In this episode of Enablement Uncanned, we cut through the noise and break down the real forces shaping enterprise technology decisions in 2025. Drawing on insights from the newly released Voice of Customer Report 2025, we explore what’s truly driving investment in enablement platforms — and how buying committees are evolving to include not just sales and marketing, but also finance and IT. The data paints a clear picture of enablement’s transformation from a “nice-to-have” to a non-negotiable operational investment.

From the surge in targeted AI adoption to the demand for measurable ROI and seamless integration, we unpack the top six tech drivers influencing vendor choices today — including consolidation, personalization, and the rise of channel enablement. With powerful real-world examples and hard ROI data, this episode offers a sharp, evidence-based look at how the enterprise tech landscape is shifting — and why enablement is now being treated as critical infrastructure for revenue growth.