Enablement is supposed to be the throughline across go-to-market, yet rarely gets a say in how that motion is built in the first place. Marketing sets the positioning, product owns the roadmap, sales carries the quota, and somewhere in the middle, enablement is left translating all three into one coherent experience for the field, usually without any formal authority over the teams generating that input. The result is a familiar pattern: misalignment surfaces only after it costs a deal or leaves a rep fumbling in front of a buyer, and enablement gets pulled in to clean it up rather than prevent it. This session makes the case for a different position entirely, one where enablement sits in the planning cycle from the start rather than reacting to what comes out of it. You'll walk through how leading enablement functions build that seat structurally, through shared planning cadences, joint content governance, and clear escalation paths, rather than hoping relationships and goodwill hold the alignment together. Key takeaways: - How to shift enablement from reactive coordinator to embedded GTM partner - Structural tools (planning cadences, content governance, escalation paths) that make alignment repeatable - A model for getting enablement a seat in sales, marketing, product, and customer success planning cycles