The article discusses the impact of $2.3 million of unused marketing content on enterprises, suggesting the focus should shift from the content to the individuals behind the sales process. It criticizes the perception of sales representatives as machines needing fixing and emphasizes the importance of recognizing them as unique learners. Despite statistics showing benefits from robust sales enablement, a significant disconnect exists, with many sales reps feeling overwhelmed and unaligned with organizational goals. The future of sales enablement depends on valuing the human experience in learning and development.
What if we've been building enablement programs like sales reps are broken machines that need fixing, instead of recognizing them as brilliantly, beautifully authentic individuals?
The companies that get sales enablement right aren't the ones with the fanciest platforms or the most comprehensive training libraries.
Only 32% of salespeople believe their enablement aligns with organizational goals, showing a disconnect in the investment and actual usage.
Companies invest millions in sophisticated platforms... yet usage rates remain stubbornly low.
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