In today’s high-stakes go-to-market (GTM) environment, success isn’t defined by having the best product or service. Rather, it’s defined by the ability to execute—consistently, cross-functionally, at scale, and in a way that delivers exceptional experiences to increasingly demanding buyers.
Yet, this is exactly where many GTM teams fall short.
The go-to-market strategies look great in planning decks. The messaging sounds compelling in all-hands sessions. But when it’s time to land that strategy in the field, something breaks.
Sound familiar?
Sales, marketing, and revenue leaders are asking more of their teams than ever:
- Adopt new tools faster.
- Hit growth targets sooner.
- Deliver results under increasing pressure.
But the systems needed to support this pace of change are either missing or multiplying without alignment. Functions are misaligned. Content is scattered. Coaching is inconsistent. Enablement remains reactive.
New artificial intelligence (AI) vendors are making bold promises, and it’s easy to get drawn in. But adding another tool won’t fix your go-to-market motion, if there’s no clear definition of success, or alignment on how to get there.
What most teams need isn’t more technology. Instead, they need a shared understanding of impact, and a practical, coordinated path to achieve it.
That’s why go-to-market enablement, once viewed as a nice-to-have, has become a critical lever for driving revenue performance—but only when it’s done right. That means it must be embedded in the day-to-day, aligned to commercial priorities, and built to drive measurable impact.
- Done poorly, GTM enablement is just another support function.
- Done well, it becomes the system that turns strategy into action—changing how teams operate and giving reps clarity, leaders visibility, and the business real outcomes.
The cost of getting it wrong is already showing up in the data.
- Recent Salesforce research found sales reps spend up to 70% of their time on non-selling activities.
- A 2023 Peaksales study found nearly half give up on a deal after one follow-up, even though most deals take five.
- Highspot’s State of Sales Enablement Report 2025 found more than half of companies still struggle to deliver consistent coaching.
These are not minor gaps. They’re systemic execution failures—and they’re costing companies real revenue.
At the same time, AI is becoming impossible to ignore. Our Highspot’s 2025 sales enablement research also found 90% of go-to-market teams say they’re either already using AI or plan to within a year.
That momentum is real. But it’s also incomplete. Adoption isn’t the same as impact. And if AI isn’t embedded in the right places—in the workflows, coaching, and decision-making—it quickly becomes another disconnected initiative.
Imagine mapping the steps of your sales cycle and asking, “Where could AI help a rep move faster, follow up better, tailor a pitch more precisely, or feel more confident walking into a room?”
That’s the potential—but many teams haven’t built the systems to realise it.
This is where strategic enablement steps in—not as a department, but as a business capability, and true change agent.
Go-to-market enablement’s role today is to bridge the power of AI with the human skills that drive lasting adoption: empathy, collaboration, and influence. It’s also about leveraging systems that align cross-functional teams, ensure consistent execution in the field, and create accountability around measurable outcomes.
This kind of enablement starts with a clear understanding of where you are and where you need to go.
That’s why we created the AI Maturity Model: a phased, grounded approach that helps GTM teams assess their current state, understand where AI is actually helping (or not), and build a roadmap to turn AI into a real source of competitive advantage.
For some go-to-market functions, that might start with improving search and surfacing the right content. For others, it begins with embedding AI in coaching conversations or sales plays.
The point isn’t to reach full maturity overnight. It’s to make progress with purpose.
When GTM enablement is done right, the results speak for themselves. Take Visa:
- The digital-payments leader built a scalable accreditation program that helped its global sales force apply knowledge in real-time scenarios.
- With AI-powered coaching and feedback, the company cut pitch refinement time to just 30 minutes, increased engagement by 17%, and achieved consistent messaging at scale.
That’s go-to-market enablement not as support, but rather as a multiplier.
And if nothing changes? Companies will keep investing in disconnected tools, exhausting their sellers, and struggling to show the business value of enablement efforts. Meanwhile, competitors who operationalise AI and align their teams around execution will pull ahead.
For GTM leaders ready to act, the AI opportunity ahead of their organisations is massive.
We’re hosting a series of AI Maturity Workshops to help go-to-market teams take the first step, assessing their current maturity, identifying the highest-impact use cases, and building a roadmap toward performance at scale.
This isn’t about chasing innovation for its own sake. It’s about putting the right systems in place to turn innovation into impact.
Let’s make it happen, together.
