The Top 4 Sales Enablement Trends That Will Dominate 2020

Did you know that organizations with dynamic sales enablement programs achieve a 32.7% improvement in sales rep quota attainment compared to those without? As we enter a new decade, it‘s clear that sales enablement is no longer optional for companies that want to succeed.

In fact, over 61% of overperforming companies now have a dedicated sales enablement person, program, or function. That‘s because they recognize that empowering reps with the right content, tools, and training is the key to driving revenue growth.

So, what does the future hold for this critical function? Here are my predictions for the top 4 sales enablement trends that will dominate 2020:

1. CRMs Will Evolve from a Nice-to-Have to a Must-Have

Customer Relationship Management (CRM) systems have been around for decades, but in 2020, they will become an absolute necessity for sales organizations. Consider these stats:

What‘s driving this massive adoption? Simply put, CRMs are the backbone of modern, data-driven selling. They allow reps to capture and harness vast amounts of customer data to personalize each interaction.

Advanced CRM features like AI-powered insights, predictive lead scoring, and automated workflows enable reps to focus their time on the highest-value activities. As one sales leader at T-Mobile put it, "If it‘s not in Salesforce, it doesn‘t exist."

In 2020, organizations that still rely on spreadsheets and disjointed data will fall woefully behind. A robust, well-adopted CRM will be table stakes for sales success.

2. AI Will Permeate Every Aspect of Selling

Artificial Intelligence (AI) is rapidly transforming the sales landscape. In fact, Gartner predicts that by 2020, 30% of all B2B companies will employ AI to augment at least one of their primary sales processes.

Here are just a few ways AI can empower your sales reps:

The bottom line? AI is no longer a futuristic concept – it‘s here, and it‘s driving real results for sales organizations. In 2020, sales enablement teams must prioritize equipping reps with AI tools to stay competitive.

3. Sales Training Will Have Its Renaissance Moment

For many years, sales training was the first budget cut when times got tough. But in 2020, I predict we‘ll see a massive resurgence in sales training investments. Why? A few key reasons:

  1. Turnover is costly. The average turnover cost of a sales rep is $115,000, according to DePaul University. Investing in training and development can significantly boost retention.

  2. B2B buying is complex. The average number of customer stakeholders involved in a B2B purchase is 6.8. Reps need advanced skills to manage these complex deals.

  3. Continuous learning is critical. 87% of sales training content is forgotten within weeks of the training event. Ongoing reinforcement is a must.

What does effective sales training look like in 2020? It‘s data-driven, personalized, and delivered in the flow of work. Here are some of the elements I recommend:

  • Microlearning: Short, bite-sized learning modules that reps can consume on-demand
  • Manager Coaching: AI-powered insights that help managers provide targeted, real-time coaching
  • Peer Learning: Collaboration tools that enable reps to share best practices and learn from each other
  • Gamification: Leaderboards, badges, and rewards that drive engagement and competition
  • Measurable Outcomes: Clear metrics that tie learning activities to performance improvements

As Tamara Schenk of CSO Insights says, "Developing salespeople‘s skills and competencies in the context of actual sales situations and challenges is what makes sales training relevant and effective." In 2020, the organizations that embrace this mindset will develop top-performing sales teams.

4. Sales Teams Will Get Leaner and Meaner

In recent years, many sales organizations fell into the trap of "more is better," rapidly expanding their headcount to chase ambitious growth targets. But bigger sales teams don‘t necessarily deliver better results. In fact, sales rep quota attainment has steadily declined to just 54.3% according to CSO Insights.

In 2020, I predict we‘ll see a shift towards leaner, more productive sales teams, enabled by technology and laser-focused on the right activities. Consider these data points:

To drive efficiency, enablement teams will leverage technology to automate time-consuming tasks, surface real-time insights, and guide reps to the next best action. This will allow leaner teams to generate more pipeline, close more deals, and hit their number.

Sales managers will also play a critical role by coaching reps on a consistent, individualized basis. As Brainshark‘s Jim Ninivaggi explains, "To drive sales productivity, it‘s not about working harder – it‘s about working smarter…with better training, coaching and sales enablement to optimize sales talent."

Preparing Your Sales Force for 2020 and Beyond

The world of sales is evolving at breakneck speed. The strategies that worked in the past will no longer cut it in this new decade. To stay ahead of the curve, sales enablement leaders must be proactive and strategic.

As you head into 2020, ask yourself:

  • Is my sales team leveraging our CRM to its full potential?
  • How can we harness the power of AI to make our reps more productive?
  • Are we investing enough in our reps‘ ongoing learning and development?
  • Do we have the right technology and processes in place to enable a lean, efficient sales force?

Embracing these four trends – the centrality of CRMs, the rise of AI, the resurgence of training, and the shift toward leaner teams – will be critical to your success.

But it‘s not enough to just be aware of these trends. You must take action. You must be the change agent that brings your sales organization into the future.

As sales enablement visionary Roderick Jefferson advises, "2020 is the year to put in place the sales enablement infrastructure needed to ensure scalable, predictable and repeatable success for 2020 and beyond."

The question is: will you be ready?

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