• by Ray Schultz , February 15, 2023

B2B sales teams are embracing enable technology — systems that reduce the workload on sales professionals—as many face problems like irrelevant content--according to The 2023 Value of Enablement Report, a study released Wednesday by Seismic. 

Of those polled, 82% now use enablement technology on the job. And 99% of those say it makes their jobs easier. 

Of the latter, 88% say it makes them more productive, 92% that it gives them greater confidence, 83% that it drives stronger results and 83% that it helps them provide a better customer experience. 

Seismic is in the business of providing enablement technology, so skeptics may doubt these findings if they wish.  

However, the study states that use of such technology saves 15 hours a week on average.  

Specifically, 51% of users save time on finding metrics for planning/forecasting, 54% on locating information and 44% on organizing requests and/or addresses. That has to include email addresses. 

In addition, 76% say  that having quick access to coaching and training content keeps them from second-guessing themselves during customer engagements. Another 80% benefit from coaching and training when planning for client presentations.  

The presence of such systems are a priority when job searching.  

Moreover, laborious tasks can harm the customer experience. The respondents say they have faced these problems:

• The content they use at work is not "personalizable" enough for their customers — 63%
• The content they use is not easily accessible — 54%
• They have misspoken during a sales/customer call — 51%
• The content they use is not on brand — 43%
• The content they use is irrelevant to their clients’ user cases — 42%
• The content they use is irrelevant to their clients’ industries—41% 
• U.S. teams find these problems more severe than those in Europe. 

Seismic surveyed 610 sales professionals in the U.S. and 618 in Europe from January 2-8, 2023.