Sales Enablement Shift Toward Execution-Centric Architectures

A LinkedIn post from Spekit 🐙 highlights research from Forrester indicating that 65% of content created for sales teams reportedly goes unused, largely because it is not available in the workflow where sales representatives need it. The post describes a common scenario in which reps resort to improvisation rather than interrupt live customer conversations to access centralized enablement portals.

The post further characterizes this as an “architecture problem,” arguing that legacy sales enablement platforms reinforce preparation-focused workflows instead of supporting real-time execution. It links this critique to the recently announced Seismic–Highspot merger, suggesting that the deal underscores a long-standing strategic question in the category about whether these platforms primarily enable preparation or in-call execution.

According to the post, Spekit’s CMO Ian Lowe has written about this shift toward what is described as “execution-era enablement” and how it might look in practice. For investors, this framing implies that Spekit is positioning its product strategy around in-the-moment sales support, which could differentiate it in a consolidating market and potentially capture spend from organizations dissatisfied with traditional, portal-centric tools.

If Spekit can demonstrate measurable improvements in sales productivity by embedding enablement directly into seller workflows, it may strengthen its value proposition relative to larger incumbents. In the context of ongoing consolidation exemplified by the Seismic–Highspot deal, such positioning could enhance Spekit’s attractiveness as a competitive niche player or future acquisition target within the sales enablement ecosystem.