The Evolution of Revenue Enablement: From Training Function to Strategic Revenue Driver

How modern revenue enablement is transforming B2B sales success

In today’s rapidly evolving B2B landscape, where over 50% of new revenue comes from existing accounts, the role of revenue enablement has never been more critical. But what exactly does modern revenue enablement look like, and how is it driving organizational success?

In this deep dive, we explore insights from Ivy Holt, Head of Global Revenue Enablement at PagerDuty, who brings over 18 years of experience in transforming sales organizations.

The shifting landscape of revenue enablement

Gone are the days when enablement meant simply conducting training sessions or creating sales playbooks. As Ivy Holt explains, “Enablement is changing behavior. Enablement is asking someone to do something differently tomorrow or the next week that they weren’t able to do, and now that they have these new skills or behaviors, they can do that.”

This fundamental shift represents a broader transformation in how organizations approach revenue generation. The traditional siloed approach of separate sales, customer success, and partner teams is giving way to a more integrated, lifecycle-based strategy.

The Three Pillars of modern revenue enablement

1. The Translation Layer Approach

One of the most compelling insights from Ivy’s experience is the concept of enablement as a translation layer between different business functions. In many organizations, product, IT, legal, and sales teams all speak different languages. Revenue enablement serves as the crucial interpreter.

“When everything is urgent and everything is important, it’s very hard for a sales rep to actually consume any of it,” Ivy notes. The solution? Creating a structured approach to distilling complex information into actionable guidance for field teams.

Key Implementation Strategies:

• Establish advisory councils with stakeholders across departments
• Create regular check-ins with key business leaders
• Develop clear prioritization frameworks for field teams
• Document and standardize successful communication patterns

2. Lifecycle Revenue Generation

Perhaps the most significant shift in modern revenue enablement is its expansion beyond traditional sales training. “At the end of the day, revenue is what keeps the lights on. So it’s really critical that there is alignment from prospecting all the way to the renewal,” Ivy emphasizes.

This comprehensive approach means:

• Unified messaging across all customer-facing roles
• Consistent training for pre-sales, post-sales, and partner teams
• Integrated strategies for customer success and account expansion
• Alignment between sales promises and implementation delivery

3. Technology-Enabled Behavior Change

The rise of AI and advanced analytics has transformed how organizations approach enablement. What was once seen as surveillance tools are now valuable assets for coaching and improvement.

“The sales business is one of the only ones where we don’t practice. Surgeons practice, firemen practice,” Ivy observes. Modern technology allows organizations to:

• Create libraries of successful sales calls and approaches
• Analyze conversation patterns and sentiment
• Automate routine tasks to focus on relationship building
• Provide real-time coaching and feedback

Measuring Success in Revenue Enablement

One of the most challenging aspects of revenue enablement is measuring its effectiveness. While traditional metrics like ramp time and revenue performance remain important, modern approaches focus on:

1. Knowledge Transfer:

• Pre and post-training assessments
• Competency evaluations
• Practical application success rates

2. Behavior Change:

• Adoption of new tools and processes
• Quality of customer interactions
• Multi-threading success in accounts

3. Business Impact:

• Speed to first deal
• Customer expansion rates
• Strategic account growth

The Future of Revenue Enablement

As organizations continue to evolve, revenue enablement is becoming increasingly strategic. Ivy’s experience at PagerDuty highlights several key trends:

1. Hybrid Delivery Models:

The future combines virtual and in-person training, leveraging the best of both worlds for maximum impact.

2. AI Integration:

Artificial intelligence will increasingly automate routine tasks, allowing enablement teams to focus on strategic initiatives.

3. Customer-Centric Approach:

Success metrics will increasingly align with customer outcomes rather than just internal metrics.

Action Plan for Revenue Leaders

1. Audit Your Current Enablement Strategy:

• Is it truly changing behavior?
• Does it cover the entire customer lifecycle?
• Are you leveraging technology effectively?

2. Implement the Translation Layer:

• Create clear communication channels between departments
• Establish prioritization frameworks
• Document and standardize successful approaches

3. Measure and Iterate:

• Set clear success metrics
• Gather feedback from field teams
• Continuously refine your approach

Summary of The Evolution of Revenue Enablement

As Ivy powerfully states, “If you are in the field of customer facing in any capacity, your aptitude and your skill set is critical to the success of our customer.” This perfectly encapsulates the evolution of revenue enablement from a training function to a strategic driver of business success.

The future of revenue enablement lies in its ability to bridge gaps, drive behavior change, and create measurable business impact. Organizations that embrace this evolution will be better positioned to succeed in an increasingly complex B2B landscape.

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[You can view the full interview with Ivy Holt in our podcast episode “Why Sales Training Fails – And How AI is Fixing“]