Mapping AI capabilities in sales enablement: a typology for managing the interplay of multilevel power forces

Sales enablement (SE) is a core strategic function for driving organizational revenue and improving frontline effectiveness. Yet SE faces persistent structural challenges because it operates at the nexus of two constituencies: senior leadership and the frontline sales force. This multilevel power interplay constrains SE’s ability to influence outcomes. Given how central technology is to sales effectiveness, this study examines how integrating artificial intelligence (AI) into commercial systems can strategically address these dual-sided power challenges. Utilizing a structured review of industry reports, the authors develop a typology of AI mechanisms relevant to SE. The resulting framework identifies five recurring capability categories and demonstrates how each can reshape SE’s organizational influence. Upward, toward senior leadership, AI supports evidence-based strategic recommendations to enhance SE’s power. Downward, toward frontline sellers, AI simplifies workflows to strengthen SE’s influence. Together, this study contributes to sales-AI scholarship by addressing conceptual gaps that stem from the evolving, fragmented marketplace. This framework further advances SE research by linking AI capabilities to SE’s roles within organizational power structures. That is, findings illustrate how AI can help position SE as a strategic, data-driven catalyst for revenue operations.