OUR THOUGHTS
Sales enablement is undergoing a fundamental identity shift. For years, it operated as a support function: onboarding reps, maintaining content libraries, delivering training. That model is quickly becoming obsolete. AI is repositioning enablement as a strategic orchestrator of the entire selling motion, designing the workflows, playbooks, and coaching systems that let sellers spend more time actually selling. For us, this is where the real opportunity lies: not in automating away the human element, but in amplifying it. When enablement teams build AI-augmented systems that surface the right content at the right moment, adapt coaching to individual rep needs, and handle the administrative friction that pulls sellers away from buyers, something powerful happens. Sellers get to be more human, not less. They have time for the conversations that build trust, the insights that demonstrate expertise, and the follow-through that wins deals. The organizations that understand this distinction will pull ahead.
This week, we've curated four articles that capture the scope and urgency of this transformation. Bain & Company makes a compelling case that while AI has driven productivity gains across most functions, sales remains under-leveraged, and that generative and agentic AI can meaningfully change that by reducing non-selling work and improving execution consistency. Allego outlines how AI-powered coaching and just-in-time learning are replacing generic training with continuous, contextual support tailored to individual reps and real buyer interactions. GTM Buddy emphasizes that success requires more than new tools; it demands clear goals, cross-functional alignment, and structured change management to embed AI into daily seller behavior. And Forbes frames enterprise sales as entering an "agentic age," where AI agents continuously monitor accounts, surface insights, and orchestrate actions, with enablement providing the structured content and governance that make those agents effective. Together, these pieces make clear: enablement leaders who embrace this shift will shape how their organizations sell for years to come.
ARTICLES OF THE WEEK
AI Is Transforming Productivity, but Sales Remains a New Frontier – Bain & Company
This article argues that although AI has driven large productivity gains across many functions, sales is still under-leveraged, and that modern AI, including generative and agentic systems, can meaningfully change that. It highlights how AI reduces non-selling work, improves lead and opportunity prioritization, and supports more consistent execution, leading to higher win rates and more predictable revenue. Sales enablement’s role shifts from supplying static content and training toward designing AI-augmented workflows, playbooks, and coaching that let reps spend more time with customers.
Key takeaways:
AI can significantly increase the share of time sellers spend on actual selling activities, improving productivity and revenue outcomes.
Sales enablement is becoming a strategic orchestrator of AI-powered tools, processes, and content rather than a support-only function.
Early adopters that embed AI into core sales motions report better forecast accuracy and stronger, more consistent execution.
Top Sales Enablement Trends of 2025: How AI and Buyer Expectations Are Reshaping Enablement – Allego
This piece outlines how AI and changing buyer behavior are redefining the mandate for sales enablement teams. It describes AI-powered coaching, content recommendations, and just‑in‑time learning that adapt to individual rep needs and real buyer interactions, replacing generic training with continuous, contextual support. The article also emphasizes that enablement must now span the entire buyer journey, equipping reps to deliver relevant insights and assets across channels in a more self-directed, digital-first buying process.
Key takeaways:
AI enables personalized coaching and micro‑learning, improving ramp time, message consistency, and deal execution quality.
Intelligent content surfacing ensures reps can quickly find and use the most effective assets for each buyer situation.
Sales enablement is evolving into an always‑on, data-driven discipline tightly aligned with modern, self-educating buyers.
The Future of AI in Sales Enablement – GTM Buddy
This article explains how AI is moving sales enablement from a reactive, training‑and‑content function to a proactive engine that shapes every interaction in the sales cycle. It cites data showing that organizations using AI in sales processes see higher conversion and productivity, then walks through use cases such as automated workflows, AI‑assisted content recommendations, and data-driven coaching. The piece stresses that success requires clear goals, cross‑functional alignment, and structured change management so that AI becomes embedded in daily seller behavior rather than yet another disconnected tool.
Key takeaways:
AI in enablement improves lead conversion, seller productivity, and buyer engagement when integrated into core workflows.
Automated workflows reduce administrative load, while AI insights support hyper‑personalized outreach and content usage.
Enablement leaders must own an AI roadmap that covers tool selection, integration, training, and measurement to realize full value.
Welcome to the Agentic Age of Enterprise Sales – Forbes Business Development Council
This Forbes piece frames enterprise sales as entering an “agentic age,” where AI agents help run complex sales motions by continuously monitoring accounts, surfacing insights, and orchestrating actions across teams and systems. Instead of manually stitching together tools, sales and enablement leaders design AI‑driven playbooks and data structures that agents can execute and optimize over time, augmenting human reps on research, personalization, and follow‑up. For sales enablement, that means building scalable content, processes, and governance that AI agents can use to support every stage of the enterprise deal cycle.
Key takeaways:
Agentic AI acts as a persistent partner in enterprise sales, coordinating tasks and insights across long, complex cycles.
Sales enablement must provide the structured content, rules, and data foundations that enable these agents to add real value.
Organizations that embrace agentic AI in sales design more scalable, predictable motions while keeping humans focused on high‑judgment work.