Most companies still treat sales enablement like a training department. Jason Gwilliam thinks that's exactly why their reps take too long to close. With 25 years in healthcare and med-tech, Jason has built enablement programs from the ground up at companies like Abbott, and he's seen firsthand what happens when enablement is treated as a true revenue system. In this episode, he breaks down how to measure enablement's ROI through time-to-competency and sales cycle compression, why marketing alignment is critically undervalued, and how AI coaching tools should help reps improve without being punitive. He also shares why fractional enablement roles are emerging as the next big trend.

Jason Gwilliam is a sales enablement practitioner with over 25 years of experience in the healthcare and medical device industry. He began his career in the cardiac cath lab before moving into territory sales, where he earned President's Club recognition. Since 2008, Jason has built and led enablement programs at companies including Abbott, transforming traditional sales training into cross-functional revenue systems aligned with marketing, sales operations, and executive leadership. He is a vocal advocate for coaching over managing and for positioning enablement as a strategic business function. Connect with Jason on LinkedIn.

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