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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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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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

In this episode, we break down how to actually measure brand impact without overcomplicating it, including the leading indicators lean B2B teams should track before pipeline shows up.

We cover:

→ Why leading indicators matter more than lagging ones early on

→ What early brand signals actually look like in practice

→ Why qualitative data and self-reported attribution is so powerful

→ A simple list of brand metrics lean teams should focus on

If you are a B2B marketer trying to justify your brand investment to leadership or figure out if your demand gen is actually working before revenue shows up.

Tune in and learn:

→ The difference between leading and lagging brand metrics

→ What signals to watch for before pipeline materializes

→ Why qualitative beats quantitative for brand measurement in B2B

→ How to build a simple brand scorecard without bloated dashboards

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🔗 Links + CTAs

🎓 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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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

00:00 How to Measure Brand Without Overcomplicating It

00:01 Why B2B Teams Struggle to Measure Brand Impact

00:02 The Five B's Framework Refresher

00:03 Definitions: Leading vs Lagging Brand Indicators

00:07 Why Brand Programs Get Killed Too Early

00:07 What Early Brand Signals Actually Look Like

00:09 ICP Engagement as a Brand Signal

00:10 Self-Reported Attribution and How Did You Hear About Us

00:12 Sales Feedback as an Early Brand Signal

00:13 Category Entry Points and Customer Interviews

00:14 Why Qualitative Data Beats Quantitative in B2B

00:16 Self-Reported Attribution in the Age of AI

00:19 Why Ad Platforms Are Giving Advertisers Less Control

00:20 Simple Brand Metrics for Lean Teams

00:23 Share of Search as a Brand Metric

00:24 Key Takeaways: What to Track and Why

S08 E229 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing

Most B2B marketers think demand generation and lead generation are the same thing.

They’re not.

And confusing the two is exactly why your pipeline isn’t growing.

In this episode, we break down the real difference between demand generation vs lead generation — and why most teams are stuck running a system that creates activity, not revenue.

We walk through the 5 BE’s Framework and show how to shift from chasing leads to building real demand in your market.

Tune in and learn:

→ Why lead generation breaks at scale

→ How demand generation actually builds pipeline

→ What most teams get wrong about the 95/5 rule

If you’re under pressure to generate more leads but know something isn’t working, this will change how you approach marketing.

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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 generating demand for your B2B business?

https://theb2bplaybook.com/demand-generation-agency

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SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

00:00 Demand Generation vs Lead Generation: Why This Debate Matters

00:03 The Real Problem: It’s Not Tactics, It’s Sequencing

00:05 Lead Generation Explained (And Why It Breaks)

00:07 Why Sales Hates Lead Gen (And They’re Right)

00:09 The “Leaky Bucket” Problem in B2B Marketing

00:11 Why Lead Gen Becomes Financially Unsustainable

00:12 Why Demand Capture Alone Doesn’t Scale

00:14 The 95/5 Rule That Changes Everything

00:16 Why Buyers Ignore You (Even If You’re Better)

00:18 Demand Generation Explained (What It Actually Means)

00:20 The 5 B’s Framework: A Better System

00:23 Category Entry Points: The Missing Link

00:25 Why “Cataloguing” Beats Intent Data

00:29 How Sales & Marketing Became Misaligned

00:30 Building Trust Before Buyers Are Ready

00:33 Why Most Content Doesn’t Work

00:34 Distribution: The Difference Between Seen vs Ignored

00:36 LinkedIn Strategy That Drives Real Demand

00:40 Case Study: From $50K to $200K/Month

00:43 Measuring Demand Gen (Without Last Click Bias)

00:44 Revenue Alignment: The Missing System

00:46 How to Build a Competitive Advantage

00:48 Where to Start (Without Breaking Everything)

00:50 Balancing Demand Gen vs Lead Gen in Reality

00:53 AI Won’t Replace This Skill

00:57 How Long Demand Gen Actually Takes

S08 E228 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing