Keep Enablement Out of the Marketing Silo
Build a cross-functional enablement office governed by Revenue Operations, powered by Marketing Operations, and measured by pipeline conversion, velocity, and win rate—not downloads and deck counts.
Prevent silos by separating ownership from production. Place accountability for enablement outcomes under Revenue Operations (conversion, velocity, ASP), while Marketing Operations owns the systems, taxonomy, and content workflow. Run a shared roadmap with Sales, CS, and Product and fund work by stage impact—not by department.
Anti-Silo Principles
The Cross-Functional Enablement Playbook
Operationalize enablement as a shared GTM capability rather than a marketing deliverable.
Charter → RACI → Backlog → Build → Embed → Measure → Govern
- Charter: Define mandate, scope, and business KPIs (conversion, velocity, win rate, expansion).
- RACI: RevOps = outcomes & analytics; MOPS = platform & taxonomy; Sales/CS = coaching & adoption; PMM = narrative & proof.
- Backlog: Intake by motion/ICP; score by impact/effort; publish SLAs and release calendar.
- Build: Create atomic plays (problem, 5 questions, 3 proofs, traps, next step) with manager rubrics.
- Embed: Auto-suggest assets by stage/role in CRM; pre-fill sequences and notes; enable managers first.
- Measure: Track guide usage → stage lift; run cohort controls; report weekly to GTM leaders.
- Govern: Monthly council promotes field winners to core; sunsets low-use content; reassigns budget.
Enablement Anti-Silo Maturity Matrix
| Capability | From (Siloed) | To (Cross-Functional) | Owner | Primary KPI |
|---|---|---|---|---|
| Governance | Marketing-owned calendar | RevOps-run charter & KPI tree | Revenue Operations | Stage Conversion Lift |
| Backlog & Intake | Ad hoc requests | Scored backlog with SLAs | RevOps + PMO | On-time Ship %, SLA Hit % |
| Content Architecture | Monolithic decks | Modular, stage-mapped plays | Enablement + PMM | Play Adoption % |
| Delivery | Portals | In-flow CRM/MAP guidance | Marketing Operations | Guide Usage, Cycle Time |
| Coaching | Event-based training | Manager rubrics & weekly drills | Sales Leadership | Discovery Quality, Win Rate |
| Measurement | Attendance | Behavior + revenue impact | RevOps | Velocity, ASP, ROMI |
Client Snapshot: From Marketing Project to GTM Engine
A PE-backed platform consolidated enablement under RevOps and implemented a shared backlog with MOPS delivery. In two quarters, stage-2→3 conversion rose 9%, content search success improved 28%, and manager-led coaching replaced one-off trainings.
When RevOps owns outcomes and MOPS powers systems, enablement becomes a repeatable GTM capability—not a marketing artifact.
Frequently Asked Questions about Avoiding the Marketing Silo
Make Enablement a GTM Capability
We’ll align leadership under RevOps, wire up MOPS delivery, and measure impact where it matters—conversion and velocity.
Unify GTM with RevOps Standardize with Marketing Operations