Matt Cannuli

Enablement is underperforming not because teams lack content, tools, or effort. It underperforms because there is no operating model, no system of enforcement, and no measurable linkage to revenue outcomes.

A leadership team recently told me they wanted to invest heavily in AI to improve forecasting. Before we talked about AI, I asked different questions. Q. "Are your sales stages and forecast categories defined and understood by the team?" A: "No" Q: "Are your teams and systems aligned across your revenue lifecycle"? A: "Not sure" Q: "How would you describe your CRM data quality?" A: "It's terrible" At that point, the AI discussion became secondary. Because AI was not the problem. And it...

Revenue is not created through sheer effort. It is created through verifiable progression. More activity does not fix a weak pipeline. It simply hides it.