

E34: Why Enablement Is the Most Overlooked Growth Lever with Luke Arno, CRO of Transcend
66 snips 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.