The 5 Pillars That Hold An Enablement Function Together
If you ask ten people what "revenue enablement" means, then you'll most certainly get ten different answers. Usually, it’s some version of "training" or "the deck library." And while that’s not exactly wrong, it is only a small portion of the picture. After years of building this function inside different companies, I keep coming back to the same architecture. It wasn’t because I set out to invent a framework, although I do like how frameworks make things repeatable and scalable, it was because every time I've walked into an enablement mess, the diagnosis was surprisingly similar. In nearly every case at least one of five pillars was missing entirely, and the other four were trying to compensate for it. So, today, I will share a breakdown of these pillars, what each one actually covers, and what it looks like when it's not there. You’ll notice that “training” is not one of the 5 pillars, and that is because it is woven into each pillar. 1. C...