And I’ve spent my career building the systems that break it.

Most organisations aren’t losing revenue because their sellers lack effort. They’re losing revenue because their internal capability has fallen behind the pace of external change. Buyers have evolved. Sales cycles have lengthened. The old playbooks no longer close deals.

The result is a quiet crisis: enablement functions working hard, producing content, running training, hitting completion targets — while the commercial numbers stay stubbornly flat.

That pattern is fixable. But only if you diagnose the right problem first.