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The problem
For Luke Martin, Senior Manager of Revenue Enablement Infrastructure & Operations at ZoomInfo, the mission is clear: enable sales teams by delivering the right information, at the right time, in the right place. But before implementing Spekit, that mission was buried under a mountain of inefficiencies.
“Our job is like DoorDash,” Luke explains. “Revenue enablement creates all the great programs, but my team is the delivery vehicle. If it’s not delivered well, fast, and in context, it doesn’t matter how good the content is.”
The challenge? 80% of the requests into enablement were for process awareness and change management, and the traditional methods of communication weren’t working. Newsletters had a 10% readership rate, internal chat was a firehose of new messages, and reps were struggling to keep up with the constant changes.
“We had a major process change that affected a big chunk of our sales team,” Luke recalls. “When we relied on newsletters, only 26 account managers saw it. When we ran the same update through Spekit, that number tripled.”
That wasn’t just an increase in engagement; it was a direct impact on revenue-generating teams and pipeline efficiency.
Process overload, scattered communication, and lost pipeline
As the company evolved its product offerings with the release of ZoomInfo Copilot and expanded its sales motion upmarket, change was constant. They introduced new SKUs, restructured AE roles, and rolled out new guidance around the primary prospecting tool, all in quick succession.
“We changed what they sell, how they sell, and who they sell to all at once,” Luke explains. “And as an enablement team, we weren’t staffed to effectively support through every step of all of those changes.”
Without a scalable way to surface just-in-time enablement, reps were left to dig through newsletters, search internal chat, or ask colleagues for answers. Critical changes like new rules on how to disposition demo calls in the CRM were either missed entirely or buried under information overload.
The consequence? Millions of dollars in lost pipeline.
“As we moved further upmarket, the flavor of the engagements were changing. We saw more reps putting perfectly good demo calls into the abyss of the 'other' bucket,” Luke says. “No one was following up, not because they didn’t want to, but because they didn’t have a process for these longer-tail deals yet. That was resulting in wasted demand gen effort and wasted pipeline.”
