Imparta and Revenue Enablement Society Launch Research to Redefine Sales Competencies
Imparta Ltd, a global leader in performance improvement for customer-facing teams, has launched a new research initiative, Rethinking Sales Enablement Competencies, in collaboration with the Revenue Enablement Society. This research is designed to explore the relevance, effectiveness, and future of competency models in today’s fast-evolving sales landscape.
Competency models have long been foundational to hiring, development, and performance alignment. However, recent shifts, including AI-driven buyer dynamics, economic volatility, and changing expectations of enablement, have exposed critical flaws in traditional competency frameworks.
From self-assessments that skew overly positive to manager reviews based on assumptions rather than observation, many current approaches fail to provide an accurate or actionable view of real capability. This can lead to misaligned development plans, ineffective training, and persistent capability gaps.
Michelle Vazzana, Chief Innovation Officer at Imparta, commented, “Competency models aren’t broken, but they are out of date. This research is about understanding how organisations are really using competencies, where the friction lies, and how we can evolve these models to reflect the realities of today’s selling environment. Our goal is to create a more practical, data-driven approach to enablement that truly supports sales performance.”
Through this initiative, Imparta and the Revenue Enablement Society are gathering input from enablement and sales professionals worldwide to identify what needs to change and what comes next.
Sales enablement professionals are invited to take part in the short survey and will receive early access to the results, providing valuable insights to strengthen and future-proof their own competency models.
Take the survey here: https://imparta.com/resources/insights/sales-enablement-competency-research/