Most sales enablement professionals will admit that our role is continuously changing but remains some combination of enabling go-to-market sales strategy using the right tactics. We work closely with sales leadership to identify issues in productivity and performance and aim to solve those challenges by using tools, technology, process, or training. While that work will always be important, chief revenue officer and demographer John Maketa gave attendees of the Association for Talent Development's 2022 SELL Conference a rare, 50,000-foot view into the future. During his keynote address, Maketa shared objective, generational math behind the current US population wave—and the reality has staggering implications for the talent development work we do today.