Drawing from extensive experience, Teri sheds light on the profound impact of revenue enablement programs within organisations. Highlighting concrete examples of successfully launched initiatives underscoring the need for a strategic approach to revenue productivity. To drive this point home, these are the five "Deadly Sins" that organisations must avoid in 2024: 1. Mistaking Activity for Growth: The Illusion of Busyness - Don't fall into the trap of equating busy work with real, meaningful business growth. 2. Distracted by Shiny New Things: The Detour from Purpose - Stay focused on your core purpose and avoid the distractions of the latest shiny objects. 3. Reactive Strategy: Navigating the Storms Without a Map - Don't let your strategy be dictated by immediate challenges; proactivity is key to long-term success. 4. Preconceived Notions: Breaking Free from Old Thinking - Challenge your assumptions and embrace new ways of thinking to stay relevant in a rapidly changing world. 5. No Plan, No Gain: The Roadmap to Success - Success doesn't happen by chance. Without a well-defined plan, you risk making it up as you go along, leading to uncertain outcomes. It is imperative to not only make revenue enablement programs structured and scalable but also measurable and operationalised across the entire organisation while seamlessly integrating into the workflow of sellers.