Bridging the Gap: How Enablement Can Truly Empower the GTM Team
It all begins with an idea.
Why Enablement Must Evolve to Meet the GTM Moment
A few years ago, I sat across from a top-performing sales rep during a 1:1 coaching session. She’d just missed her number for the second quarter in a row and looked frustrated, eyes locked on her call dashboard. “I’m doing everything they taught me,” she said. “But I feel like the game changed, and no one updated the playbook.”
That sentence hit me hard. My team designed her onboarding and sales plays. And I knew she was right.
In today's B2B environment, the sales landscape shifts monthly—sometimes weekly. New tools. New buyer expectations. New messaging. Yet so many enablement programs are built like one-and-done bootcamps. By the time a seller gets in the field, the enablement they receive is already out of date.
The result? Reps disengage. Managers get frustrated. Revenue stalls. And enablement takes the blame.
What Best-in-Class GTM Enablement Looks Like
The highest-performing organizations don’t treat enablement as training. They treat it as an always-on revenue accelerator. Here’s what they’re doing differently:
Skills over slides: They build around competencies, not content.
Modular, just-in-time learning: Enablement aligns with the deal cycle, not a calendar.
Sales manager integration: The front line isn’t left out; they’re leading the charge.
Feedback loops with data: Top teams use Gong, Seismic, Mindtickle, WalkMe and Salesforce together, watching for real-time signals.
One message, across all teams: From SDR to CSM, the customer hears a unified, value-based story.
Action: What You Can Do This Quarter
If you're a GTM or enablement leader, ask yourself:
Do we have a skills framework tied to revenue outcomes?
Are our programs embedded in the buyer journey—or siloed from it?
Are our front-line managers trained and equipped to coach?
Is our enablement program continuous and responsive—or reactive and outdated?
Pick one of these areas to tackle now. Not all at once. But now—because the longer we wait, the more sellers are left behind.
Don’t Let Your Reps Outgrow Your Enablement
That rep I spoke with? She left three months later. She found a company where she felt more supported and more successful. It was a gut-punch—but also a wake-up call.
Enablement is no longer a “nice to have.” It’s the operating system for modern go-to-market teams.
If you're still treating enablement as onboarding, you're missing the bigger picture and your best reps might be missing their number.
Let’s talk: What’s the #1 enablement gap you’re seeing right now? Drop a comment or DM me—I’m curating examples for the next posts in this series.
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