What B2B CMOs Need to Know About Sales Enablement

Guest: Andy Paul Author, Podcaster, Speaker, Sell Without Selling Out

For many B2B companies, the sales process is broken yet the solution is remarkably simple. It’s time to treat buyers as collaboration partners instead of targets. Time to approach selling as something you do with a prospect rather than to them. Time to make selling more human and more effective in a world where more qualified leads is not resulting in higher win rates.

Simple, right? But not easy. As laid out in Sales expert Andy Paul’s new book Sell Without Selling Out, it takes true courage to transform the current playbook, but those bold enough to take the leap will see shorter decision cycles and higher win rates, any B2B organization’s dream.

In this episode, Andy shares how marketers are uniquely poised to enable sales teams through insights into buyer behavior—introducing a new way of selling that ditches “salesy” to make way for connection, curiosity, understanding, and generosity. Don’t miss it!

What You’ll Learn in This Episode

  • The problem with B2B selling today
  • How marketing can improve the buyer experience (and increase win rates)
  • How CMOs can build trust with their CRO

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