GTM enablement: Your best B2B revenue growth lever

Go-to-market systems and processes that hold up when forecasts get wobbly (and the board starts circling) are vital to the success of your GTM strategy:

• Your sales, enablement, and marketing teams run sales plays and personalised strategies geared toward high-value accounts to drive revenue growth.
• But ask yourself: Are their efforts actually leading to the type of business performance that hits key revenue targets without breaking your people?
• In other words, are the tools in your sales tech stack making life easier for your go-to-market function? Or do they deter individual and collective progress?

If you’re like many B2B companies, you’re staring down rising quotas, tighter profit margins, and an EBITDA target that didn’t get the memo about flat budgets. You’re also juggling enablement gaps, inconsistent sales processes, and a buying landscape where potential customers need more social proof and fewer slides.

Existing customers want partners, not pitches. Every touchpoint carries weight. Every decision affects business outcomes. And speed? Always in season.

That’s why GTM enablement (a.k.a. revenue enablement) is no longer optional for your business. It’s essential, as it’s arguably your organisation’s biggest competitive advantage in increasingly uncertain and disruptive times.

More RevOps teams are now employing revenue enablement strategies to accelerate seller readiness, optimise buyer engagement, and make data-driven decisions backed by real and recent lead behaviour, not hunches or habits.

Notably, they’re giving their go-to-market teams an AI-powered, agentic platform with cutting-edge artificial intelligence, such as Highspot, which was just recognised in the 2025 Gartner® Magic Quadrant™ for Revenue Enablement Platforms.

TL;DR: If you want to develop a system and approach that delivers consistent, predictable B2B revenue growth, start by giving your teams tech that can keep up, tackle busywork on their behalf, and enable them to build relationships with buyers.

The B2B revenue growth agenda: Enablement’s growing role for B2B companies

Monitoring internal key performance indicators and external market trends is the foundation of modern GTM strategies. Optimising sales plays and motions using accurate, real-time data and insights is what ultimately drives overall business performance and, in turn, contributes to your revenue growth agenda.

But a lack of operational efficiency and go-to-market cohesion can stop any momentum you build right in its tracks and make closing deals with high-ACV accounts that much harder for your sales team and account executives.

That’s where revenue enablement can not just help you boost conversion rates but also give you a competitive edge against other orgs in your space:

• When strategy changes, revenue enablement ensures your GTM teams shift in unison. Quarterly plans evolve. Messaging shifts. Market conditions change (and fast). A well-crafted revenue enablement strategy gives your personnel shared priorities and a way to recalibrate on the fly. Instead of each function guessing or grinding through disconnected updates, everyone adapts in lockstep. That’s how you keep shared initiatives on track without slowing momentum.
• High-performing GTM orgs use enablement to drive repeatable execution at scale. Consistency is how your team builds trust across every sales cycle. Enablement delivers a seamless experience across training, content, and motions. That structure frees up time, enhances the effectiveness of BDRs’ sales tactics, and turns all GTM effort into measurable output. Sales and marketing teams work in unison, thanks to tight-knit alignment on all activities and programmes.
• Revenue leaders rely on enablement to align roles, resources, and real-time priorities. Every team has a plan—until the pressure hits. A harmonious, collaborative revenue enablement approach brings focus by connecting activity with business outcomes that matter. You spend less time reacting and more proactive, data-backed decisions. Utilising valuable insights from prescriptive and predictive analytics tools helps prove your sales strategy is working.
• Enablement programmes built for agility help teams capitalise on what’s working faster. Yesterday’s playbook that proved impactful (high-converting marketing campaigns, highly engaging customer interactions) fades fast. Enablement empowers your GTM teams to stay ahead by reacting without overcorrecting. Whether you’re building relationships with warm prospects or doubling down on cross-selling and expansion, enablement makes speed an asset, not a liability.

Improving sales performance, while also providing a stellar, seamless customer experience, is your perpetual, North Star objective. As it should be. But it can be hard for GTM leaders—particularly those running sales—at B2B companies like hours to know which levers to pull to ensure everyone ups their game.

“While [Chief Sales Officers] have a variety of mechanisms at their disposal to drive productivity, it’s often unclear which are most effective, especially in a rapidly shifting landscape,” Gartner recently noted regarding a 2024 survey.

Revenue enablement is being increasingly adopted by go-to-market orgs across industries precisely because it solves this longstanding problem for CSOs.

The approach, when executed with the right revenue enablement platform (ideally, one with native AI sales capabilities), offers a framework to drive revenue (and contribute to greater profit margins) in a scalable, repeatable way.

How each go-to-market team contributes to consistent revenue growth

We don’t have to explain the value of each GTM business unit. But it is worth exploring the distinctive role each team plays in a revenue enablement programme.

Sales team: Drives buyer alignment through guided conversations and timely insights

Your sales team doesn’t exist just to pitch prospects.

Reps are ‘activated’ to qualify, quantify, and convert demand into material business impact. Long-term revenue growth doesn’t hinge on isolated wins. It depends on whether BDRs can adapt their approach to fluctuating market expectations without losing velocity or control of the pace and flow of the B2B buying journey.

Your sellers build credibility across complex cycles by anchoring every conversation in deal-stage context, behavioural signals, and vertical nuance. They identify the fastest path through the sales funnel without sacrificing depth.

And your sales reps operationalise that knowledge across new markets, customer segments, and revenue motions to consistently outperform benchmarks.

Core revenue-generating activity

Create, advance, and close qualified pipeline by targeting high-potential accounts with conversion-ready buyer intent and segment-specific messaging that resonates with key stakeholders in each stage of the sales funnel.

Marketing team: Delivers messaging and content that align with revenue team motions

Similarly, your marketing team’s primary growth lever isn’t brand or awareness. It’s influence over how leads engage across multiple channels in the first 60% of their customer journey and providing assets for reps to use in their sales process.

Continual revenue growth for your company depends on whether your marketing team can evolve faster than your clients do. That means pinpointing behavioural patterns across target markets, adapting offers by customer segmentation, and ensuring campaigns correspond with sales and enablement motions.

The most impactful B2B marketing teams today treat sales messaging as dynamic infrastructure, not fixed copy. High-performing product and content marketing teams work in tandem to create targeted entry points, deliver signal-rich interactions, and arm sales reps with modular assets that flex to deal context.

Core revenue-generating activity

Develop messaging frameworks and collateral that accelerate lead generation, improve conversion rates, and extend reach across the full buyer journey so that the business at large forms long-term relationships with new customers.

Enablement team: Reinforces behaviours and skills tied to pipeline and quota impact

Modern sales enablement teams scale both knowledge and revenue accountability. In the hands of a mature org, enablement becomes the mechanism that translates go-to-market strategy into measurable, rep-led outcomes.

Scalable revenue growth depends on how quickly enablement can connect changing priorities to field adoption and sustain that adoption across roles and regions. That requires more than just tackling onboarding and events.

Specifically, it demands AI-curated learning paths for sales team members, segment-specific coaching (and in the selling moments that matter, not just ad-hoc), and performance benchmarks that correlate rep behaviour directly to revenue targets.

The most effective sales enablement leaders today treat the GTM function as an operating rhythm, not a programme. Its impact is measured not in participation, but in measurable impact on quota coverage, BDR productivity, and win rates.

Core revenue-generating activity

Operationalise enablement through programmes tied to pipeline metrics and conversion gaps and role-specific behaviour related to revenue targets so they can prep reps with the assets and plays they need to address specific pain points of leads.

Revenue operations team: Connects GTM actions to pipeline health and sales execution

Your RevOps framework is your company’s control layer for revenue scalability. It’s not a strategic gatekeeper that decides what gets measured and what distinct, data-backed actions are taken to rectify growth stagnation or declines.

Of course, your revenue operations team can only do so when they have clean signal flows across systems and teams and turn those signals into actions.

That means RevOps must continually ensure consistent data flow between business-critical GTM solutions—CRM, enablement, engagement, analytics, and automation systems—to standardise pipeline definitions, remove duplicate effort across go-to-market teams, and eliminate data latency.

The most advanced RevOps teams bring order to complexity by enabling every GTM leader to make data-driven decisions fast, and with confidence.

Core revenue-generating activity

Establish and maintain a unified view of sales pipeline, process, and performance across systems to pinpoint patterns and trends that they can bring to the attention of frontline managers to inform their data-driven decision-making.

Customer success team: Strengthens retention and surfaces opportunities to expand

Customer retention is revenue retention—and revenue retention makes your executive leadership and board members smile. Your CS org owns the moments after the contract closes but before the next expansion conversation begins.

Driving customer lifetime value of existing clients depends on whether your customer success team can anticipate customer behaviour, manage renewal risk, and identify expansion potential without waiting for red flags tied to possible churn.

The top customer success directors operate like portfolio managers, constantly evaluating account health across revenue, usage, and satisfaction signals.

These leaders don’t wait for quarterly business reviews to take place or NPS results to come in to adjust operations. They use telemetry, interactions, and behavioural patterns to know which accounts are primed to renew, cross-sell, upsell, or exit and guide their CSMs and AMs accordingly.

Core revenue-generating activity

Factor customer expectations—based on conversations with reps and AEs during deal negotiations—into their strategy development and optimisation to accelerate revenue growth via renewal, cross-sell, upsell, and expansion motions.

Strengthening your GTM strategy with AI-powered revenue enablement software

“The best sales leaders and organisations take a multilayered approach consisting of action-centred insight and design, radical role simplification, and adaptivity by design, that drives performance without burnout,” according to Gartner.

And they do so by using cutting-edge AI for sales, marketing, enablement, and RevOps teams that empower each of these customer-facing teams to:

• Replace random training pushes with AI-generated lessons that target crucial gaps so your reps spend time on what moves deals, not filler.
• Use more than just sales scripts to engage leads. Supply them AI-backed content picks that fit the moment, the message, and the messy middle of complex deals.
• Turn every sales call into a coaching moment with AI that flags what to praise and what to polish. No highlighter pens or late-night rewatches required.
• Make sales onboarding less of a firehose and more of a fast track with AI that adapts lessons based on role, ramp, and what the rep already knows.
• Stop refreshing spreadsheets and start pinpointing revenue risks early with AI that connects signals across content, training, and meetings.
• Use the best AI sales tools to discover what your top reps are doing and help the rest of the team catch up, without turning every call into a case study.
• Let AI handle the admin work, clean up your content, and surface what’s still sharp so your team can stop clicking around and start moving faster.

Your company, like so many others, may either be dealing with AI adoption challenges or simply elevating your collective AI maturity level.

Whatever the case, just know these emerging tools aren’t going anywhere. In fact, they’re quickly becoming table-stakes technology. That makes evaluating the artificial intelligence software landscape to find the optimal solution(s) to steer your revenue enablement efforts the top priority for your GTM org today.

Common questions GTM leaders have about driving revenue growth today

Curious how other B2B companies are incorporating AI in their go-to-market approaches? Want to know which sales tactics, marketing techniques, and enablement-led plays contribute the most to big-picture revenue growth?

We’ve got answers to pressing revenue enablement questions that can help you share your strategy and, in time, enhance your reps’ sales performance.

Does a revenue enablement strategy help GTM teams adapt faster to changing goals and targets?

Revenue enablement brings structure to go-to-market workflows so teams can adjust priorities quickly and consistently across every region, segment, and channel. It connects training, content, and deal data GTM functions respond to new targets without confusion. Everyone focuses on achieving the same revenue goals.

How can revenue enablement improve cross-functional collaboration across go-to-market teams?

Revenue enablement creates shared priorities across GTM teams by linking programmes, tools, and workflows into one consistent system for daily decisions. It brings visibility to what sales, marketing, enablement, and customer success teams are working on, so no one duplicates work or slows down progress.

Why are more companies making revenue enablement part of their long-term growth strategy?

Revenue enablement helps teams increase revenue without adding more technology, people, or processes by making day-to-day selling more efficient and measurable. It improves business performance by connecting everyday rep activity to outcomes that impact pipeline, win rates, and EBITDA.

Which specific metrics actually show whether your B2B revenue growth strategy is working?

Focus on quota attainment, sales cycle time, and rep ramp rates across segments to understand if your B2B growth strategy is driving results. Track content usage, buyer activity, and BDR development to see where you’re gaining traction early. Analyse your marketing strategies’ and campaigns’ impact on pipeline. Evaluate customer retention and churn and factors that contribute to both KPIs.

What software can help better support consistent and predictable B2B revenue growth?

Revenue enablement platforms like Highspot help go-to-market and revenue teams stay aligned, productive, and focused by connecting content, training, and coaching to tangible business outcomes and organisational growth. It gives sales, marketing, enablement, and RevOps the ability to work together in real time. Workflows stay connected and fast, and metrics are easier to track and improve.

What are common blockers to sustained revenue growth across enterprise GTM orgs?

Disconnected systems, slow onboarding, inconsistent messaging, and wasted effort across sales, marketing, enablement, and RevOps are notable blockers. Revenue enablement addresses these issues by connecting strategy to daily work. Everyone stays focused on activities and initiatives that drive sales conversion rates.