Only 19% of sales teams are ready for 2025. That’s the gut punch Hathawk researchers delivered—and no one’s talking about why. They’re busy tracking traditional metrics while the real drivers of revenue go ignored. The sales dashboards you worship might be killing your pipeline.
The Dashboard Delusion
According to Docebo’s guide to sales enablement metrics, most companies remain fixated on lagging indicators like quota attainment and win rates. But those reflect results after the damage is done. The teams dominating revenue growth? They’re monitoring enablement-linked KPIs like time to ramp, content utilization, and coaching impact.
This is the reality: Fixating on quota attainment is like checking the scoreboard while ignoring team performance. It’s a vanity game—and your reps suffer for it. Especially when, as Hathawk exposed, only 22% of reps hit quota. That’s not a stat—it’s a diagnosis.
Hidden Metric #1: Content Usage Is a Forecasting Indicator
The Seismic sales enablement guide reveals that only 35% of sales content gets used—yet enablement teams crank out thousands of assets annually. Here’s the kicker: teams with above-average content utilization link it directly to deal-stage success.
If reps ignore your resources, chances are they don’t believe in them—or don’t know they exist. Either way, forecasting using rep behavior data (like content engagement) often predicts pipeline velocity better than your CRM. Seismic makes it clear: content has “power to drive efficiency and close rates.” That power dies when buried in folders.
Hidden Metric #2: Manager Coaching Frequency → Quota Recovery
You can’t fake real coaching. According to the Docebo playbook, reps who receive more frequent, structured feedback outperform peers by up to 20%. But most managers jump in only when deals go sideways.
“Organizations that consistently track coaching sessions improve ramp times and morale,” the guide notes. You know what kills morale? When 79% of B2B reps are disengaged.
So next time a CRO says “just get them selling,” ask them this: What’s your coaching cadence policy? Bet there isn’t one.
Hidden Metric #3: Time to First Value (TFV) Drives Retention
B2B sales isn’t a sprint—but first impressions can predict renewals. “Time to first value” captures how long new reps take to do something that moves pipeline. Most teams don’t track it. They brag about ‘time to hire’ and ignore activation.
The problem? If reps can’t articulate value fast, they can’t survive long. The data shows the earlier reps feel equipped, the higher their 12-month retention and attainment rates. Low TFV = High churn.
The Real KPI You Should Be Obsessing Over
According to MTLC’s 2025 enablement forecast, progressive teams are turning their lens inward. Instead of “how many deals closed,” they’re asking “how many reps learned something new this week?”
Enablement isn’t a playbook. It’s a system of behaviors reinforced by data. And only 19% of teams have this perspective today, per HatHawk analysis.
If That Scares You—Good
Because here’s what’s next: a wave of CROs waking up to the fact that their forecast failures weren’t about leads, but metrics. The wrong ones.
Want resilience? Measure enablement, not just revenue. Want growth? Measure usage, not just output. It’s not touchy-feely—it’s survival.
FAQ (Frequently Asked Questions)
What are sales enablement metrics?
According to Seismic, sales enablement metrics are data points that track how effectively tools, content, and coaching are improving rep performance and deal velocity. (Seismic)
Why are traditional sales metrics not enough?
Because they measure outcomes, not behavior. Docebo explains that forward-thinking teams use enablement data like ramp time and coaching frequency to improve results proactively. (Docebo)
What percent of teams are truly ready for 2025?
Only 19%, according to HatHawk’s sales enablement readiness report. (HatHawk)