Enablement Beyond Content [Flowla Research]

Enablement has become essential in every modern revenue team. But despite the growth in programs, playbooks, and tools, outcomes haven’t kept pace. Deals continue to stall, handoffs between Sales and CS stay disjointed, and reps spend more time managing admin than creating momentum.

Based on insights from over 100 enablement leaders, Enablement Beyond Content: 2025 Benchmark Report & Future Outlook captures the state of enablement today — and the shift underway toward a new model: Revenue Enablement 2.0. Unified, AI-powered, and signal-led, it’s a system designed to turn visibility into velocity and consistency into growth.

This report explores where teams stand, the barriers slowing them down, and how the next generation of enablement leaders are building systems of motion for the future.

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Key takeaways

• Enablement is broadening, but not maturing

64% of organizations now say their enablement strategy spans all revenue teams — but fewer than 1 in 4 describe themselves as truly unified and AI-powered.

• The mid-funnel is the biggest roadblock

50% of leaders said deals most often stall in the “messy middle,” roughly double the share who pointed to top-of-funnel or renewal stages.

• Consistency beats content

60.9% identified low playbook adoption and inconsistent rep behavior as their #1 challenge — far outweighing tool sprawl or lack of visibility.

• Signals aren’t getting actioned

While 86% track deal progression and meeting activity or email engagement, only about 1 in 5 rate themselves strong at turning signals into next steps.

• Stacks are heavy, automation is light

60% use multiple enablement tools and most report solid adoption rates, but over half say their revenue processes are only 5–6 out of 10 automated.

• AI expectations are shifting

Nearly 55% want AI for deal coaching and insights, compared to just ~20% who prioritize auto-drafting follow-ups.

• Productivity and consistency are top of mind

When asked about their #1 priority for 2025, 42.3% chose boosting rep productivity and 34.6% chose driving revenue consistency.