How to Get Past the Sales Enablement Plateau and Climb the Next Mountain

Analyzing the data from our Fifth Annual Sales Enablement Study, we couldn’t help but conclude that sales enablement has reached a plateau. I hear you: “I can’t believe it! So many people are new to the role… really?” Yes, let me map it out for you. And of course a small group is already climbing to the summit of the next mountain.
Sales enablement is at a plateau regarding three dimensions: growth, effectiveness and maturity.
While growth is more obvious, the other two dimensions – effectiveness and maturity – require a more in-depth analysis. First, let’s look at growth.
Since sales enablement’s big breakout in 2017, when the percentage of organizations with sales enablement jumped from 32.7% in 2016 to 59.2%, it has become a stable discipline in many sales organizations. This overall percentage hasn’t changed a lot since 2017; it was 61.0% in 2018, and it’s 61.3% in 2019. Imagine these values