11 Sales Enablement Trends to Watch for in 2025 and Beyond
Sales enablement is relatively new in the long history of business. Its origins are often traced back to 1999 when John Aiello and Drew Larsen saw a need to improve the effectiveness and efficiency of sales reps.
In the past 25 years, sales enablement trends have evolved significantly. This evolution has been driven by many factors, including technological advancements and shifting B2B buying habits and behaviors.
The pace of change isn’t expected to slow down. Sales enablement practitioners must be ready, willing, and able to observe sales enablement market trends and adapt their strategies and programs accordingly.
But what can we expect in the coming year? Let’s explore 11 key sales enablement trends shaping the industry in 2025 and beyond.
#1: B2B buyer expectations will grow and evolve
B2B buyers are a tough bunch.
They expect relevant, engaging, and personalized content and experiences throughout the purchase journey. In fact, research tells us that for most B2B buyers, experience matters just as much as products or services.
Furthermore, B2B buyers do plenty of research on their own before contacting a sales rep. When they do reach out, they expect the rep to understand their needs and act as a trusted advisor. Yet, 59% of B2B buyers say most sales reps don’t take the time to understand their goals.
Now, more than ever, revenue enablement teams must equip sellers with the right tools, training, and information to meet customers’ expectations and earn their trust.
#2: B2B sales will increase in complexity
There’s no denying that B2B sales are a lot more complex than B2C sales. Research from Gartner found that over three-quarters of B2B buyers rate their last purchase as very complex or difficult.
One factor contributing to the complexity of B2B sales is the number of people involved in a purchase decision. According to Gartner, the typical B2B buying committee includes up to 10 stakeholders, and each person typically consults four to five sources of information. It’s no wonder things get complicated.
Sales reps who leverage depend on digital sales rooms to achieve this goal. With a digital sales room, every buying committee member will have a single source of truth for information and content relevant to their needs. This will simplify the sales journey – and accelerate deal cycles.
#3: Digital selling skills and tools will be more important than ever
Today, a large (and growing) portion of deals are completed without the buyer and seller ever setting foot in the same room.
This trend is expected to continue – and accelerate. In fact, Gartner predicts that by 2025, 80% of B2B sales interactions between buyers and sellers will occur in digital channels.
By 2025
Increasingly, B2B buyers are navigating the purchase journey digitally. But that doesn’t mean the sales rep’s role will become obsolete. It’ll just evolve.
According to Gartner, B2B buyers are nearly two times more likely to complete a high-quality deal when they engage with vendor-provided tools in partnership with a sales rep, rather than navigating the journey on their own.
#4: One-size-fits-all sales enablement will (finally) get kicked to the curb
By now, we all know that sales enablement can significantly impact the metrics that matter most to your business, including quota attainment, conversion rates, and revenue growth (among others). But not all sales enablement is the same.
In the past, many revenue enablement teams developed and delivered content and resources without much insight into what teams needed. A report from 2024 found that a mere 40% of C-level executives said they could identify rep strengths and weaknesses for customized training.
Recent research found that only
But this one-size-fits-all approach to sales enablement has never worked. Sellers waste their time on training and enablement that isn’t relevant to them, and many still lack the knowledge and resources they need.
In 2025, more businesses will abandon one-size-fits-all enablement and work to deliver revenue enablement personalized to each member of the go-to-market team.
It all starts with defining what skills and competencies are needed for each role on the revenue team. Then, enablement teams can measure each seller against the appropriate ideal rep profile, identify their weaknesses, and work to deliver tailored training and learning paths that help them improve their skills and behaviors.
#5: Revenue teams will leverage AI to deliver tailored coaching at scale
Quality, consistent coaching helps every sales team member reach their full potential. There’s data to back that claim. A recent analysis shows that top-performing sellers receive four times more coaching than the average sales rep.
Top-performing reps receive
However, traditional sales coaching practices are labor intensive, and sellers are left with no choice but to wait for their manager’s feedback.
In the year ahead, we’ll see innovative organizations leveraging artificial intelligence to deliver targeted, real-time coaching at scale. At these organizations, sellers will engage with AI role-plays, which allow them to practice their skills in realistic sales scenarios with a dynamic, AI-powered bot.
AI will deliver real-time qualitative and quantitative coaching to the rep, which they can use immediately to improve their behaviors. That means sales reps will have the feedback they need to improve their behaviors and won’t have to wait around for their manager to deliver it.
#6: More businesses will make the transition to revenue enablement
Sales enablement can significantly impact sales productivity and performance, so it’s no wonder that most organizations invest in sales enablement teams and technology.
But sales teams aren’t the only ones involved in growing revenue. Instead, it’s a team effort involving your customer-facing roles, including sales, marketing, customer success, and customer support. Equipping these teams with the tools, knowledge, and information they need to deliver outstanding customer experiences is important.
In the coming year, we’ll see many organizations expanding their enablement efforts to include all go-to-market roles. By embracing revenue enablement, these organizations will be better equipped to drive predictable revenue growth through a variety of strategies including acquisition, retention, and expansion.
#7: Enablement teams will tap into AI to develop and deliver programs faster
Change is constant. Products, markets, and customer preferences are constantly in flux. Sales enablement teams are under pressure to deliver and deploy programs that ensure their teams can keep pace with change.
But creating new sales enablement modules and programs can be challenging and time consuming – especially when teams are lean and resources are stretched thin. On average, it takes 3-4 weeks to launch a new program from scratch.
In the future, innovative revenue enablement teams will tap into AI to develop and deliver new enablement programs in hours (or even minutes), rather than weeks.
#8: Sales teams will be empowered with just-in-time self enablement
Traditional training and sales enablement tactics may be effective but are often labor-intensive. Enablement teams (in collaboration with sales and marketing) spend time creating content and resources and training sellers so they know how to use the resources available to them. What’s more, enablement teams and subject matter experts must be on call to answer sellers’ questions and help them overcome barriers to success.
Revenue teams will empower their teams with just-in-time self-enablement in the coming year. This approach will allow customer-facing teams to easily find the information and answers they need whenever and wherever a need arises. They won’t have to rely on others to get what they need.
Just-in-time self-enablement will accelerate sales cycles and remove friction in the purchase journey. That means sellers will be able to close more deals faster.
#9: AI will enable reps to spend more time selling
The more time a seller can devote to engaging with buyers, the more deals they’re likely to close. It seems obvious, right?
But research found sales reps spend a mere 30% of their time selling during the average week. The remainder of the time is spent on time-consuming admin work and internal meetings.
Reps spend just
In 2025, innovative revenue enablement teams will leverage AI to help sales reps streamline (and even automate) time-consuming but necessary work. For example, AI will deliver content recommendations to sellers so they don’t have to spend time searching for the right assets. Or, generative AI will compose a first draft of an email to a prospect so the seller doesn’t have to start from scratch.
By streamlining and automating time-consuming, tedious tasks, sellers will have more time to engage with buyers and close deals.
#10: Organizations will trade point solutions for integrated sales enablement platforms
Revenue leaders understand the importance of equipping their sellers with the right tools and technology. But it’s easy for things to get out of hand.
In the past, it was common for organizations to invest in point solutions that addressed a single sales enablement need or pain point. This led to bloated sales technology stacks – and overwhelmed sales reps. Recent research found that nearly seven in 10 sales reps feel overwhelmed by the number of tools they’re expected to use.
In the coming year, nine in ten sales organizations plan to consolidate their tech stack. One key way they’ll do this is to trade point sales enablement tools for an integrated sales enablement platform. With this approach, sellers will still have the tools, information, and content they need for success – but they’ll be able to access it all from one source of truth. That means they can spend less time searching for what they need and more time engaging with buyers.
#11: Enablement teams will (finally) make sense of all that data
Sales enablement strategies should be rooted in data, not gut feelings. But historically, compiling data – and making sense of it – has been a struggle.
By trading point solutions for an integrated revenue enablement platform, enablement teams can finally find the data they need to prove ROI, identify what’s working, and figure out what needs to be optimized. AI can even deliver recommendations on what actions to take based on the data and analytics.
Why should you care about these sales enablement trends?
Sales enablement aims to equip sellers with the knowledge, content, and tools they need to deliver great experiences that convert buyers to customers. But the B2B landscape is always changing. That means the sales enablement strategy you built a year ago may be ineffective.
Keeping a pulse on revenue enablement trends is key to ensuring your strategy and programs keep pace with rapid change. If you don’t, your sellers won’t be properly equipped to meet the needs of modern buyers, and you’ll find yourself losing business to a competitor that’s more focused on customer needs.
Is your strategy keeping up with sales enablement trends?
Technology plays a key role in the success of your sales enablement strategy. With the right sales enablement technology, your enablement team (and your sellers) can always stay one step ahead of the latest sales enablement trends.
Mindtickle is an integrated revenue enablement platform that empowers organizations to build and deliver personalized enablement that increases sales productivity and performance.
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