#230: Revenue Enablement Masterclass Based on 20 Years in Tech
About this episode
The episode explores the challenges of revenue enablement in sales, emphasizing execution over strategy and the importance of human skills.
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 ----------------------------------------------------- 🔗 Links + CTAs ----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School…
More episodes of The B2B Playbook
- #232: The Secret to Crushing Demand Gen in 2026 and Beyond
- #231: YouTube Masterclass for B2B Businesses (2026)
- #229: B2B Marketing: How to Measure Brand the RIGHT Way
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