Agenda

How AI Destroyed My Revenue Enablement Belief System

Once upon a time, it was called "sales enablement." It was too often limited to poorly designed, badly delivered, and mostly ignored sales training for new product launches, new playbooks, and tired, old-school methodologies. It was typically owned by marketers who'd never sold anything, or – gasp – by well-meaning HR folks who never interacted with actual buyers. And it was measured on activity and adoption, rather than on sales effectiveness.

As enablement matured, however, two evolving trends coincided: increasing sales ownership of enablement expanding the constituencies to other customer-facing roles – hence the pivot to "revenue enablement" – and the development of bespoke enablement platforms serving both content and learning needs for GTM team members within a single platform.

This is when enablement-as-a-function began drifting away from its roots as a discipline, and over-pivoting to a department predominantly focused on tool management. As an analyst charged with helping enablers optimize their effectiveness, I railed against this on public stages and in thousands of private customer meetings: your job is more than tech purchasing and adoption; it's continuously smoothing the path toward reps achieving Winner's Circle. Technology amplifies your good work but doesn't independently solve any sales problems.

And then... AI. Revenue enablement leaders must still be expert at their craft, and grow talent accordingly, but now – and forevermore – not a single GTM team member will be successful without foundational, continuously evolving expertise around co-selling with AI. This keynote session will challenge your assumptions and raise your game around enablement, technology, budgets, success metrics, and more.

Speaker: Peter Ostrow, VP and Principal Analyst, Forrester

TBA

Speaker: Brynne Tillman, CEO and LinkedIn Whisperer, Social Sales Link