Top Trends in Enablement Platforms and What’s Next for GTM (mid-2025)

1. Consolidation Accelerates in GTM

The Clari–Salesloft merger this summer was the first major consolidation in go-to-market tech. But it won’t be the last.

Why? Because platform overlap is growing:

• Gong is expanding into AI role-playing and coaching.

• Enablement platforms are building conversation intelligence tools.

• RevTech providers see enablement as the missing workflow link connecting insight, automation, in-the-moment enablement, and knowledge delivery.

👉 Takeaway: The category lines are blurring. Expect a wave of acquisitions and platform convergence in the next 12–24 months.

2. The Death of Point Solutions

Point tools are under pressure:

• Deal rooms without CMS-level capabilities risk being replaced as content management sprawls.

• AI role-playing tools are getting absorbed into LMS platforms, or spun up internally by IT for free.

👉 Takeaway: Single-function tools will struggle. The platforms that win will unify workflows instead of adding friction.

3. The Return of the LMS to HR

For years, CMS platforms tried to bolt on LMS via acquisitions. But most failed to meet HR’s compliance, certification, and reporting needs.

Now we’re seeing a reversal:

• Companies are re-centralizing LMS under HR-owned systems like Docebo and Cornerstone.

• GTM teams are left with content and enablement platforms, while HR maintains compliance learning.

👉 Takeaway: Expect a sharper split: HR owns compliance, GTM owns performance enablement.

4. IT Is Back in the Deal

For many years of the SaaS explosion from 2016 - 2023, department heads drove buying decisions. But after too many failed rollouts and the rise of company-wide AI strategies, IT is firmly back in control.

• IT is now involved in ~80% of pre-sales conversations.

• They want to know not just what your tool does for sales, but:

  • How it fits into the enterprise strategy

  • Whether it scales with AI readiness, compliance, and security

  • How it integrates with the broader tech stack

👉 Takeaway: If you’re not prepared to speak IT’s language, you’re already behind.

5. The Buy vs. Build Debate in AI

It’s not Big Tech threatening enablement platforms, it’s internal IT teams, convinced their chatbot will solve your sales, enablement, and revenue challenges.

But scratch the surface, and cracks appear fast:

• How do they rank conflicting resources?

• How do they keep information up to date?

• How do they help sales leaders understand rep needs?

• What actions can reps take beyond copy/paste?

And then reality hits:

• Connecting content is just the start—teams still need tracking, dashboards, and more.

• Reps complain about hallucinations, so devs tweak algorithms.

• Your request for insights gets buried in the backlog.

• Reps end up juggling 10 different chatbots, each with its own dataset and algorithm.

👉 Takeaway: Even when homegrown bots “work,” they deliver only a fraction of the value—and create a fragmented experience. The smarter play is vertical, API-first enablement platforms built to interoperate.

Trends That Haven’t Happened Enough

Not every shift is happening at the pace expected.

⚡ AI as an evaluation criterion

I expected AI-readiness to be a top buying factor by now. Instead, many buyers don’t know how to evaluate it. They fall back on “what they know” versus “where the market is going.” We need more education here (I started exploring this in Chapter 5 of my book—e.g., Knowledge Graphs vs Vector Knowledge, LLMs vs NLP vs RAG).

⚡ Reps and frontline managers in buying decisions

Between 2019–2023, many GTM teams bought flashy tools that failed because reps never adopted them. Yet too often, rep and manager voices are still missing early in evaluations.

Adoption isn’t a “nice to have”, it’s the ROI engine. If it doesn’t fit the rep workflow, it won’t get used. And without adoption, features don’t matter.

👉 Takeaway: Involving frontline voices early should be non-negotiable.

Where Modern Enablement is Heading

The traditional enablement model—static PDFs, portals, and bolted-on LMS—has hit its limits. Modern go-to-market teams operate in a faster, more complex environment where sales reps can’t afford to waste time digging for answers or toggling between disjointed tools. The future of enablement is defined by four core pillars: contextual delivery, modular content, unified experiences, and intelligence.

1) Contextual, In-Flow Delivery

1. Modern sellers expect the same seamless experiences at work that they get as consumers. Just as Google surfaces the right answer instantly, modern enablement platforms need to proactively deliver the right content, guidance, or training exactly where the rep is working—whether that’s Salesforce, Outreach, Gmail, Slack, or a call recording. This eliminates the need for portal logins or digging through folder hierarchies and ensures guidance is consumed in real time, not after the fact.

Instead of static links, platforms should leverage in-app delivery and AI-driven recommendations to suggest content contextually. For example, a rep opening an opportunity in Salesforce could automatically see the latest competitive battle card, pricing updates, or call script relevant to the deal stage.

2) Modular and Adaptive Content

Long-form PDFs and static playbooks are relics. Modern enablement platforms embrace a modular content architecture that breaks information into flexible, bite-sized pieces (like cards or snippets). These modules can be reused across multiple workflows and dynamically updated. A single edit cascades everywhere that snippet appears, eliminating duplication and content decay.

This modularity allows enablement teams to adapt content for different audiences (e.g., SMB vs. enterprise, new hire vs. veteran) without reinventing the wheel. It also supports real-time updates: when a product changes, a single snippet update pushes guidance instantly into all relevant contexts.

3) Unified Experience with Governance and Analytics

Instead of cobbling together LMS, CI, CMS, and coaching tools with inconsistent UIs, modern enablement platforms focus on delivering a unified, consistent user experience across all capabilities. This ensures reps aren’t learning one interface for training, another for content, and another for call coaching. It also allows admins and leaders to see comprehensive analytics in one view: which content is used, which call behaviors correlate with success, which reps are behind on training—all tied back to revenue outcomes.

Governance also becomes critical at scale. The future of enablement includes AI-driven governance features to ensure that content is both secure and accurate, especially when shared across internal and external audiences.

The Future Vision: Seamless, Intelligent Enablement

The next generation of enablement isn’t about building a bigger portal—it’s about eliminating friction and bringing enablement to the rep, not the other way around. Platforms like Spekit exemplify this evolution:

• In-app, AI-powered delivery of knowledge directly inside Salesforce, Slack, and other tools.

• Modular, reusable content that stays fresh and relevant automatically.

• A unified UI and analytics layer for visibility across content, training, and call insights.

• Governance and flexible integrations 

The result is higher adoption, faster ramp, and scalable enablement that aligns with how modern GTM teams actually work.

Spekit: The Modern Enablement Platform alternative

Spekit is the modern sales enablement platform that functions as your unified sales content and learning system. It’s designed to eliminate content chaos and empower your reps in their moment of need with AI Sidekick™, your Just-in-Time Sales Assistant™.

AI Sidekick uses contextual AI agents to understand your reps’ precise needs, surfacing personalized coaching, messaging support, answers, and learning. By enabling them in the flow of work™, AI Sidekick helps reps effortlessly prepare for calls, follow-up, or create tailored deal rooms and buyer experiences—leading to faster deal execution, stronger buyer relationships, and reduced ramp times.

This powerful just-in-time enablement approach is backed by comprehensive sales content management capabilities that unite the best of DAP, KMS, CMS, and LMS features. With a robust centralized repository, AI editing and governance features, and a built-in change management solution, enablement and marketing teams can effortlessly combat content decay and ensure consistent messaging. Beyond AI-powered content automation and delivery, Spekit provides granular analytics on content consumption and buyer engagement to optimize strategy and revenue attribution.

In other words, Spekit gives you both:

• A centralized, well-governed content hub for organizing and maintaining all your sales and enablement materials.

• A just-in-time delivery engine that brings that content to your reps automatically, exactly when and where they need it.

Final Word

The top trends in enablement platforms point to a market that is consolidating, IT-driven, and AI-infused. The winners will be platforms that:

• Span the end-to-end workflow from insight to enablement

• Deliver depth in rep-first usability

• Prove adoption and ROI at scale