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Being able to adapt quickly--and successfully--to market changes such as an economic downturn, or strategic initiatives such as M&A or a new product launch is critical when it comes to achieving business objectives. Companies look to their enablement teams to improve their ability to execute such efforts at scale. This area might be measured in terms of accelerating time to market of major initiatives, plays, or programs, or achieving (or overachieving) targets. Companies also see less quantifiable value including GTM alignment.

Many companies have identified improving the buyer/client/customer experience as a top level strategic imperative. They want to engage more effectively with personalized, differentiated experiences across channels. Companies that focus on this area often report improvements in win rates, sales cycle times, renewal rates, and deal sizes.

Help customer-facing teams be more productive and efficient through effective onboarding, ongoing coaching, and streamlining & automating tasks. GTM efficiency might ultimately be measured by companies through improvements in reducing ramp time, saving reps time to spend it on higher value activities, and supporting higher quota attainment.

Operational optimization focuses on teams that fuel the revenue engine including Enablement and Marketing, making them more efficient and effective as well as empowering them to measure and maximize their impact. Companies that focus on this area typically achieve significant time savings or resource efficiency within their teams, increase the ROI of their enablement & marketing efforts, and improve content usage. This outcome also includes hard dollar savings, such as through tech stack consolidation.