THE CORE PROBLEM
Defined. Not Followed.
The enablement execution gap is the distance between what enablement builds and what reps actually do in the moment of selling. Every finding in this report traces back to this one problem.
This is not a content problem. Not a training problem. Not a tool problem. It is a delivery problem.
AI IN REVENUE TEAMS
Accelerator. Not a Fix.
87% of teams now use AI. But high-AI-impact teams share one trait: AI was layered onto existing, enforced processes — not used to compensate for their absence.
The #1 place AI falls short? Not being embedded in the workflow — cited by 38% of respondents. The exact same problem as sales process adoption.
WHAT REVENUE LEADERS ARE SAYING
“Every rep individually is fairly competent, but they're all doing theirown thing — and there isn't an overarching revenue strategy ormaster process behind it. I call it 'random acts of enablement’."
“If you do your discovery right, you don't have to close. Rapport isn't having the same hobbies; it's 'I understand what you're trying to accomplish, and I want to help you do that.' When they believe that, they'll tell you the truth."
“Sales reps are coddled and told to focus on the sale, and nothing else matters. That gives them permission to do whatever they want if they close. It puts the rest of the team in a difficult position."
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