Sales reps ignore 65% of the content marketing creates. Not because they're lazy, but because it shows up too early, too late or too generic to be useful in the moment that matters. Just-in-time enablement flips the traditional content model on its head. Instead of building libraries nobody navigates and courses nobody finishes, it's about getting the right insight, talk track or competitive snippet into a rep's hands at the exact moment they need it, whether that's two minutes before a discovery call or mid-deal when an objection blindsides them. This session gets practical fast. We'll look at how to audit and redesign your content model around the moments that actually exist in your sales motion, how to think about surfacing over creation, and what the teams getting this right have stopped doing as much as what they've started. If your content strategy still looks like a folder structure, this one's for you.