The Trust Enablement team has recently launched its LEARN Enablement Framework, and the Enablement Maturity Index (EMI), a core component of the framework, is used in our analysis of software solutions.

For each level of EMI below, the supported use cases have been included.

Level 0: Absent

Cannot determine what content has been used.

Level 1: Limited

Can determine what content has been used but no method to easily determine to who, for what opportunity or scenario.

May be able to identify what content is never being used in deals or may simply have to know the full set and remove what’s been used.

Level 2: Basic

Can tie content usage to a specific account/deal/stage but no insights on impact.

Can easily identify what content is never being used in deals.

Level 3: Informative

Can tie content usage to a specific account/deal/stage and provide revenue attribution to its usage.

May be able to measure the impact of content on:

• Deal stage velocity
• Deal stage exit %
• Overall Deal Velocity
• Win Rate

Can identify what content is never being used in deals.

Level 4: Insightful

Can tie content usage to a specific account/deal/stage and provide revenue attribution to its usage and be able to identify the impact on:

• Deal stage velocity
• Deal stage exit %
• Overall Deal Velocity
• Win Rate

Broken Down by:

• By Persona/Job Title
• By Industry

Can identify what content is never being used in deals.

Level 5: Transformational

Can tie content usage to a specific account/deal/stage and provide revenue attribution to its usage and be able to identify the impact on:

• Deal stage velocity
• Deal stage exit %
• Overall Deal Velocity
• Win Rate

Broken Down by:

• By Persona/Job Title
• By Industry

Can identify what content is never being used in deals.

Can automatically identify all content gaps against the manually created buyer and customer journeys.

At the beginning of opportunity, and as the opportunity flows along, can orchestrate recommendations of who in the buying team to share content with, and all of this based upon all existing deals in the CRM, what has worked with similar roles, people who are typically involved, and so on.

Can automatically identify all content gaps against AI-mapped buyer and customer journeys and prioritize content recommendations to develop based upon potential ROI.

No reports to run, just insights on what is working, what isn’t, how to correct challenges.