Strategic Revenue Enablement
The Tactical Execution of Your Go-To-Market Strategy
by Neil M. O'Connor

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In folklore, a silver bullet is a legendary solution for defeating powerful foes. In sales, it’s often viewed as an elusive fantasy—until now. Strategic Revenue Enablement reveals sharp, practical strategies that treat revenue enablement as a game of wits. From defining salesmanship to ensuring organizational health, this book guides readers through each step of optimizing the sales process. The book demystifies complex concepts like identifying top sales talent, nurturing their abilities, understanding modern buyer psychology, and crafting effective sales messaging. Backed by the author’s industry experience, every discussion is rooted in facts and statistics, providing essential insights into today’s market. Rich with anecdotes and real-life case studies, Strategic Revenue Enablement illustrates its points with engaging stories like the janitor at Frito-Lay and the missing shoehorn. Covering topics such as Complexity Theory, Sales Competencies, Internal Consulting and Customer Success, the book teaches through meticulous storytelling. Key discussions include “Why Do They Buy?”, “Experiential Learning,” “Salespeople Analytics,” and “Everboarding,” offering valuable lessons for any Revenue Enablement leader. Strategic Revenue Enablement also addresses how to avoid structural pitfalls and the dangers of non-adaptability. The book’s exploration of organizational siloes and human tendencies provides profound insights into company dynamics. Packed with actionable to-dos for customer engagement, horizontal collaboration, product launch, data analytics, and more, this book delves into specifics like Socratic Questioning for coaching, AI role-playing for onboarding, and Voice Analytics for feedback loops. It’s not just for sales leadership or L&D professionals; its curiosity-driven approach makes it accessible and beneficial for readers from any background.

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I rarely come across real experienced Salespeople like Neil. He is genuinely passionate about Sales and Sales Enablement. Also, I was impressed with his knowledge and desire to keep learning more about these subjects. It was really clear as he was able to contribute with innovative ideas from the very beginning. Camila Soares Head of Sales Operations, Analytics

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Neil M. O'Connor is an award-winning salesman. Recognizing a change in buyer behaviours he transitioned his successful 15-year sales career into Revenue Enablement leadership. Focusing on organizational behaviour and communications, Neil acquired the competencies that make him a thought leader in enablement. His journey is an inspiration for those seeking to advance in their careers. Neil has created enablement in five companies and hired and trained over 50 potential enablers who have evolved to become leaders in the Enablement world.

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Contributors

Author

Neil M. O'Connor