What’s Next for Sales Enablement in 2025?
The sales enablement landscape in 2025 is evolving faster than ever, driven by advancements in technology, shifts in buyer and seller expectations, and the increasing demand for seamless, data-driven solutions.
This transformation is reflected in the surging sales enablement platform market. Valued at $5.23 billion in 2024, it is projected to grow at an impressive CAGR of 16.3% from 2025 to 2030, according to Grand View Research. This growth highlights the rising dependence on innovative enablement tools and strategies like AI integration and personalized learning, which are redefining how sales enablement operates.
As we look ahead to 2025, the sales enablement industry is poised for transformative change, as well as growth. From the rise of AI-powered sales tools to a renewed focus on personalized training, holistic revenue enablement, and sales coaching, the future promises to bring both challenges and opportunities.
To help you navigate what’s coming, we gathered insights from Allego’s top leaders. Their predictions highlight the trends, tools, and strategies that will define sales enablement in 2025—giving you a roadmap to stay ahead of the curve. Whether you’re focused on improving the buyer experience, enhancing seller performance, or leveraging the power of AI, these insights will inspire your next move.
Ready to see what the future holds? Let’s look at what Allego’s leaders predict for sales enablement in 2025—and learn how to stay ahead in this dynamic landscape.
7 Trends Impacting Sales Enablement in 2025
Sales enablement in 2025 will be defined by innovation, integration, and a laser focus on both buyer and seller experiences. As technology advances and buyer expectations evolve, enablement leaders must adapt to stay competitive. From the rise of AI-powered tools to the shift toward holistic revenue enablement strategies, these predictions highlight the key trends that will shape the future of sales enablement.
1. Digital Sales Rooms Will Transform Buyer Experiences
The buyer-seller relationship is undergoing a significant transformation. In 2025, digital sales rooms (DSRs) will continue to grow as the preferred interface for collaboration between buyers and sellers—before, during, and after sales engagements, predicts Yuchun Lee, CEO and co-founder of Allego.
Deniz Olcay, VP of Marketing at Allego, agrees. Buyers will expect a personalized, collaborative digital space where they can access tailored content, track deal progress, and communicate directly with sellers. DSRs provide that, and in 2025 those digital rooms have even more features.
For example, DSRs with AI integration “will provide predictive analytics, highlighting engagement trends and giving sales reps actionable insights to accelerate deal closure,” he says.
Lee also predicts DSRs will soon have interactive buyer engagement tools embedded within them, such as ROI calculators, maps to branch offices, and quoting portals. These tools won’t just streamline workflows—they’ll also provide a hyper-personalized buying experience, giving buyers exactly what they need, when they need it.
This shift isn’t just about convenience; it’s about empowerment. Sellers will gain unprecedented visibility into buyer preferences and behaviors, enabling them to engage customers on their terms. “Businesses will optimize the experience based on how each customer wants to be engaged: what, when, and how,” says Lee. The result? A faster, more seamless buying journey that saves time for both parties.
Those may sound like nice-to-have experiences, but Olcay says they will become must-have. “Companies that fail to adapt to this digital-first approach risk losing market relevance,” he warns.
2. The Seller Experience Will Become a Key to Sales Success
Laurie Long, Chief Customer Officer at Allego, emphasizes the other side of the equation: the seller experience. She says enabling sellers to succeed will be a top priority in 2025. As part of that, revenue enablement professionals must ensure sellers can quickly and easily leverage technology to differentiate their company, product, and themselves.
“Enablement cannot be about completing required tasks—aka taking your medicine,” she says. “It will be about accelerating sales success and meeting sales reps where they are.”
To achieve this, organizations must rethink how they measure success. Long predicts the term “user adoption” will fade away, replaced by sales metrics that link enablement tools directly to revenue results and seller performance.
“Outside of tech vendors and enablement teams, no one cares who uses the software,” Long explains. “Leaders care about who is hitting their number—which sales reps stand out in terms of performance and their ability to deliver results. Therefore, positioning revenue results, seller benefits, and peer success will be the talk tracks of enablement teams, as they link results to usage and managers draw actionable insights from the sales enablement platform their team uses.”
The goal for 2025 is clear: enable sellers to stand out and succeed while delivering exceptional experiences for buyers.
3. We Will See the Rise of Holistic Revenue Enablement
Sales enablement in 2025 is evolving into a unified strategy that connects every customer-facing team—sales, marketing, and customer success. This shift to holistic revenue enablement, expected to strengthen in 2025, reflects growing demand for seamless buyer experiences.
“The shift from sales enablement to comprehensive revenue enablement will solidify,” says Olcay. By integrating messaging and operations across teams, companies can streamline the buyer journey while optimizing results.
Olcay further predicts that “companies will adopt platforms that consolidate multiple tools into single ecosystems, reducing complexity and improving ROI.” These all-in-one solutions will replace fragmented systems, making it easier for teams to collaborate and deliver value-driven customer interactions.
Erik Fowler, Chief Revenue Officer at Allego, agrees that we’ll see continued consolidation of revenue enablement tools. He points to the demand for fewer “panes of glass” as organizations seek streamlined platforms that empower sellers. Fowler adds, “Companies, like Allego, that can provide a purpose-built, all-in-one suite will lead the way in 2025.”
The rise of holistic revenue enablement will redefine how companies approach customer engagement. By breaking down silos, integrating tools, and leveraging AI, businesses will create a cohesive, efficient ecosystem that drives better outcomes for buyers and sellers alike, Olcay and Fowler say.
4. Personalized Learning Will Redefine Training and Development
In 2025, training and development will shift dramatically toward personalization. Organizations will prioritize tailored learning experiences that address the specific needs of each seller.
Lena Finch, Senior Director of People & Culture at Allego, highlights the demand for flexibility as a key reason for personalized learning paths. “Today’s workforce is curious and seeks learning opportunities integrated into their daily work,” she says. “These paths will help sellers master skills such as persona engagement and sales techniques, and they will enable them to quickly adapt to market changes.”
In addition, personalized learning paths will be key to reducing ramp-up time for new hires and boosting overall performance. Finch explains that these paths provide just-in-time training to help sellers overcome challenges as they arise. “Sellers are managing multiple personas and evolving buyer needs,” she says. Personalized development plans will equip them to succeed in a fast-changing environment.
Lee takes it a step further by linking training effectiveness to business outcomes. “The convergence of training in the enablement space allows businesses to put in place a skills framework that connects to CRM-based results,” he says. For the first time, organizations will see the correlation between specific training programs and outcomes like sales performance or customer service scores.
This data-driven approach will also eliminate the inefficiencies of traditional “check-the-box” training methods. Lee notes that disconnected systems have long hindered organizations from achieving meaningful insights. In 2025, companies will benefit from connected data, enabling them to identify which trainings drive measurable impact.
Personalized, actionable learning won’t just boost individual performance—it will also help companies attract and retain top talent. Finch predicts a future where hiring decisions incorporate personalized engagement tools to assess candidates’ interest in a role.
“Imagine sending candidates personalized information about the job they’re interviewing for and tracking how they engage with that information,” she says. This approach will help managers find candidates who align with their company’s mission and values.
By focusing on personalized training and development, companies in 2025 will foster a more engaged, skilled, and adaptable workforce. These efforts will drive better outcomes for sellers and buyers, ensuring success in an increasingly competitive marketplace.
5. Marketing Will Shift from Creation to Curation
Marketing will undergo a major transformation within the sales enablement space in 2025. The focus will shift from content creation to content curation, driven by the need to better serve sellers, Lee predicts.
“Progressive marketers are recognizing that the best content in an organization to help sellers succeed may not all be generated by marketing,” he says. Instead, the most valuable content will start with a “seller-centric” perspective, addressing what sellers need most to win deals.
This shift is about more than just mindset—it’s about efficiency and alignment. “By leveraging the convergence in enablement and linking business outcomes to content effectiveness, marketers can cut as much as 70% of wasted energy on content that’s created but never used,” Lee says. These technologies will allow marketing teams to identify which materials are most effective, streamline content discovery, and deliver accurate recommendations to sellers at the right time.
The benefits extend beyond operational efficiency. By curating content that aligns with business outcomes, marketing will help eliminate the tension that often arises between sales and marketing teams. “Marketers can focus on gathering content sellers need, making it easier to find, and accurately recommending it through AI,” Lee explains. This collaboration will foster stronger partnerships between the two departments, ensuring both sales and marketing are aligned toward common goals.
It’s important to note this shift isn’t optional. Lee warns that marketers who resist this change “will face having the content curation authority taken away and consolidated under sales.” To remain relevant and valuable, marketing teams must embrace their evolving role, prioritizing utility over tradition.
6. Sales Enablement Events Will Thrive in 2025
Sales enablement events are making a strong comeback. In 2025, participation rates will surpass pre-pandemic levels as professionals flock to in-person gatherings, predicts Brianna Butler, Senior Event Marketing Programs Manager at Allego. “Enablement professionals are eager for in-person interaction and networking opportunities with their peers,” she says. For many, these events fill the gap left by remote work, offering a chance to connect, share ideas, and learn face to face.
The appeal of these events extends beyond networking. Enablement professionals are under increasing pressure to prove their value within their organizations. Events provide a vital platform to exchange strategies and demonstrate the critical role enablement plays.
“In today’s economic climate, enablement professionals are constantly tasked with showing ROI and proving their worth,” Butler explains. In-person events allow them to showcase their impact, gain actionable insights, and address challenges collaboratively.
The desire for shared learning and human connection will drive the continued growth of enablement conferences. Butler notes that even as many companies implement return-to-office policies, several remain remote, leaving employees craving the unique energy of in-person interactions.
“In-person events will remain a vital resource for these professionals, offering a forum to share strategies for proving ROI, exchanging ideas, and addressing the everyday challenges of their roles,” she says.
In 2025, sales enablement events won’t just be about attendance—they’ll be about engagement. Professionals will use these opportunities to refine their strategies, connect with like-minded peers, and elevate their roles within their organizations. As Butler emphasizes, “The desire for collaboration and insights will keep these gatherings at the forefront of professional development in the enablement space.”
7. AI Will Revolutionize Sales Enablement in 2025
AI will transform sales enablement in 2025, driving efficiency, personalization, and performance across customer-facing teams. Fowler predicts that AI-enabled technologies will become a cornerstone of enablement strategies.
“As the economy gets better and companies look to optimize their sales investments, they will turn to technology—especially AI-enabled technologies that give them an advantage,” he explains. These tools will help businesses streamline workflows, uncover actionable insights, and improve decision-making at scale.
One of the most significant applications of AI will be in sales coaching. Olcay envisions a future where AI-powered tools take the lead in automating routine tasks.
“AI-powered tools will redefine sales coaching by automating the review of sales calls, role-playing exercises, and training sessions,” Olcay says. “These tools will provide personalized, actionable insights, enabling managers to focus on strategic, high-value interactions rather than routine feedback.”
AI will also reshape how sellers and buyers interact. Predictive analytics integrated into DSRs will highlight buyer engagement trends, offering sellers real-time recommendations to accelerate deal closures. “With advancements in generative AI, these tools will simulate nuanced buyer scenarios, enhancing sales reps’ preparation and adaptability,” adds Olcay. This means sales reps can better anticipate buyer needs and tailor their strategies accordingly.
Embrace the New Era of Sales Enablement in 2025
Sales enablement in 2025 will be a year of transformation and opportunity. Leaders who embrace AI, prioritize personalized learning, and focus on holistic revenue enablement will set their teams up for success. The buyer and seller experiences will continue to evolve, demanding smarter tools and more seamless collaboration. Companies that adapt quickly will gain a competitive edge. Those that don’t will fall behind.
How AI Is Shaping the Future of Revenue Enablement
Organizations that embrace AI will find themselves ahead of the curve, setting new standards for innovation and growth. Explore more insights from Allego’s research report to see how you can leverage AI to transform your sales enablement strategy. Download the report.