In a competitive sales landscape, throwing out the playbook may seem like a bold strategy. But that's exactly what Scott Santucci, president of sales enablement consulting firm Growth Enablement, has been advising clients to do. Commercial systems designed even as late as 2019 are often full of friction that can slow down the actual sales process. Instead, businesses should focus on systematically reducing the obstacles that stand in the way of sales progress to accelerate enablement.

In today's episode of Growth Hacks, Katja and Kunal speak with Scott about how he's viewing the evolution of enablement and adapting the traditional customer-centric approach to unlock value at a faster pace for both businesses and their customers. Scott provides actionable tips on accelerating sales enablement, and walks us through combining perspectives from sales, marketing, and product to create a route to value. He also shares his strategies for simplifying metrics to measure commercial health, breaks down the importance of including diverse stakeholders from across the organization, and reveals his top tips for salespeople just starting out.