Britain’s manufacturers are entering 2026 with a sense of “cautious optimism.” The introduction of a clear Industrial Strategy is being hailed as the single biggest driver of growth, according to the latest Make UK Executive Survey 2026.
However, beneath this optimism lies a challenge: a growing skills gap that threatens to stall the sector’s ambitions. While 68% of manufacturers struggle to find qualified employees, the crisis has moved beyond the factory floor. Sales teams are now facing a “competency cliff” as they struggle to sell AI-driven solutions and advanced manufacturing technologies. This is where a robust strategy for manufacturing sales enablement becomes the defining factor for success.
Amongst the report’s other findings is a hidden reason for rising consumption – 34% of executives cite energy-intensive technologies and digitalisation as the primary factor driving their increased energy use.
Meanwhile, a significant 42% of manufacturers said they are targeting new export markets specifically to reduce their reliance on domestic UK demand. And, says the report, for the first time in years, marketing and customer engagement have surged to the top of the investment agenda, with 56% of firms planning increases.
The Cost-Pressure Paradox and the Role of Enablement
The Make UK survey reveals a “tipping point” for many firms. Mounting employment and energy costs are forcing leaders to weigh up cancelling or moving investments overseas.
For sales professionals, this creates a unique psychological challenge. They must articulate the benefits of high-cost technological capabilities, such as predictive maintenance and digital supply chains, to customers who are laser-focused on bottom-line sustainability. Effective manufacturing sales enablement ensures that reps have the commercial acumen to justify these investments in a high-cost environment.
“The warning lights are now flashing red on the UK as a competitive place to manufacture and invest,” warns Stephen Phipson CBE, CEO of Make UK. “The Government promised significant change; now is the time to deliver it.”
Closing the Implementation Gap in Manufacturing Sales Enablement
The challenges identified by Make UK mirror many findings from The Growth Hub’s State of Sales 2025 report. Both studies highlight an “Implementation Gap” regarding how firms support their teams:
The Stat: 87% of sales leaders consider enablement “extremely important.”
The Reality: Only 45% of organisations actually have a dedicated department for manufacturing sales enablement.
In manufacturing, this gap is dangerous. When sales teams lack the structured training to translate technical specs into commercial value, they default to selling on price, eroding margins just when firms need them most.
Bridging the Gap: The Winners of 2026
As Cara Haffey, Leader of Industrials & Services at PwC UK, notes: “The industry can’t afford to sit still. Those shifting their focus to product innovation, embracing technology, and investing in marketing will be the winners.”
The Path Forward for Sales Leaders:
- Technical Translation: Use manufacturing sales enablement to equip your team to translate “AI-powered quoting” into “customer ROI.”
- Strategy over Operation: Stop treating training as a “nice-to-have” and start treating it as a revenue driver.
- AI Adoption: With 70% of non-adopters planning to implement sales-specific AI this year, the “wait and see” approach is officially over.
Join the Conversation
The Growth Hub is currently conducting its 2026 State of Sales Survey. If you’re a leader looking to refine your manufacturing sales enablement strategy, your insights are vital to our next benchmark report.
