Sales enablement is more than just training—it’s about equipping teams with the right strategies, tools, and mindset to thrive. Few understand this better than Jony Maciel, whose journey from sales development to enablement leadership has been driven by a passion for coaching and mentorship. In this Q&A, Jony shares what inspired his career path, his approach to leadership, and how he balances the many demands of his role.
From data-driven insights to hands-on coaching, Jony provides a behind-the-scenes look at what it takes to empower a high-performing sales team.
What path led you to where you are today?
I’ve always been passionate about coaching, mentorship, and helping others grow, which naturally led me to sales enablement. My journey started in sales development, where I not only learned the fundamentals of outbound prospecting and pipeline generation but also found fulfillment in coaching my peers. That passion evolved into leadership roles where I built onboarding programs, developed skill-based training, and created scalable enablement initiatives to support reps at every stage of their growth. What really drew me to enablement full-time was the ability to blend strategy with execution. I love analyzing data to identify skill gaps, creating engaging training experiences, and coaching reps in a way that directly impacts revenue. The path that brought me here, from sales to leadership and a deep focus on skill development, has given me a well-rounded perspective on what it takes to empower sales teams to succeed.
What does a typical day in sales look like for you?
In sales enablement, no two days are exactly the same, but I thrive on the variety and the impact I get to make. A typical day involves a mix of strategic planning, training facilitation, and hands-on coaching. I might start the day analyzing performance data to identify trends and areas where reps need additional support, followed by a working session with sales leadership to align on upcoming initiatives. Then, I could be leading a live training session, refining onboarding content, or having one-on-one coaching conversations with reps to reinforce key skills. With so many moving parts, prioritization is key. I focus on high-impact initiatives that directly drive sales performance, using a combination of data insights and direct feedback from reps and managers to guide my efforts. I also make time for proactive collaboration with cross-functional teams to ensure our enablement programs align with the company’s broader sales strategy. Ultimately, my goal is to balance long-term skill development with immediate support so that reps feel confident and equipped to succeed.
What principles guide your work and inspire others?
My leadership approach is rooted in three key principles: empowerment, accountability, and continuous growth. I believe the best way to inspire and elevate a team is by giving them the tools, knowledge, and confidence to succeed while fostering a culture of ownership. Whether I’m coaching reps or collaborating with stakeholders, I focus on equipping people with the right skills and frameworks to take initiative and drive results. I also prioritize accountability, not just in terms of performance but in creating an environment where feedback is open, constructive, and actionable. I set clear expectations, celebrate wins, and address challenges with a problem-solving mindset. Finally, I lead with a growth mindset both for myself and for those around me. Sales is always evolving, and I encourage reps to embrace learning, experimentation, and iteration. By modeling curiosity and adaptability, I aim to build a culture where continuous improvement is the norm.
What’s a fun fact about you?
My family has a dairy farm in Minas Gerais, Brazil, where I spent many summers learning how to ride horses, milk cows, and care for the animals...though I’ll admit, it was more play than work most of the time. Some of my favorite memories include waking up to the smell of dark roasted coffee and pão de queijo, climbing mango trees, and competing with my sister and father to see who could catch the biggest fish for dinner.
Any advice for looking to make a difference?
My advice would be to start by deeply understanding the mission and values of the organization you're working with. The impact you can make is directly tied to how well you align with and support that mission. In mission-driven work, passion and commitment are essential but so is being adaptable and willing to learn. It's important to be proactive in identifying opportunities to contribute, whether that’s through your specific role or by collaborating across teams. Additionally, don’t be afraid to speak up and share your ideas. Organizations that are committed to making a difference often value fresh perspectives and innovative thinking. And always remember, every small action counts. Whether you're mentoring someone, designing a program, or simply lending a hand, those contributions accumulate and drive the mission forward.
What’s your favorite way to spend a weekend or unwind after a busy week?
Anyone who knows me well would say you can almost always find me on the volleyball court during the weekends. Whether it's through Volo, Yankee Volleyball tournaments, or the Cambridge Boston Volleyball Association, playing keeps me energized and helps me unwind after a busy week. Lately, I've also been brushing up on my Mandarin. Spending a few hours in a coffee shop translating Chinese songs has been a fun challenge. And of course, quality time with friends and family is a must. Whether it’s a game night, a comedy show, or lunch and a movie with the family, I always make time to recharge with the people who matter most.
Whether he’s coaching sales reps, refining training programs, or competing on the volleyball court, Jony Maciel brings the same energy and passion to everything he does. His insights into leadership, accountability, and continuous growth are a testament to how impactful sales enablement can be when done right. As Jony reminds us, success isn’t just about hitting numbers—it’s about fostering a culture where people are empowered to learn, take ownership, and drive meaningful results.
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