Want to fix your GTM? Start with an enablement audit
Because building more won’t help if you don’t know what’s broken.
It’s planning season.
GTM leaders are reviewing the year, updating Q4 goals, and asking the usual question:
“What do we need to fix?”
The instinct is to build something: new onboarding, new messaging, new tools… But if you don’t understand where the real friction is - you’re just guessing.
Most teams build without diagnosing first
In nearly every engagement I’ve worked on, the symptoms are the same:
training launched, but adoption is low
content exists, but reps don’t use it
tools bought, but not integrated into the workflow
coaching exists, but doesn’t reflect the GTM strategy
Why does this happen? Because execution is misaligned, and nobody’s mapped it clearly.
The “we need a certification program” trap (or any other enablement assets we can think of)
Here’s a real example.
A sales leader once told me: “We need a pitch certification… something formal, with scoring and badges”
We spent weeks building it. Decks, rubrics, recordings, practice sessions - the whole thing. It launched. Reps completed it. Everyone felt accomplished. But here’s the problem: it didn’t impact revenue, at all…
Because the real issue wasn’t the pitch. It was qualification. The pipeline was full of misaligned deals: wrong personas, wrong needs, wrong timing… So reps were wasting time pitching to people who were never going to buy. We addressed a visible problem… but missed the real one.
Why? Because we rushed into the request without doing an audit first.
What an enablement audit actually is (and isn’t)
An Enablement Audit isn’t a report or a status update. It’s you’re execution x-ray. It gives you a clear, structured view of:
where teams are wasting time
where handoffs are broken
where duplicated effort is hiding
where your onboarding, coaching, and process don’t match the actual GTM motion
You don’t need to guess. You need visibility.
5 things a good audit includes
✓ Map the GTM journey -> how do buyers and partners actually move?
✓ Assess key touchpoints -> what’s defined? what’s working? what’s missing?
✓ Interview stakeholders -> Sales, CS, Marketing, Ops, Managers…
✓ Spot patterns -> misalignment, duplication, content gaps
✓ Prioritize action -> what will unblock execution right now?
This is where enablement starts to become strategic - not reactive.
Why Scaling Edge starts with an audit
I don’t build onboarding, training, or enablement programs without one. Because otherwise, I’m just guessing - and so are you.
Whether we’re solving adoption, designing onboarding, or preparing for a GTM shift, the first step is the same: get clear on what’s actually broken, then fix it.
The Enablement Handbook includes my full audit framework.
Want help running one inside your team? Let’s talk.
— Ambre
