#230: Revenue Enablement Masterclass Based on 20 Years in Tech
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#230: Revenue Enablement Masterclass Based on 20 Years in Tech
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概要
In this video, I sit down with Georgia Watson, a 21-year IBM veteran, and Adem Manderovic to dig into why sales enablement keeps failing even when companies are spending big on it.
We cover:
→ Why strategy is rarely the problem but execution almost always is
→ What revenue enablement actually means and why most orgs get it wrong
→ The real reason AI pilots fail 95% of the time
→ Why human skills like trust, storytelling and value articulation still win deals
If you're a sales leader, revenue leader or marketer wondering why your sellers still struggle to have commercial conversations despite all the investment you're making in them.
Tune in and learn:
→ Why tools and training alone don't move the needle
→ How incentives and measurement drive the wrong behaviours
→ What world class enablement actually looks like in practice
→ Why the best sellers win 88% of the time no matter what they're handed
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🔗 Links + CTAs
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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course
🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school
💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency
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Timestamps:
00:00 Why Revenue Performance Is an Execution Problem
00:07 Georgia Watson's 21 Years at IBM
00:12 What Revenue Enablement Actually Is
00:20 The 7-Part Enablement Framework
00:25 Why AI Pilots Fail 95% of the Time
00:31 Human Skills AI Can't Replace
00:38 Incentives, Measurement and Broken Pipeline Reviews
00:45 What World Class Enablement Really Looks Like
00:51 Where Most Enablement Programs Hit Their Ceiling
S08 E230 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing