Rethinking Sales Enablement Competencies: Research

Are Sales Competencies Still Relevant? We’re challenging the status quo to find out.

Sales organisations everywhere are trying to get a true read on their team’s capabilities, but the tools they are using may be falling short.

Competency models have long served as a foundational framework in hiring, development, and alignment. But the truth is that many leaders are questioning how accurate, relevant, and actionable these models really are in today’s volatile selling environment.

Self-assessments skew positive. Manager ratings are prone to bias and often based on assumptions, not direct observation. And in a world where sales leaders are stretched thin, competency reviews feel more like a checkbox than a meaningful exercise.

The result?

• Development plans that miss the mark.
• Training that’s misaligned.
• Capability gaps that go unaddressed.

On top of that, the selling landscape is shifting fast. AI is transforming buyer-seller dynamics, and economic cycles and political instability are rewriting the rules. New competencies are emerging, and legacy models are struggling to keep up.

In partnership with the Revenue Enablement Society, Imparta is launching new research to explore how organisations are really using competencies today, where the friction lies, and how emerging tools and tech might finally close the gap between what’s assessed, and what’s actually needed to succeed.

Help define the future of sales competencies. Take the survey and be among the first to access insights that will strengthen and future-proof your model.

Complete the survey to participate in this research and receive priority access to the results.