Sales organizations are making significant investments in coaching, training, and technology—but what separates top performers from the rest isn’t just what they invest in, but how they implement it.

A new study from SAMA, the Revenue Enablement Society, and CloseStrong.ai reveals that coaching is the #1 driver of sales success, yet most managers don’t have time to do it consistently. The challenge isn’t just a lack of coaching—it’s the inability to scale it effectively. Meanwhile, companies that invest in training and technology often fail to drive adoption, resulting in underutilized tools and wasted resources.

What Defines Top Performers?

Top-performing sales teams—those with significantly higher win rates and consistent goal achievement—approach sales enablement differently. They don’t just purchase tools or offer training; they ensure every investment lands by embedding it into daily workflows. This means:

• Scaling coaching beyond managers – Top teams use structured programs, AI-driven coaching, and peer mentoring to ensure reps get ongoing support without relying solely on time-strapped managers.
• Driving adoption of training and tools – Rather than checking a box, they reinforce training with follow-ups, tie tool usage to performance metrics, and integrate technology into existing workflows.
• Making investments stick – They focus on execution, not just selection. Every investment—whether in training, coaching, or technology—is reinforced, tracked, and continuously optimized.

Where Sales Teams Are Focusing in 2025

The top two priorities for sales organizations in 2025 are:

1. Win rate improvement – Closing more high-quality deals to drive revenue.
2. Deal optimization – Improving sales process efficiency and qualification to focus on the right opportunities.

This is why companies are making investments—but the real challenge is ensuring those investments translate into measurable results.

The Winning Formula: Scale and Sustain

To drive higher win rates and goal achievement, sales teams need to shift focus from just making investments to ensuring adoption. That means:

1. Scaling coaching through AI, structured programs, and peer mentorship.
2. Ensuring tool and training adoption by embedding them into daily sales processes.
3. Making enablement measurable—tracking usage, adoption, and impact to optimize over time.

Investing in the right areas matters—but landing those investments is what truly separates high-performing sales teams from the rest.

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