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Enablement metrics 101

Enablement metrics 101

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

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  1. Enablement Metrics 101
    1
    Presented by:
    Carly Lehner, Head of Revenue
    Enablement at Andela

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  2. 2
    About Me
    Head of Revenue Enablement at Andela
    Previously Head of Sales Enablement at Axiom

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  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

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  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

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  5. 5
    AGENDA
    ⬝ Why Metrics?
    ⬝ Which metrics?
    ⬝ Using metrics
    ⬝ Reporting
    ⬝ Q&A

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  6. Why Metrics?
    6

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  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



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  8. Which Metrics?
    8

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  9. 9
    Company’s
    Revenue Goal
    $100 million

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  10. 10
    Company’s
    Revenue Goal
    $100 million
    yes
    no
    Scale current team size?

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  11. 11
    Company’s
    Revenue Goal
    $100 million
    Onboarding Effectiveness
    yes
    Team Productivity
    no
    Scale current team size?

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  12. 12
    Company’s
    Revenue Goal
    $100 million
    Onboarding Effectiveness
    yes
    Team Productivity
    no
    no
    yes
    Scale current team size?
    Expand Product Offering?

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  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?

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  14. Onboarding Effectiveness
    Sample Metrics
    Time to
    First Sale
    14
    Time to
    Quota
    Time to
    SQL

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  15. Team Productivity
    Sample Metrics
    Contribution
    Consistency
    15
    Time Spent
    Selling
    Quota
    Attainment

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  16. Product Knowledge
    Sample Metrics
    Portfolio
    Concentration
    16
    Certification
    Completion

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  17. Using Metrics
    17

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  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

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  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

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  20. 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

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