The Most Underfunded Function
Sales enablement — the practice of equipping sales teams with the content, tools, training, and intelligence they need to engage buyers effectively at every stage of the purchase process — is the most underfunded function in most Indian enterprises relative to its return on investment.
What the Data Shows
Highspot's 2025 Sales Enablement report found that organisations with formal enablement programmes achieve 49% higher quota attainment rates than those without. Forrester found that companies investing in sales enablement grow revenue 1.5x faster than those relying on ad hoc training and content distribution.
What Under-Investment Looks Like
- Salespeople spending 30% of their selling time searching for the right case study, proposal template, or pricing information
- New hires taking 9-12 months to reach full productivity because onboarding is unstructured
- Competitive objections answered inconsistently across the sales team
- Product positioning varying by salesperson rather than reflecting a coherent company narrative
Platform-Supported Enablement
In India, the enablement gap is particularly pronounced in mid-market B2B companies that rely on experience transfer — new salespeople shadowing established ones — which scales poorly. The modern enablement function is platform-supported: Seismic, Highspot, and Mindtickle (an Indian company that has become a global leader in revenue enablement software) all provide centralised content management, training delivery, conversation intelligence, and readiness certification.
Key Takeaway
Every percentage point improvement in quota attainment across a 20-person sales team is recoverable investment. The enterprises treating enablement as discretionary are making their quota targets harder to hit every quarter.
