RESEARCH REPORT
Harvard Business Review Analytic Services: Accelerating Growth Through Revenue Enablement
Today's revenue and go-to-market leaders are facing more pressure—and more complexity—than ever. From macroeconomic shifts to evolving buyer expectations, sales models that once worked are breaking down. To compete, modern Chief Revenue Officers and their teams are turning to revenue enablement as a long-term strategy for sustainable growth.
In association with Harvard Business Review Analytic Services, this Seismic research report uncovers how leading organisations are approaching revenue enablement as a strategic lever to navigate and succeed amidst change.
About this Research Report
This Harvard Business Review Analytic Services Pulse Report explores how revenue enablement is evolving to meet today's GTM challenges—from execution gaps and internal silos to underperforming tech stacks.
- The report features perspectives from CROs and revenue leaders at organisations including Uber, Franklin Templeton, and Lumen Technologies, all Seismic customers.
- 315 respondents from around the world shared how they're prioritising talent, technology, and cross-functional collaboration in an uncertain economy.
- Seismic's CEO Doug Winter shares his perspective on why enablement isn't just a function—it's a growth engine.
What you’ll learn
- How modern CROs and revenue leaders are shifting from reactive tactics to proactive enablement strategies
- How AI, including agentic and assistive applications, is reshaping sales roles and accelerating results
- Where organisations are investing next to drive collaboration, skill development, and scalable growth
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