The Execution Gap: Elevating the Enablement Practitioner to Secure Revenue

Companies spend millions on sales teams and technology, and the enablement side is sometimes forgotten or deprioritized. This execution gap proves that tactical enablement is a significant threat to maximizing corporate investments. 

SBI’s Ray Makela and Revenue Enablement Society (RES)’s Christopher Kingman tackle the tactical execution trap. The pair explains the predictable failure of sudden promotions, and they demonstrate how a structured curriculum prepares professionals for immediate strategic impact. 

The duo details the launch of the Certified Revenue Enablement Professional (CREP) program by the Revenue Enablement Society (RES). They outline the necessity of academic rigor and the process for building strategic C-suite alignment. 

Key insights:

• The promotion fumble: A sudden shift into a leadership role without a comprehensive framework leads to a predictable failure.
• Practitioner-led curriculum: The CREP certification relies on field-tested standards from a diverse Academic Council to ensure practical application.
• Strategic execution: Enablement professionals must elevate their function to drive revenue goals and protect massive corporate investments.
  

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