#230: Revenue Enablement Masterclass Based on 20 Years in Tech

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: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency \----------------------------------------------------- SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ \----------------------------------------------------- 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