What Sales Enablement Looks Like When It Actually Works

When it actually works, sales enablement is not a content repository; it is a strategic function dedicated to improving commercial performance.

The Three Pillars

1. Just-in-Time Content: Tagged databases that allow reps to find specific assets for specific objections in seconds.
2. Continuous Coaching: skill development based on "gold standard" call libraries and weekly feedback.
3. Market Intelligence: systematically capturing objections and feature requests from the front lines to inform strategy.

Sales enablement content should be designed like a tool, not a novel. It should have a specific job to do.

The Takeaway

Measure enablement by revenue outcomes—decreased ramp time and increased win rates—not by the volume of content produced.