The State of Sales Enablement

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156

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May 2025

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About the show

Welcome to the State of Sales Enablement podcast. Insights and actionable advice from B2B sales and sales enablement leaders that share what it takes to achieve sales enablement excellence.

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60 recent

May 7, 202536 min

Troubleshooting Enablement with Ciara Byrne | Interview

In this episode of Troubleshooting Enablement , Devon McDermott sits down with Ciara Byrne - VP of Revenue at SupportNinja - to explore how enablers can scale smarter by partnering with outsourced teams. Ciara’s career has spanned sales enablement, operations, pricing, and executive leadership across global organizations. Today, she’s building high-performing teams and enablement strategies that actually move the needle—and she’s bringing that wisdom to help listeners navigate one of the most debated topics in enablement today: outsourcing. If you’ve ever found yourself buried in priorities, asked to scale without headcount, or wondered how to grow your program without burning out your team… this episode is for you. 🔍 Here’s what we cover: ✅ Outsourcing enablement? – Why BPO partnerships work best when roles are clearly defined and strategy stays in-house. ✅ Getting buy-in – How to position outsourced enablement support as a strategic advantage—not just a cost-cutting measure. ✅ What to outsource (and what not to) – From onboarding logistics to content maintenance, Ciara outlines which functions are ideal for external support. ✅ Global collaboration at scale – Best practices for async communication, tiered meeting cadences, and keeping distributed teams aligned. ✅ The evolving perception of enablement – From “fluffy” function to strategic powerhouse—what’s changed, and what still needs to. ✅ Clarity over chaos – Why clearly defined roles, flying formations, and predictable operating rhythms are non-negotiables for enablement success. Whether you’re a team of one, building a global enablement strategy, or exploring BPO partnerships to help your function scale, this episode is filled with practical tips, strategic frameworks, and a healthy dose of enablement real talk. 📩 Got a question for the show? Send it to: devon@troubleshootingenablement.com 🎧 Episode Links Connect with Ciara Byrne on LinkedIn: linkedin.com/in/ciarabyrneirl Connect with Devon McDermott on LinkedIn: linkedin.com/in/devonmcdermott/

April 9, 202540 min

Troubleshooting Enablement with Felix Krueger | Interview

In this episode of Troubleshooting Enablement , Devon McDermott sits down with Felix Krueger—former consultant, startup founder, and longtime enabler—to explore what it really takes to go from in-house to independent. From his early days in enterprise enablement to building and selling his own company, Felix has worn nearly every hat in go-to-market. Today, he’s back in-house at CarSales while continuing to advise enablers looking to branch out on their own. If you’ve ever considered becoming a consultant, questioned how to package your skills, or wondered how to find clients without selling your soul… this episode is for you. Here’s what we cover: ✅ Where to start – Why defining your niche, auditing your past wins, and leveraging your network are non-negotiables. ✅ What to offer – The three consulting models enablers should consider: diagnostic projects, structured implementations, and retainers. ✅ Who to sell to – Why CROs and founders are more likely buyers than enablement leads (and how to navigate both worlds). ✅ How to set your rate – Why you should charge more than you think—and how to scope and price engagements to avoid burnout. ✅ What to avoid – Common mistakes new consultants make—from getting lost in branding to underestimating the power of execution. Whether you're enablement-curious, actively exploring your next move, or simply want to better understand what makes a successful consultant tick, this episode is packed with practical insight. 🎙️ Episode Links Connect with Felix Krueger on LinkedIn: https://www.linkedin.com/in/hfkrueger/ Connect with Devon McDermott on LinkedIn: https://www.linkedin.com/in/devonmcdermott/ 📩 Got a question for the show? Email us at: devon@troubleshootingenablement.com Mentioned in this episode: 🚀 The Ultimate Sales Enablement Learning Experience is Here! We’re excited to announce the relaunch of The Building Blocks of Sales Enablement Learning Experience—now with updated content, enhanced exercises, and certification options designed to take your sales enablement career to the next level! Why You Should Join: ✅ Learn a proven framework built on 30+ years of enablement expertise. ✅ Master all building blocks of sales enablement, from Sales Manager Enablement to Analytics & Metrics. ✅ Get access to new interactive exercises, templates, quizzes, and resources. ✅ Earn a Professional or Consulting Certification to showcase your expertise. Exclusive Offers: First 10 sign-ups for the Professional Certification get it at half price. Podcast listeners get an additional 10% off with the code STATE10. How to Enroll: 🔗 Visit goffwd.com/blocks to explore the course and sign up. Use code STATE10 at checkout for your exclusive listener discount.

March 26, 202539 min

Statistical Enablement with Dr. Tom Tonkin | Interview

In this episode of The State of Sales Enablement, Coach K sits down with Dr. Tom Tonkin—sales enablement OG, academic, and data whisperer—to explore what truly makes enablement work. From his early days as a sales leader at Oracle to earning a PhD in Organizational Leadership, Tom’s unique journey has equipped him with rare insight into what actually moves the needle in sales performance. Today, he’s on a mission to bring statistical rigor to the world of enablement—and help practitioners avoid chasing shiny objects. If you’ve ever relied on vendor reports, built programs based on industry surveys, or wondered why your initiatives aren’t getting the results you expected… this episode is for you. Here’s what we cover: ✅ Why most industry surveys are statistically useless – The difference between descriptive and predictive data—and how to spot flawed claims. ✅ Charters, methodologies, and other myths – The surprising things that don’t actually move the revenue needle. ✅ The 4 levels of insight – Descriptive, diagnostic, predictive, and prescriptive—what they are and why most enablement teams are stuck at level one. ✅ What enablers need to learn next – Why basic statistical literacy might be the most underrated skill in enablement today. Whether you're an enabler, sales leader, or data-curious professional, this episode will change the way you think about metrics, measurement, and what it truly means to be "data-driven." Episode Links Connect with Dr. Tom Tonkin on LinkedIn: https://www.linkedin.com/in/drtomtonkin/ Connect with Coach K on LinkedIn: https://www.linkedin.com/in/jmkmba/ Mentioned in this episode: 🚀 The Ultimate Sales Enablement Learning Experience is Here! We’re excited to announce the relaunch of The Building Blocks of Sales Enablement Learning Experience—now with updated content, enhanced exercises, and certification options designed to take your sales enablement career to the next level! Why You Should Join: ✅ Learn a proven framework built on 30+ years of enablement expertise. ✅ Master all building blocks of sales enablement, from Sales Manager Enablement to Analytics & Metrics. ✅ Get access to new interactive exercises, templates, quizzes, and resources. ✅ Earn a Professional or Consulting Certification to showcase your expertise. Exclusive Offers: First 10 sign-ups for the Professional Certification get it at half price. Podcast listeners get an additional 10% off with the code STATE10. How to Enroll: 🔗 Visit goffwd.com/blocks to explore the course and sign up. Use code STATE10 at checkout for your exclusive listener discount.

March 12, 202534 min

High Impact SKOs with Kunal Pandya | Interview

In this episode, host Felix Krueger sits down with Kunal Pandya, VP of Global Revenue Enablement at Corsearch and Founder of Sales Velocity Labs, to break down the strategy behind running a highly effective SKO. With 17+ years in enablement, Kunal has refined an approach that aligns SKOs with business outcomes, maximizes engagement, and ensures key learnings translate into real sales impact. Here’s what we cover in this episode: The 5 golden rules of SKOs – why focusing on how teams feel can make all the difference Connecting SKO content to business strategy – how to align keynotes and training sessions with sales objectives The ‘Hit My Number’ framework – a practical SKO workshop structure that helps sales teams break down their quota into actionable steps The role of frontline sales leaders – how to ensure ongoing coaching and reinforcement post-SKO Avoiding SKO pitfalls – why too many slides, generic messaging, and a lack of interactivity kill engagement Don't miss this episode if you plan on making your next SKO the best one yet! Episode Links: Corsearch – corsearch.com Sales Velocity Labs – salesvelocitylabs.com Conect with Kunal Pandya – linkedin.com/in/kunalpandya Connect with Felix Krueger – linkedin.com/in/hfkrueger Mentioned in this episode: 🚀 The Ultimate Sales Enablement Learning Experience is Here! We’re excited to announce the relaunch of The Building Blocks of Sales Enablement Learning Experience—now with updated content, enhanced exercises, and certification options designed to take your sales enablement career to the next level! Why You Should Join: ✅ Learn a proven framework built on 30+ years of enablement expertise. ✅ Master all building blocks of sales enablement, from Sales Manager Enablement to Analytics & Metrics. ✅ Get access to new interactive exercises, templates, quizzes, and resources. ✅ Earn a Professional or Consulting Certification to showcase your expertise. Exclusive Offers: First 10 sign-ups for the Professional Certification get it at half price. Podcast listeners get an additional 10% off with the code STATE10. How to Enroll: 🔗 Visit goffwd.com/blocks to explore the course and sign up. Use code STATE10 at checkout for your exclusive listener discount.

March 5, 202538 min

The SPARE Method with April Petrey | Interview

How do you build a scalable, effective sales process—without overcomplicating it? In this episode of The State of Sales Enablement , Coach K (Jonathan Kvarfordt) sits down with April Petrey, sales enablement consultant and creator of the SPARE Method, to talk about building minimum viable sales processes and onboarding programs for fast-growing businesses. What you’ll learn in this episode: ✅ The SPARE Method – A framework for scalable, resource-light sales processes ✅ Why alignment across sales, marketing, and product is critical for growth ✅ The importance of exit criteria and why most sales processes fail without it ✅ The hidden power of enablement and why empathy is key to driving change ✅ How startups can set up a foundational sales process that attracts investors Connect with April: https://www.linkedin.com/in/aprilpetrey/ Learn more about Allonsy Innovation: linkedin.com/company/allonsy-innovation-llc/ Connect with Coach K: https://www.linkedin.com/in/jmkmba/ Mentioned in this episode: 🚀 The Ultimate Sales Enablement Learning Experience is Here! We’re excited to announce the relaunch of The Building Blocks of Sales Enablement Learning Experience—now with updated content, enhanced exercises, and certification options designed to take your sales enablement career to the next level! Why You Should Join: ✅ Learn a proven framework built on 30+ years of enablement expertise. ✅ Master all building blocks of sales enablement, from Sales Manager Enablement to Analytics & Metrics. ✅ Get access to new interactive exercises, templates, quizzes, and resources. ✅ Earn a Professional or Consulting Certification to showcase your expertise. Exclusive Offers: First 10 sign-ups for the Professional Certification get it at half price. Podcast listeners get an additional 10% off with the code STATE10. How to Enroll: 🔗 Visit goffwd.com/blocks to explore the course and sign up. Use code STATE10 at checkout for your exclusive listener discount.

February 25, 202538 min

AI Enablement with Jonathan "Coach K" Kvarfordt | Interview

In this special episode of The State of Sales Enablement , Felix Krueger flips the script and welcomes the show’s own co-host, Jonathan Kvarfordt (Coach K), to the other side of the mic. Known for his deep insights into AI, sales enablement, and go-to-market strategies, Coach K shares his vision for AI in sales, the evolution of AI agents, and the intersection of human connection and automation. We dive into his latest role as Head of GTM Growth at Momentum, the launch of the AI Business Network, and how AI is reshaping everything from customer interactions to sales enablement workflows. Here's what we’ll cover: ✅ The role of AI in sales —how AI is shifting from a tool to a co-pilot for sales teams. ✅ GPTs vs. AI Agents —the key differences and why agents are the next big leap. ✅ AI automation in sales enablement —how enablers can amplify their impact using AI. ✅ The future of AI in customer interactions —can AI replace sales teams, or does human connection still reign? ✅ Momentum's approach to AI-driven sales workflows —why real-time conversation intelligence is a game-changer. ✅ The risks of AI over-reliance —how to maintain critical thinking in an AI-first world. ✅ Why authenticity will become a premium experience —how live interactions and in-person events will stand out in an AI-saturated world. Tune in to hear Coach K’s unique perspective on where AI is headed, how it’s already impacting sales and enablement, and what the future holds for human-AI collaboration. Connect with Coach K: 📍 LinkedIn : linkedin.com/in/jmkmba/ 📍 Momentum : momentum.io 📍 AI Business Network : [Coming Soon] 📍 GTM AI Academy : gtmaiacademy.com/ Mentioned in this episode: 🚀 The Ultimate Sales Enablement Learning Experience is Here! We’re excited to announce the relaunch of The Building Blocks of Sales Enablement Learning Experience—now with updated content, enhanced exercises, and certification options designed to take your sales enablement career to the next level! Why You Should Join: ✅ Learn a proven framework built on 30+ years of enablement expertise. ✅ Master all building blocks of sales enablement, from Sales Manager Enablement to Analytics & Metrics. ✅ Get access to new interactive exercises, templates, quizzes, and resources. ✅ Earn a Professional or Consulting Certification to showcase your expertise. Exclusive Offers: First 10 sign-ups for the Professional Certification get it at half price. Podcast listeners get an additional 10% off with the code STATE10. How to Enroll: 🔗 Visit goffwd.com/blocks to explore the course and sign up. Use code STATE10 at checkout for your exclusive listener discount.

February 18, 202534 min

VC Enablement with Carolyn Breeze and Lauren Calautti | Interview

In this episode of The State of Sales Enablement , Felix sits down with Carolyn Breeze (CEO) and Lauren Calautti (Chief Revenue Rocketeer) from Scalare Partners, an ASX-listed investment firm operating in Australia and USA. Unlike traditional VC firms, Scolari Partners takes a hands-on approach—providing commercial services that help startup founders and scale-ups build and refine their sales motions for sustainable revenue growth. Carolyn and Lauren share their unique perspectives on sales enablement in the startup world, emphasizing why sales is just as critical as product development. Whether you're a founder, enabler, or sales leader, this episode is packed with insights on how to build scalable sales strategies from day one and how corporates can learn from startup agility. Here's what we’ll cover: ✅ The biggest sales challenges for startup founders —why sales is often an afterthought and how to correct that. ✅ Building scalable sales functions —the process VC firms use to diagnose sales issues and implement effective strategies. ✅ Sales acceleration in startups vs. enterprises —why corporate sales teams often lack the scrappy, high-impact approach of startups. ✅ Technology for sales enablement —which tools are transforming sales efficiency and effectiveness. ✅ VC firms as sales enablers —how VC firms can embed commercial success into their investment strategy. 🔊 Tune in to learn how startups can accelerate revenue growth and why even large enterprises should adopt a founder’s mindset when it comes to sales. Episode Links Scalare Partners: scalarepartners.com Carolyn Breeze on LinkedIn: linkedin.com/in/carolynbreeze Lauren Calautti on LinkedIn: linkedin.com/in/laurenmellino Felix Krueger on Linkedin: linkedin.com/in/hfkrueger/ Mentioned in this episode: 🚀 The Ultimate Sales Enablement Learning Experience is Here! We’re excited to announce the relaunch of The Building Blocks of Sales Enablement Learning Experience—now with updated content, enhanced exercises, and certification options designed to take your sales enablement career to the next level! Why You Should Join: ✅ Learn a proven framework built on 30+ years of enablement expertise. ✅ Master all building blocks of sales enablement, from Sales Manager Enablement to Analytics & Metrics. ✅ Get access to new interactive exercises, templates, quizzes, and resources. ✅ Earn a Professional or Consulting Certification to showcase your expertise. Exclusive Offers: First 10 sign-ups for the Professional Certification get it at half price. Podcast listeners get an additional 10% off with the code STATE10. How to Enroll: 🔗 Visit goffwd.com/blocks to explore the course and sign up. Use code STATE10 at checkout for your exclusive listener discount.

February 11, 202532 min

Scaling Influence with Alex Matyushenko | Interview

In this episode of The State of Sales Enablement , Coach K welcomes Alex Matyushenko, a seasoned enablement leader with experience at AWS, Google, and Microsoft. From driving sales excellence to leveraging AI for scalable impact, Alex shares his expertise on influencing at scale, enabling leaders, and building high-performing teams—even when those teams don’t report directly to you. Here’s what we’ll cover: Enablement in 2025: What modern enablement really is and why it’s more critical than ever. AI as an Enablement Superpower: How AI can enhance onboarding, sales readiness, and skill-building at scale. Influencing Without Authority: How to drive meaningful change even when you don’t manage the sales team directly. The Power of Research: How Alex prepares for leadership conversations, identifies performance gaps, and builds enablement strategies that work. Execution Over Advice: Why enablement fails when it stays in “consulting mode” and how to ensure you deliver tangible business impact. The 3 Leadership Principles: Alex’s framework for inspiring and leading teams effectively. Tune in for an insightful conversation packed with practical enablement strategies, leadership lessons, and AI-driven innovations that can help any enabler increase their influence and impact in 2025 and beyond. Connect with Alexander Matyushenko : 🔗 LinkedIn: https://www.linkedin.com/in/alexmat/ Connect with Jonathan Kvarfordt (Coach K): 🔗 LinkedIn: https://www.linkedin.com/in/jmkmba/ #SalesEnablement #AIinSales #Leadership #EnablementExcellence #SalesCoaching Mentioned in this episode: 🚀 The Ultimate Sales Enablement Learning Experience is Here! We’re excited to announce the relaunch of The Building Blocks of Sales Enablement Learning Experience—now with updated content, enhanced exercises, and certification options designed to take your sales enablement career to the next level! Why You Should Join: ✅ Learn a proven framework built on 30+ years of enablement expertise. ✅ Master all building blocks of sales enablement, from Sales Manager Enablement to Analytics & Metrics. ✅ Get access to new interactive exercises, templates, quizzes, and resources. ✅ Earn a Professional or Consulting Certification to showcase your expertise. Exclusive Offers: First 10 sign-ups for the Professional Certification get it at half price. Podcast listeners get an additional 10% off with the code STATE10. How to Enroll: 🔗 Visit goffwd.com/blocks to explore the course and sign up. Use code STATE10 at checkout for your exclusive listener discount.

February 4, 202541 min

Enablement Execution with Aaron Evans | Interview

In this episode of The State of Sales Enablement , Jonathan Kvarfordt (Coach K) welcomes Aaron Evans , co-founder of Flow State , a B2B sales performance and transformation consultancy. Aaron has spent 15 years in enablement, working across multinational corporations and fast-moving startups, and today he shares his insights on sales transformation, methodology adoption, and why enablement must be laser-focused on pipeline impact . Here’s what Jonathan and Aaron discussed: 🔹 Why methodology alone doesn’t drive success – A critical look at sales methodologies (MEDDIC, SPICED, Challenger, etc.) and why execution and consistency matter more than the framework itself. 🔹 The role of enablement in driving sales effectiveness – Why companies should move away from efficiency-focused programs and prioritize effectiveness to create real revenue impact. 🔹 Fixing enablement’s identity crisis – How enablement’s broad scope leads to confusion and how teams can better define their strategic value . 🔹 Enablement’s impact on pipeline – Why the key to demonstrating enablement’s ROI is tracking measurable business outcomes , not just training participation. 🔹 The CRO’s role in enablement success – What separates a great CRO from an ineffective one and how sales leaders should think about enablement. Tune in for a no-fluff conversation about what actually moves the needle in sales enablement and how enablement professionals can step up and prove their value in today’s market. Connect with Aaron Evans: 🔗 LinkedIn: https://www.linkedin.com/in/aaronevanssalesenablement/ 🌐 Website: https://flowstatesales.co.uk/ Connect with Jonathan Kvarfordt (Coach K): 🔗 LinkedIn: https://www.linkedin.com/in/jmkmba/ #SalesEnablement #RevenueGrowth #SalesTransformation #SalesLeadership #B2BSales #AIinSales #SalesCoaching Mentioned in this episode: The Building Blocks of Sales Enablement Learning Experience The Building Blocks of Sales Enablement Learning Experience is the ultimate sales enablement learning experience based on the best-selling book by Mike Kunkle. This self-paced learning experience will provide you with the knowledge and guidance required to fast-track the sales enablement maturity levels of your organization and your career. - Gain the knowledge required to fast-track your sales enablement career - Create the impact associated with advanced enablement maturity levels - Certifications showcasing your ability to create business impact To find out more and to register for exclusive relaunch offers visit goffwd.com/blocks.

January 28, 202535 min

Maturity Models with Felix Krueger | Interview

Devin McDermott welcomes Felix Krueger , the founder of this very podcast, former enablement consultant, and seasoned enablement leader, to discuss one of the hottest topics in sales enablement today: enablement maturity models . Felix shares practical advice and expert insights into what maturity models are, why they matter, and how enablers can leverage them to evolve their functions and drive measurable impact. Tune in to learn: How to assess where your enablement function stands on the maturity curve Strategies for gaining leadership buy-in and securing resources The importance of connecting your initiatives to business goals and KPIs Tips for scaling your function, whether you're a team of one or part of a global organization Connect with Felix Krueger: LinkedIn: Felix Krueger Connect with Devin McDermott: LinkedIn: Devin McDermott Mentioned in this episode: The Building Blocks of Sales Enablement Learning Experience The Building Blocks of Sales Enablement Learning Experience is the ultimate sales enablement learning experience based on the best-selling book by Mike Kunkle. This self-paced learning experience will provide you with the knowledge and guidance required to fast-track the sales enablement maturity levels of your organization and your career. - Gain the knowledge required to fast-track your sales enablement career - Create the impact associated with advanced enablement maturity levels - Certifications showcasing your ability to create business impact To find out more and to register for exclusive relaunch offers visit goffwd.com/blocks.