Execution is the new growth engine: why enablement must drive revenue
Revenue per employee is the new north start - and misaligned execution is killing it.
The growth game has changed
We used to celebrate headcount growth like a badge of honor. But the era of "add more people to hit plan" is over. With AI reshaping the playing field, capital efficiency is now matters more than headcount.
PwC's June 2025 barometer shows the most AI-exposed industries are seeing three times higher growth in revenue per employee compared to less-exposed sectors. Tools like AI ensure fewer hands can do more - yet most GTM strategies still fail in the field, not on paper.
Execution has become the real growth engine. Enablement needs to take the wheel.
Enablement can no longer be reactive
Historically, enablement meant onboarding decks, reactive training, and ongoing firefighting. But the real blockers aren't lack of content - they are adoption and alignment,
When teams don't adopt, execution falls apart. Enablement doesn't need to own strategy or content, but it does need a seat at the table - so it can surface gaps and champion true adoption from day one.
Execution fuels scalable success
Structure, clarity, adoption - that's the new enablement playbook.
Consistent adoption is the new ROI lever. Studies show organizations with strong enablement deliver 8% more quarterly revenue and 84% more reps hit quota. That's the difference between a launch day and long-term traction.
Enablement's new role:
Be at the decision table from day one
Shape how strategy translates into daily actions
Ensure every new initiative is adopted in real time
As I discussed in the latest podcast episode What's Broken in GTM and How To Fix It, the missing link isn't more strategy - it's how to make it happen.
So what? What now?
CROs: rethink rollout strategy - execution accountability matters more than ever
Enablement professionals: claim your seat - enable strategy adoption from inception.
Execution is the new growth engine. Enablement is uniquely positioned to drive it.
