Directly correlated with the success or underperformance of any business or organisation is the effectiveness of its sales enablement function. Where value innovation and portfolio strategy focus on products and services, sales enablement and pricing strategy focus on how said products and services are charged for and ultimately delivered to clients, and by whom. Regardless of business type or industry, customer-facing protocol remains at the top of the strategic agenda, notwithstanding the lack of attention or consideration that it often receives due to rigid organisational structures, old habits, past successes, sub-optimal time management, redundant systems or processes, poor cross-organisational alignment, and restrictive company cultures, to name a few.