"Usually, they'll do that using some bold "AI insights" from tech CEOs - because who knows every industry, from sales coaching to knitting, better than a tech leader? But there's a problem with this kind of blog post. There's no doubt agentic AI will have an effect on a plethora of repetitive tasks in sales and revenue enablement. However, the abstract knowledge that "things will never be the same" isn't nuanced enough to help decision makers future-proof their AI adoption strategies."
"The core idea of sales enablement isn't that old, although it's based on rep-driven and product-led sales leadership activities that reps already used when rolodexes were still a thing. But when you have a look at Google Trends, you'll notice that interest in sales enablement spiked for the first time between 2019 and 2020, most likely because that was the time when what reps did or said became measurable."
Sales enablement evolved from rep-driven practices to measurable, coached workflows once conversation and behavioral data became available around 2019–2020. Conversation intelligence and CRM-driven operationalization enabled consistent coaching and identification of best practices. Generative AI and AI-guided selling expanded capabilities by enabling content curation and strategy adjustments by account, persona, and funnel stage. Abstract claims about AI transforming sales are insufficient for decision makers. Organizations need concrete analysis of how AI affects specific sales metrics and workflows to design future-proof adoption strategies and measure impact on revenue enablement tasks.
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