#230: Revenue Enablement Masterclass Based on 20 Years in Tech
The B2B Playbook · 2026-05-17 · 58 min
Episode notes
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 -
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