Cross-Functional Sales Enablement | The B2B Strategy Top Teams Are Using to Win in 2025 and Beyond

In this episode, Michelle Terpstra challenges one of the most ingrained assumptions in B2B organizations: that sales enablement belongs only to sales. Michelle reframes sales enablement as a company-wide advantagee—something that unites operations around a single strategy, rather than something that divides them. As buying journeys grow more complex and customer expectations rise, she makes the case that enablement must become the connective tissue of the entire revenue organization.

Drawing on industry research and her own real-world experience, Michelle explores how cross-functional enablement drives consistency, trust, and speed. She breaks down why unified messaging matters, how shared metrics change behavior, and how technology like AI is accelerating alignment across teams. This episode offers listeners a clear vision of what’s possible when everyone is aligned and empowered to win together.

Chapters
[Start] Why Sales Enablement Can’t Stay in a Silo: Michelle explains why the old enablement model no longer works and introduces the idea of enablement as a team sport.
03:27 The Rise of Revenue Enablement: Industry trends show how high-performing organizations are aligning all customer-facing teams under one enablement strategy.
10:38 Real Strategies and Real Results: Michelle shares her experiences leading enablement efforts and gives the low-down on what works and what doesn’t.
19:04 Coaching Corner & Rascal Wrap-Up: Michelle outlines concrete actions leaders can take to build their own cross-functional alignment process.

Links & Resources
Check out Alysio.ai. Book a demo and tell them Michelle from Revenue Rascals sent you.

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Show Citations: 
Highspot, State of Sales Enablement Report 2025 (cross-functional enablement unification)highspot.com
Arist, Revenue Enablement vs. Sales Enablement in 2025 (scope expanding to marketing, CS, product; “team sport” quote)arist.coarist.co
Allego & SBI Research (via Allego blog), State of Sales Enablement 2025 (18% cite silos; importance of aligning sales, marketing, enablement)allego.comallego.com
Gartner, CSO & Sales Leader Conference 2025 – Press Release (73% of CSOs prioritize existing-customer growth; need for unified cross-functional approach to deliver value)gartner.comgartner.com
GTM Buddy, Future of Sales Enablement: Trends (revenue enablement yields +35% retention and faster expansion)gtmbuddy.ai
Arist (citing GTM Buddy & GlobeNewswire), Revenue Enablement 2025 (AI in sales processes: +50% lead conversion, +30% productivity; AI in training: 3.3× boost in quota attainment growth)arist.co
Outreach, Content Committees: Aligning Messaging Across GTM Teams (content committee structure and impact on messaging alignment)outreach.iooutreach.io
SBI Growth, Enablement at a Crossroads – ATD SELL 2025 Insights (enablement as strategic partner co-creating with Product, Marketing, Ops)sbigrowth.com

Disclaimer: Some episodes of Revenue Rascals may include paid sponsorships or affiliate partnerships. We only feature brands, products, or services that align with our values and are relevant to helping founders, revenue leaders, and entrepreneurs grow. Sponsorships help support the show—opinions shared are always our own. 

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