The Revenue Leadership Podcast with Kyle Norton E34: Why Enablement Is the Most Overlooked Growth Lever with Luke Arno, CRO of Transcend
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May 28, 2025 Luke Arno, the Chief Revenue Officer at Transcend and seasoned expert in SaaS sales, shares how enablement is the often-missed key to driving sales productivity. He unveils his three-part framework for effective enablement—onboarding, ongoing development, and in-the-moment strategy. The conversation dives into hiring strategies, measuring enablement's impact, and fostering a culture of accountability and coaching. Luke also discusses aligning sales and marketing for success, and introduces the 'CRAMPS' framework to improve employee engagement.
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Luke's Enablement Journey
- Luke Arno learned the impact of enablement early at Salesforce, trained by Doug Landis who is highly respected in the field.
- He carried this knowledge through his career at Box, Segment, and now Transcend to build effective enablement programs.
Enablement Drives Sales Productivity
- Invest heavily in enablement because it multiplies your sales productivity and directly boosts revenue.
- Measure sales productivity improvements, onboarding acceleration, and pipeline growth to prove enablement's ROI.
Why Enablement Is Overlooked
- Enablement is underinvested because its impact is indirect and reps get most credit whereas enablers build the foundation.
- Investing only in reps assumes they will perform without structured process and coaching, which is a flawed approach.
