According to HubSpot, only 52% of sales professionals use sales enablement content, which means nearly half of what PMMs create never shows up in real customer conversations. This panel will explore why enablement adoption breaks down in the field and what actually influences reps to trust, use, and rely on enablement content in live deals. Join us for a deep dive into the behaviors, incentives, and enablement approaches that consistently drive rep buy-in rather than passive distribution. Key takeaways - What truly drives rep adoption and what PMMs often overestimate or overlook - How to design enablement that aligns with rep workflow, pressure, and deal reality - Practical ways to earn rep trust before asking for behavior change - How to reinforce enablement so it becomes habit, not optional reading