Most GTM teams are adding AI. Almost none have the enablement for it.
Why an enablement audit is the smartest place to start.
AI is officially everywhere.
GTM leaders are rolling out copilots, piloting AI tools, and looking for any way to drive efficiency. Some are even considering replacing parts of their team with AI agents (without fully understanding the human workflows, adoption barriers, or enablement systems behind them).
The pressure is on - from boards, execs, and the market - to “do something with AI”.
But let’s be honest: most teams don’t have an AI strategy… they have AI experiments.
More tools ≠ better execution
The truth is, you don’t need another AI tool right now. You need clarity.
Because here’s the thing: AI doesn’t fix bad execution. It scales it.
If your teams don’t know the process, the messaging, the way to qualify, coach, or close - AI will just help them do the wrong thing faster.
That’s why I don’t start with tools. I start with a GTM Enablement Audit.
How enablement audit makes your AI strategy smarter
An enablement audit gives you a clear picture of what’s working - and where your GTM motion is breaking down.
Here’s 4 things it helps you uncover:
Where teams are guessing instead of following clear process
Where effort is duplicated manually across Sales, CS, Partnerships, and Marketing
Where valuable insights are being lost (in call notes, Slack, spreadsheets…)
Where reps are stuck searching instead of selling
That’s the kind of insight you need before implementing AI.
Otherwise, you’re automating chaos.
Where AI can make a difference
Let’s be clear: there are dozens of potential AI use cases in GTM, and more popping up every day.
But smart enablement leaders don’t try to automate everything at once. They start where AI can bring immediate value to the team - so adoption is natural, not forced.
When people see the value early, they’re more excited about what’s next. When they don’t? You get resistance, frustration, and “that tool we tested and never used again”.
Here are a few high-impact, low-friction places to start:
Call summaries for coaching -> Let managers skip the admin and focus on quality feedback
MAPs or QBRs auto-filled from CRM or deal notes
Live battlecards or talk track reminders triggered during sales calls
Onboarding progress tracking -> real-time visibility into new rep ramp
Content suggestions or follow-up prompts based on deal stage
This isn’t about shiny tools. It’s about using AI where it helps your teams right now - and build momentum from there.
AI doesn’t replace enablement. It relies on it.
If you’re just layering AI on top of GTM chaos, you’re not innovation - you’re guessing.
But if you take the time to audit your current execution, you’ll see exactly where AI can amplify what’s working - and where it’ll just create noise.
At Scaling Edge, that’s where I always start: audit first; then build; then scale.
The Enablement Handbook includes my full audit framework - free to download.
Curious where AI could actually move the needle in your GTM? Let’s chat.
