B2B Sales Trends · 2026-06-30 · 33 min
Sales enablement often fails because companies ask sales teams to sell software using a system designed for hardware. In this episode of the B2B Sales Trends Podcast, Harry sits down with Juha Mirsch, Global Sales Enablement Lead for ABB's Digital Portfolio, to explore why digital transformation stalls, why software sales require a different approach to customer conversations, and how leaders can redesign sales enablement without building a separate sales force. Juha explains why this isn't a motivation problem but a design problem. He shares the frameworks ABB uses to build seller confidence, coach real opportunities instead of delivering one off training, and create lasting behaviour change that leads to stronger customer relationships and recurring revenue.
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