We’re super excited to announce the arrival of PMA’s very first Sales Enablement Landscape report!

That’s right, we surveyed 400+ product marketers in all stages of their career, from all over the world to bring you an entire report dedicated solely to sales enablement, and here’s just some of what we uncovered.

47.9% of product marketers do not have a dedicated sales enablement team

The majority of product marketers surveyed said the company they worked for did not have a dedicated sales enablement team and have no plans to put one in place.

Marketing owns sales enablement

Amongst our 400+ respondents, 56.3% reported that in their organization sales enablement was solely owned by marketing. Just 23.4% reported that sales enablement was owned by product marketing and even less (3.1%) said sales took ownership.

Product marketers are responsible for creating sales content

Although more than half (56.3%) of product marketers reported sales enablement was solely owned by marketing, 93.7% stated they were responsible for creating sales content at their company.

Customer case studies are the most effective sales enablement asset

According to 78% of product marketers, customer case studies are the most effective sales enablement asset, while sales scripts are the second most effective according to 57% of PMMs surveyed.

Most product marketers don’t have a sales playbook in place

Sales playbooks have been somewhat of a talking point this year, and with the results that SAP yielded from a recent study, it’s not hard to see why. They discovered the best-performing companies are nearly twice as likely to have sales playbooks.

However, 55% of product marketers surveyed do not have a sales playbook in place, despite their proven effectiveness.

Want more? Download the full report for answers to important questions, like:

  • How do different companies organize their sales enablement efforts?
  • Which are the best sales enablement tools on the market?
  • How often do sales enablement sessions typically happen?
  • Do PMMs measure the effectiveness of their sales enablement work?
  • How much influence do product marketers feel they have in the sales enablement process?

Need more convincing? Here’s a sales enablement pearl of wisdom from Lara Verlinden, Product Marketing Manager at Showpad.

“Get buy-in from a couple of the highest performing and most valued sellers in the company. Let them have a first view on what's being generated and get their thoughts on how the message would resonate most with their peers.”

And there’s plenty more where that came from.