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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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