Sales Enablement is Dead

The problem

The traditional definition of sales enablement — “give sellers content and training” — quietly failed. Reps had more material than ever and were closing less. The thing called “enablement” had become a content factory disconnected from how customers actually buy.

The approach

I built the talk around a single reframe: stop enabling sellers, start enabling revenue. That means the enablement function owns the cross-functional friction between marketing, product, and sales, not just the LMS. The talk walks through the philosophy and a practical reorganization that Platform.sh actually shipped.

What I’d want a viewer to leave with

A new mental model for what enablement is for — and concrete next moves to bring their function up the value curve.

Talk went viral within enablement circles and became the basis for follow-up consulting engagements.