Shipping product fast and often means more opportunities for sales teams to delight customers and engage with prospects. However, this doesn't necessarily mean that the sales team has all they need to capitalize on these opportunities. Sales enablement plays a crucial role in ensuring that sales reps have the skills and resources needed to effectively sell new features. Before sales enablement became an official function, our sales team didn't have access to information about features before they were shipped, leading to awkward conversations with customers instead of informed discussions. Today, Sales Enablement acts as a filter for the massive streams of information accompanying launches and distills it down to what reps need to know to sell new features effectively. The work of sales enablement begins as soon as the product roadmap is set, where stakeholders in marketing and product collaborate to assess what's coming down the line and determine the best way for the sales team to get new features into customers' hands. This process involves assessing complexity, determining potential opportunity or risk, deciding on sales enablement activities, creating an execution plan, being prepared to react quickly on launch day, and measuring the impact of the product launch. By doing so, Sales Enablement acts as a filter for information and helps ensure that investments in products pay off in the market.