Trends & Insights

Why CROs need enablement tools to drive revenue growth

By Tony Smith — On April 30, 2024

From Baby Boomers to Gen Z, every generation has a defining characteristic. Boomers are viewed as hard-working and self-assured. Gen Z is seen as socially aware and socially conscious. Generation Enablement — a moniker we’ve given to workplace change agents — is defined less by age and more by a commitment to making an impact on go-to-market strategies, behaviors, and results.

Chief Revenue Officers (CROs), who are at the heart of Gen E, are tasked with everything from revenue growth to developing and aligning teams. As such, revenue enablement technology and the enablement teams that deploy it are integral parts of every CRO’s toolkit.

Enablement technology is important to CROs because it helps improve sales productivity and performance, streamline revenue operations, and enable revenue growth. But don’t just take our word for it.

According to our latest research, sales executives (CSO, CRO, and VP of Sales respondents) were 34% more likely than average to report an increase in enablement investment. Sales enablement technology can help CROs align marketing and sales teams, and provide sellers with the right resources, content, processes, and technology needed to engage effectively with prospects and customers throughout the buyer’s journey.

In our previous post, we shared highlights from Seismic’s latest report, Generation Enablement Report: The Rise of Enablement’s Influence. In this article, we’ll dive into how and why revenue-generating teams depend on enablement technology and revenue enablement strategies to unlock growth.

Enablement technology increases revenue

One of the major findings from the research is that enablement tools, including revenue enablement platforms, are no longer just for sales — they’re widely embraced by broader revenue-generating teams. Customer-facing, go-to-market (GTM) teams use the productivity gains from enablement technology to shift their focus to revenue-generating activities.

The impact is visible at a high level. Thirty five percent of respondents who use enablement tech reported that their tools help them increase revenue. There are several likely factors that contribute to this outcome — particularly having more time to spend with customers.

When sellers aren’t bogged down searching for content, they have more time to spend with customers and prospects. According to our research, 91% of enablement users said that the tech helps them provide a better customer experience. This is significant, as users were also 14% more likely than non-users to say their company achieved its client retention goals in 2023. It’s simple to make the connection — enablement tools help customer-facing teams keep their clients happier — and happy customers buy more.

Enablement technology helps sellers focus on revenue generation

Seller productivity is one of the greatest benefits of enablement technology. When sellers spend valuable time searching for content or building decks, they’re left with less time to build relationships and focus on moving deals through the funnel. With enablement technology, users save 12 hours per week.

These time-savings lead to high-value activities. Our survey found that 86% of those who use enablement technology say that it frees up time to focus on revenue-generating activities. On the other hand, 26% of non-users struggle with wasting time on administrative tasks.

Meet and exceed your revenue targets with Seismic

The Seismic Enablement Cloud™ is purpose-built for CROs and their teams to reach their revenue goals. Equipped with everything from learning and coaching capabilities to strategy and planning assistance, our AI-powered enablement platform is designed to help teams ignite growth. If you’d like to see how your team can use Seismic to increase productivity and hit revenue goals, get a demo today.

Or, maybe you want to dive into more of the numbers. If so, we’ve got you covered. In Generation Enablement Report: The Rise of Enablement’s Influence, we cover everything from enablement tools and their effect on employee retention to technology adoption trends across generations. You can learn about this and more when you download the report today.