Redefining Sales Enablement: Ron Baden on AI, Collaboration, and the Future with GTM Buddy

Overview

In this episode of The GAP podcast, Coach K talks to Ron Baden, Chief Revenue Officer at GTM Buddy, about the future of sales enablement. Ron dives into why traditional enablement often falls short, how AI is changing the game, and why collaboration is key to making enablement work.

He shares real-world examples, including the story of Siobhan, an enablement leader who transformed her team by embedding herself into their workflows. Ron also explains why focusing on the right metrics and embracing unified platforms is essential for driving real results. This episode is a must-listen for sales and enablement leaders looking to make an impact.

Key Takeaways

1. Enablement Must Be Collaborative

Enablement only works when it’s embedded in the sales team, not siloed off as a separate function.

• Why Siloed Enablement Fails: Enablement often struggles because teams treat it as a standalone responsibility. Ron explains,

“Over the last few years, we formalized [enablement], and the problem… we stopped doing it. Like, ‘Hey, we have an enablement team. Let them do it.’ And it… doesn’t work.”

• The Power of Collaboration: Effective enablement means working closely with sales leaders and reps. Ron’s story about Siobhan highlights this. She didn’t just create resources; she involved sales leaders in building the playbook.


“You sales leaders, you services—you’re going to write the plays. My job is to deliver it and score it.”

This approach ensured alignment and buy-in from the team. Siobhan also took a hands-on role, helping reps craft emails and refine deal strategies. Her focus wasn’t just on training but on making sure the team won deals.

2. AI is Changing the Game

AI is transforming enablement by automating tasks, delivering real-time insights, and helping reps practice for critical moments.

1. Eliminating Busywork: AI handles repetitive tasks like updating CRMs or searching for content. This frees up reps to focus
on selling.Real-Time
2. Content Delivery: Instead of searching for the right resource, AI delivers exactly what the rep needs in the moment. Ron emphasizes,

“The best AI is invisible—it simplifies your work without getting in the way.”

• AI-Powered Role Plays: GTM Buddy’s role play tools help reps practice handling objections or running discovery calls. These tools adapt to each rep’s specific weaknesses, ensuring personalized coaching that boosts confidence and performance.

AI isn’t just a tool—it’s becoming a strategic partner that enables reps to focus on the human side of selling.

3. Metrics That Matter

Traditional enablement metrics don’t show real impact. Ron explains why leaders need to focus on outcomes, not just activities.

• Ramp up Time: Measure how quickly new hires become productive contributors.
• Win Rates on Objections: Track how well reps handle tough conversations during calls.
• Performance Under Pressure: Ron compares enablement to a sports team’s strength coach. The real test is how the team performs in high-stakes situations:

“The true measure of success isn’t how much training someone attends—it’s how well they perform when it matters most.”

Shifting to these metrics allows enablement teams to demonstrate their value and align with revenue goals.

4. The Future of Enablement

The future is all about simplifying workflows and connecting tools. GTM Buddy is leading the charge with unified, AI-driven solutions.

• Simplifying Tech Stacks: Teams don’t want dozens of disconnected tools. GTM Buddy combines content management, learning systems, and coaching into one seamless platform.
• Integrated Workflows: GTM Buddy works where reps already are, reducing friction and improving adoption.
• AI-Powered Insights: The platform helps reps prepare for calls, execute effectively, and get real-time feedback to improve.
Ron’s vision for the future is clear:

“We’re preparing reps for calls truly, helping them execute well, and then giving instant feedback. This is going to make the experience better for buyers and sellers alike.”