Driving 500% Growth in Sales Program Bookings

with

Addy Thomas, Director of Field Programs

Jesse Sladek, VP of Sales Strategy and Enablement

Mark Dodds, CRO

Elastic empowers organizations to find the answers that matter from all their data. Built on the power of search and powered by AI, Elastic’s Search AI platform helps customers transform their data into actionable insights. The company serves over 22,000 customers globally, with an annual revenue of approximately $1.5 billion and a workforce of 3,600 employees.

The Challenge

“Enablement had to become a driver of transformation. We needed it to help us scale with confidence and give us the visibility to know whether our teams were ready.”

Mark Dodds

CRO, Elastic

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A Fragmented Start

As Elastic transitioned from product-led growth to an enterprise-focused, outbound model, the company needed a scalable, intelligent foundation to support its global salesforce.

Content was scattered across tools like Google Drive and legacy LMS platforms. Onboarding was inconsistent. Managers had limited visibility into seller readiness. And the enablement team, small, nimble, and ambitious, was being asked to support rapid global growth, without the infrastructure to do it.

“We didn’t have a single source of truth,” said Addy Thomas, Director of Field Programs. “Our sellers were lost in a sea of disconnected content and training. And we couldn’t measure any of it.”

The challenge wasn’t just operational it was strategic. Mark Dodds, Elastic’s Chief Revenue Officer, saw a critical need to evolve the role of enablement itself. “Enablement had to become a driver of transformation,” Dodds said. “We needed it to help us scale with confidence and give us the visibility to know whether our teams were ready.”

“Enablement had to become a driver of transformation. We needed it to help us scale with confidence and give us the visibility to know whether our teams were ready.”

Mark Dodds

CRO, Elastic

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The Solution

“Enablement isn’t just an enablement thing, it’s a company thing. And with Seismic, we can show the business impact behind every initiative.”

Jesse Sladek

VP of Sales Strategy and Enablement, Elastic

A Centralized Platform That Delivered Immediate Impact

Elastic deployed the Seismic Enablement Cloud to unify content, training, and onboarding. For the first time, sellers could access everything they needed in one place and results followed fast.

Within the first six months, the enablement team launched structured, role-based onboarding paths, layered in interactive lessons and certifications, and gave managers new tools to track progress and coach effectively.

The impact was impressive. Ramp times dropped. Content became discoverable. Confidence across the field grew. And within the first year, Seismic had reached 95% adoption across 4,000 global users an enterprise-wide shift in behavior and trust.

“Seismic became our one place for enablement,” said Thomas. “Now we can deliver consistent onboarding globally and track progress in real time.”

AI That Accelerated Every Rep

At the same time, Elastic embraced AI to scale with speed. Seismic Aura, the platform’s embedded AI engine, helped sellers prepare faster, respond to complex questions, and personalize outreach in seconds.

Reps began using Aura to tackle everything from technical demos to partner pricing scenarios, reducing prep time and elevating confidence in every deal cycle.

“Our sellers are using Aura to get fast, accurate answers even for complex partner scenarios,” said Thomas. “It’s like having a smart assistant on-call.”

Aura also powered Elastic’s internal AI sales assistant, where Seismic served as the retrieval engine for enablement content across Elastic’s tech stack. That integration gave sellers instant access to trusted, compliant content no matter where they worked.

These advancements weren’t just about efficiency, they delivered results. Elastic saw improvements across every major revenue productivity lever: deal velocity, win rates, cycle times, and seller readiness.

Enablement as a Strategic Lever

With Seismic in place, Elastic redefined enablement’s role from support function to strategic growth driver.

Initiatives were now designed around business outcomes. Sales plays were directly tied to bookings. Coaching and certifications aligned to strategic goals. And enablement was no longer siloed, it was integrated into how the business operated.

“Enablement isn’t just an enablement thing, it’s a company thing,” said Jesse Sladek, VP of Sales Strategy and Enablement. “And with Seismic, we can show the business impact behind every initiative.”

This cultural shift created a new rhythm inside the business one where enablement had a seat at the table, and a measurable role in hitting revenue targets.

“Enablement isn’t just an enablement thing, it’s a company thing. And with Seismic, we can show the business impact behind every initiative.”

Jesse Sladek

VP of Sales Strategy and Enablement, Elastic

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The Results

“Our sellers are more prepared, more confident, and more aligned. And that’s translating into real revenue results.”

Addy Thomas

Director of Field Programs, Elastic

Elastic’s transformation with Seismic wasn’t just visible in dashboards, it showed up on the bottom line.

Sales program bookings grew by 500% year-over-year, proving the link between enablement and pipeline impact
Average selling price increased 20%, showing sellers were delivering more value in every conversation
Ramp time fell dramatically, thanks to structured onboarding and real-time manager visibility
Digital sales engagement surged, with over 580 digital sales rooms launched—a new internal service supporting millions in pipeline and more than 15 internal clients
Seismic adoption reached 95%, with over 1,800 field-facing users and tens of thousands of lessons completed

“Our sellers are more prepared, more confident, and more aligned,” said Thomas. “And that’s translating into real revenue results.”

For Mark Dodds, the results confirmed that enablement is no longer optional infrastructure, it’s a competitive advantage.

“We’re betting on Seismic,” he said. “It’s helping us scale efficiently, align globally, and win faster. It’s not just supporting the strategy, it’s part of it.”

Looking ahead, Elastic is continuing to build on that momentum investing in AI-powered workflows, expanding its internal enablement services, and embedding Seismic deeper into its ecosystem. The company isn’t just scaling what works. It’s evolving what’s possible. And with Seismic, it has the foundation to do both.

“Our sellers are more prepared, more confident, and more aligned. And that’s translating into real revenue results.”

Addy Thomas

Director of Field Programs, Elastic

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The Challenge

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A Fragmented Start

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The Solution

A Centralized Platform That Delivered Immediate Impact

AI That Accelerated Every Rep

Enablement as a Strategic Lever

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The Results

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The Solution

A Centralized Platform That Delivered Immediate Impact

AI That Accelerated Every Rep

Enablement as a Strategic Lever

The Results