Chief sales officers (CSOs) indicate that their most significant barriers to sales strategy execution are seller and manager competencies. These challenges arise when CSOs inadequately manage the sales talent lifecycle amid evolving buyer needs and product offerings. This is compounded by a similar lack of rigor when preparing managers for expansive responsibilities and defaulting to promoting high-performing reps into first-line sales manager roles. More intentional and competency-based talent management for the sales team, managed by the revenue enablement function, can reduce strategy execution hurdles for B2B CSOs.