Innovate to Win: Top Takeaways from the Sales Enablement Summit 2024

If you were looking for a typical sales conference, Innovate to Win: Sales Enablement (SE) Summit 2024 was anything but that. Packed with candid conversations and practical takeaways, the event didn’t just cover the usual sales platitudes—it delivered real, actionable insights that left us all thinking differently about the future of sales enablement.

Here’s a look at the best bits, plus the most surprising takeaways that really got us thinking.

1. Tom Lavery on Changing the Sales Game – CEO of Jiminny

Tom Lavery cut through the noise with a simple truth: sales has changed, and buyers are now in control. Lavery emphasized that it’s not just about what salespeople say—it’s about how they make the buyer feel. He pointed out that with 60–70% of the buying process happening without a salesperson, teams must rethink how they approach sales. The old tactics just won’t cut it anymore.

The most surprising takeaway? Jiminny doubled their sales in two years without adding more pipeline. How? By honing in on call intelligence—they focused on understanding the structure of sales calls, not just ticking boxes. Lavery stressed the importance of building real conversations, not just following a rigid framework. Instead of trying to fix everything at once, they zeroed in on sustained improvement in a single area.

 In today’s “multi-tasking” world, that’s almost unheard of.

2. Cracking Buyer Intent – Kelly Hagerty, G2

Ever wondered how to shrink the haystack to find that one perfect needle? Kelly Hagerty of G2 dove deep into buyer intent and how to spot it. The biggest misconception? Buyer intent isn’t magic. It’s about capturing digital signals—like website visits, content downloads, and even competitor research—and knowing exactly when to act on them.

She emphasized that while G2’s buyer intent data is a crucial part of the equation, it focuses primarily on the middle of the funnel. For sales teams, the real challenge is translating those signals into timely, relevant outreach that actually moves the needle.

She also highlighted that over 56% of organizations have purchased AI platforms in the last three months alone, proving just how central AI has become to decision-making in modern sales. But AI isn’t a silver bullet—it helps teams be more efficient, but knowing how and when to act on those buyer signals is key. 

3. Scaling Smart – Tom Sheepshanks, Chief Revenue Officer at Fospha

Tom Sheepshanks gave us a lesson in how to scale without the headaches. We all know onboarding can be a nightmare, but Fospha managed to scale from 0 to 90% efficiency in just two hours. How? A laser focus on structured onboarding and a commitment to replicating what works.

Sheepshanks emphasized that it wasn’t just about throwing more resources at the problem—it was about building an onboarding process that saved time and dramatically improved productivity. With a centralized framework and on-demand access to resources, Fospha made it easier for new team members to hit the ground running without drowning in information overload.

For anyone facing the growing pains of scaling, his approach was refreshingly straightforward: streamline processes, focus on what’s replicable, and get your team up to speed fast. It’s proof that with the right systems in place, onboarding doesn’t have to be a nightmare—it can be a catalyst for growth.

4. Misconceptions of Sales Enablement – Panel Discussion

The panel discussion, led by Tom Glason from Scalewise, brought together Kate Philpot (VP of Global Sales Enablement at Getty Images), Emily Benson (Director of Sales Enablement at SumUp), and Benjamin Samuels (Chief Revenue Officer at 1Mind). Together, they dissected some of the most common misconceptions around sales enablement.

One thing that stood out? Sales enablement isn’t just about training or deploying new tools—it’s about cultivating the right behaviors. Kate Philpot was clear: while sector experience looks impressive on a CV, it’s the softer skills—curiosity, resilience, and adaptability—that make the real difference. In her view, it’s those traits that separate a strong seller from an average one. She stressed that the right mindset often trumps technical experience.

Emily Benson shared a similar opinion, emphasizing that onboarding shouldn’t be about cramming reps with information. Instead, it’s about showing them how to be resourceful—giving them the tools to find the answers they need, rather than memorizing every detail. As Emily put it, “it’s like learning to cook; once you know the recipe, you don’t need to memorize every ingredient.” The goal is to build confidence and resourcefulness, not overwhelm.

The most surprising takeaway from the panel? Only 20% of sales reps are hitting quota in 2024. The panelists agreed that the solution isn’t about adopting more tools—it’s about providing clarity, setting clear expectations, and ensuring regular coaching. Forget the “superhero” salesperson; this discussion made it clear that building a team-focused approach is the key to long-term success.

Biggest Lessons from the Sales Enablement Panel

• Behavior beats experience: According to Kate Philpot, traits like curiosity, resilience, and adaptability are far more valuable than sector experience. A growth mindset and willingness to learn can often elevate performance beyond technical knowledge.
• Coaching is key: Benjamin Samuels highlighted that structured coaching is critical at all levels—not just for underperformers. Many companies fail to equip their leaders with the tools needed to coach effectively, but it’s essential for developing every rep.
• Resourcefulness over memorization: Emily Benson emphasized that onboarding shouldn’t overwhelm reps with information. Instead, showing them how to quickly find the answers they need is a much better predictor of long-term success.
• The “superhero” salesperson myth: With only 20% of reps hitting quota in 2024, the panel agreed that the focus shouldn’t be on creating superstar sellers. Instead, success lies in clarity, coaching, and setting clear expectations for the whole team.

Most Surprising Takeaway

One stat that really hit home was how little direct control salespeople have over the buying process these days. With 60-70% of the buyer’s journey happening without a salesperson, it’s no wonder the role of sales has become more about enabling than hard selling. Buyers don’t want to be sold to—they want to feel understood. That means active listening, curiosity, and personalized engagement are now table stakes. It’s a shift that feels more like a mindset change than a sales strategy—and it’s definitely one that’s here to stay.

Final Thoughts

The Innovate to Win SE Summit was all about cutting through the noise and focusing on what really works. From Tom Lavery’s no-nonsense approach to scaling sales, to Kelly Hagerty’s insights on buyer intent, the day was full of moments that made us all rethink how we can do better.

Missed out? No problem—just drop your details here, and we’ll be in touch to chat about your biggest sales challenges and how Hive Perform can help you tackle them head-on.