The No. 1 Area CFOs Are Now Looking to Spend in the Short- and Long-Term

Finance professionals may be keeping an eye on inflation, supply chain costs, and geopolitical instability, but when it comes to spending for growth, one area continues to be a priority in 2025: sales enablement spending.

Sales enablement budgets are predicted to grow 50% through 2027, especially as companies strive to match buyer preferences, invest in revenue-driving talent and harness the benefits of new technologies, according to Gartner. In addition, BDO’s recent CFO Outlook Survey reports that 60% of CFOs plan to increase spending on AI tools that specifically support customer-facing teams.

Why Sales Enablement Is a Strategic Spend

Sales enablement refers to the training, tools, content and strategies that help salespeople close more deals. But in increasingly competitive industries, this involves in-depth training so that reps use data-driven insights and scalable systems to streamline sales approaches. Teams do not need a bulky binder full of talking points anymore, nor do they want it.

Gartner points out that buyer behavior has changed significantly in recent years. More B2B purchases now involve more stakeholders, longer timelines, and usually, digital-first touchpoints. Sales teams need to be better informed, more adaptable, and highly skilled in aligning their messaging with what prospects want to spend.

CFOs are paying attention, too. A Salesforce report from early 2024 found that 83% of sales teams that use AI sales enablement tools saw increased revenue growth, customer retention, or deal size within six months.

What CFOs Need to See

Sales enablement may sound like a sales department issue, but it’s now squarely on the CFO’s radar. That doesn’t mean, however, that they’re greenlighting spending without accountability. What decision-makers want to see is a clear, measurable ROI.

Here’s what that might look like:

• Behavior-based goals: Sales training should map directly to seller behaviors that generate ideal revenue outcomes. For example, improving discovery calls or shortening proposal cycles.
• Efficiency and scalability: Enablement programs have to balance quality with cost-effectiveness. Think bite-sized learning modules, AI-powered coaching, and CRM-integrated playbooks.
• Proof of impact: CFOs expect reporting on how seller behavior changes over time, and how those changes affect pipeline velocity, win rates, and margins.

AI Is Raising the Bar

AI is the wave of the future, and as such, it’s become a key component of company budget lines. Sales teams are now using AI tools for everything, from organizing leads and personalizing messages to reviewing call transcripts.

Companies that use AI in sales saw a 10% to 15% boost in sales productivity, according to a 2024 study by McKinsey. The most successful firms aren’t replacing their reps with AI, though. Instead, they’re using it to enhance human selling skills.

The Risk of Standing Still

If three-quarters of your competitors are investing in sales enablement, standing still is a major risk. The longer companies wait to make a move, the harder it will be to keep up with buyer expectations and competitor capabilities.

Well-trained, tech-supported sales teams close more deals, win better customers, and command higher prices than those lacking these skills. White papers and SEO may draw prospects in, but your sales team turns curiosity into revenue.

Growth-minded CFOs aren’t adopting sales enablement budgets. They’re also designing and driving a well-researched strategy. And in 2025, that trend shows no sign of slowing.