agreed upon metrics to guide the Enablement Charter / roadmap. 7 <Prove the efficacy of Enablement> <Stay focused> <Programming Roadmap>
8. Which Metrics? 8
9. 9 Company’s Revenue Goal $100 million
10. 10 Company’s Revenue Goal $100 million yes no Scale current team size?
11. 11 Company’s Revenue Goal $100 million Onboarding Effectiveness yes Team Productivity no Scale current team size?
12. 12 Company’s Revenue Goal $100 million Onboarding Effectiveness yes Team Productivity no no yes Scale current team size? Expand Product Offering?
13. 13 Company’s Revenue Goal $100 million Onboarding Effectiveness yes Team Productivity no Explore further no Product Certification(s) yes Scale current team size? Expand Product Offering?
14. Onboarding Effectiveness Sample Metrics Time to First Sale 14 Time to Quota Time to SQL
15. Team Productivity Sample Metrics Contribution Consistency 15 Time Spent Selling Quota Attainment
16. Product Knowledge Sample Metrics Portfolio Concentration 16 Certification Completion
17. Using Metrics 17
18. 18 OUTREACH DISCOVERY CLOSING XXX DAYS XXX DAYS XX DAYS XXX DAYS First Contact to Meeting The time period between our first contact with an Account and the First Meeting. Sales Meeting to New Opp The time period between the first sales meeting and identifying a client need. Opp Creation to Close The time it takes from deal creation to close. XX Touches On average it takes XX touches before a meeting in cold territory. X Meetings It usually takes X meetings before opportunity creation. X Meetings It usually takes X meetings to close a deal from opportunity creation. Reduction of Discovery phase by 10% would yield $X in incremental revenue Improvement of Prospecting by 5% would yield $Xm in incremental revenue Improvement in conversion of Discovery Meetings to Wins by 5% would yield $Xm in incremental revenue 1. 5% better conversion will result in +XXX meetings, which translates to XX wins (XX mtgs/win) multiplied by $XXk avg in year revenue 2. 5% better conversion is XX meetings per win, which will result in +XXX wins multiplied by $XXk avg in year revenue 3. XX% of wins come from new clients, 10% reduction equals XX days saved, Average Daily Revenue equals $XXk
19. Program Metrics Don’t forget them! “If we can’t measure the impact of the program then we don’t do it.” - Sheevaun Thatcher, RingCentral 19 Baseline Monitor Results
20. Reporting 20
21. 21 Team Average Benchmark Rep 1 Rep 2 Rep 3 PERFORMANCE Quota Attainment (Adjusted MRR) XX% 100% 40% 70% 58% Quota ARR $XXX $XX $XXX $XXX $XXX Won Opps X X X X X Avg Deal Size (MRR) $XX $XX $XX $XX $XX Scorecards
22. Q&A 22