The CRO Survey Findings
In 2024 we commissioned a research project where we wanted to speak to marketing and sales leaders in the technology sector to really understand their challenges and approaches to building marketing and sales pipelines.
The ensuing report titled “Revenue Enablement in the Technology Sector” explores the concept of revenue enablement and its potential impact on businesses in the technology sector. It provides insights and recommendations for sales and marketing leaders, as well as Chief Revenue Officers. The report highlights the challenges and benefits of adopting a revenue enablement approach and emphasises the need for a cultural shift and strong leadership to successfully transition to this model.
Below is an outline summary of the report:
The report begins by discussing the evolving buying journeys of customers in the B2B sector. Outlining that purchases typically involve multiple touchpoints and buying committees, highlighting the importance of making the sales process efficient and effective by adopting a revenue enablement model.
Defining revenue enablement:
The definition of revenue enablement used in the report highlights three main advantages: consistency, alignment, and visibility. Consistency refers to leveraging consistent customer messaging, technology, and data across all customer-facing roles. Alignment involves collaboration between marketing, sales, and customer success to improve end-to-end revenue generation. Visibility ensures that there is visibility throughout the customer buying journey, making it easier to optimise enablement efforts to improve revenue.
What’s driving it?
We explored the fact that organisations prioritising a revenue enablement strategy are more likely to exceed their revenue growth targets. And saw that by 2026, a significant percentage of enablement functions are expected to support all revenue-generating roles.
The findings highlight the need for cohesiveness in the buying journey and recognizes that the linear B2B process no longer exists. We see the importance of a holistic view of revenue management and the reliance on customer success roles. The findings also emphasised the role of partners in success and the need for tailored approaches to enable those partners.
Unsurprisingly there are multiple drivers, primarily focused on improving the customer experience and outcomes by removing friction and increasing end-to-end visibility. Respondents recognise the potential of revenue enablement to create differentiation from the competition and to demonstrate a keenness around the entire relationship with the customer, not just the sale.
How and where do you start?
At Ice Blue Sky we always suggest that a phased approach to adoption may be favoured and that education of the buyer is a priority – an outline of which is provided in the report.
There was also an emphasis on the importance of finding the time to address the fundamental changes required for revenue enablement and the challenges of change management in implementing this model. It highlights the need for a structured revenue enablement work stream within senior leadership and the importance of clear alignment and understanding among multiple stakeholders.
To practically deploy a revenue enablement model, the report recommends a phased approach and a collaborative culture. It also emphasises the need for tools and processes that facilitate collaboration and provide visibility into the end-to-end process.
In conclusion, the report highlights the potential benefits of revenue enablement for businesses in the technology sector. It emphasises the importance of consistency, alignment, and visibility in revenue enablement. The report provides recommendations for practical deployment, including the need for a phased approach, education, and a collaborative culture. Overall, revenue enablement can help businesses improve their workflows, align their teams, and optimise their revenue generation.
