Just-in-Time: Enablement in a World of AI

Melanie Fellay

Mar 2025 · Spekit, Inc.

About this ebook

“This book redefines enablement with a truly forward-thinking approach. It’s the cheat code to empower teams with the right knowledge, drive efficiency, and transform how we support our people!”

— Michelle Afshar, Global Head of Enablement, Darktrace; formerly Head of Enablement & Strategy, Zoom

Just-in-Time: Enablement in a World of AI

How modern revenue teams learn, adapt, and win exactly when it matters.

In a market defined by speed, change, and AI, yesterday’s playbooks — annual trainings, static content libraries, and reactive enablement have become liabilities. Just-in-Time is a rallying cry and practical guide for go-to-market and enablement leaders ready to replace outdated methods with a dynamic, in-the-flow learning system that matches how humans actually learn.

Drawing on eight years of building Spekit, the leading platform for Just-in-Time Sales Enablement, Melanie Fellay, co-founder and CEO of Spekit and a recognized thought leader, lays out a new blueprint. Fascinated by the science of memory and retention, Mel “flips the script” on traditional LMS courses and content repositories. Instead, she shows how to surface the right answers, content, and coaching in the exact moment of need, directly in the flow of work, so revenue teams sell better, faster.

Trusted by innovators including iHeartMedia, Equifax, Southwest Airlines, and ZoomInfo, and backed by $60M+ in venture funding (Craft Ventures, Felicis, Foundry Group, and more), Spekit’s journey fuels this playbook with insights from hundreds of conversations with sales leaders, enablement practitioners, executives, and reps on the front lines.

In this book, you’ll learn how to:

Redefine enablement for the AI era: Cut through category confusion and anchor on outcomes, speed, and agility.

Operationalize “just-in-time” learning: Connect content to context so answers appear where work happens.

Replace bloated training with continuous micro-learning: Build habits that stick and accelerate on-the-job mastery.

Coach at the moment of impact: Embed nudges, prompts, and guidance inside the tools reps use every day.

Measure what matters: Tie enablement to time-to-productivity, proficiency, win rates, and revenue.

Lead the change: Simplify tech, align executives, and build a culture that learns at the speed of business.

Who this book is for

Sales and enablement leaders, RevOps, customer-facing executives, founders, and anyone responsible for helping teams adapt, sell, and serve customers in a world where speed is the ultimate weapon.

About the Author

Melanie (Mel) Fellay is a fierce advocate for a new era of enablement and the co-founder/CEO of Spekit. A Forbes 30 Under 30 honoree and one of Entrepreneur’s Top 100 Women of Influence, Mel’s unconventional, transparent leadership has been featured in Crunchbase, Fast Company, Business Insider, and more. She founded Spekit in 2018 to close the gap between how we train and how humans learn, elevating women in technology while disrupting the billion-dollar enablement market.

“I wish I’d had this book earlier. An excellent GTM manual. Just-in-time enablement is critical for your sellers and your customers.”

— Sheevaun Thatcher, CEO, Thatcher Consulting Group; formerly VP, Strategic Enablement, Salesforce

Choose speed. Choose clarity. Choose Just-in-Time.

Learn more at www.justintimeenablement.com.

About the author

Melanie (Mel) Fellay is the CEO and co-founder of Spekit. She started the Just-In-Time Enablement company in 2018, after serving as the Chief of Staff for RealtyShares. Mel has raised $60 million in funding for Spekit. Recognized as a dynamic speaker, innovator, and advocate for women in technology, Melanie's thought leadership on enablement, culture, and the future of work has drawn a global audience. She's a Forbes 30 Under 30 recipient and Entrepreneur's Top 100 Women of Influence. Drawing on her deep expertise in enablement, Melanie knows that success in today's rapidly shifting landscape isn't about knowing everything; instead it hinges on having the right information at the right time. Her mission is to make that possible for everyone. When Melanie is not on a plane, you can find her at the Spekit Denver headquarters or with her family in the Bahamas. Jenny Lee is a marketing consultant and writer who lives in Boston.