Revenue leaders don’t trust their pipeline anymore.

In this episode, we sit down with Phil Cleary – 20+ year Salesforce veteran and co-lead of the Revenue Enablement Society – to unpack what’s really happening inside revenue teams right now.

We break down why forecasts are slipping, why pipeline feels fabricated, and why traditional sales training isn’t fixing behaviour.

This is a deep dive into revenue enablement strategy at the leadership level.

We cover:

+ Why buyers are frozen (FOBO from FOMO)

+ The 2x2 coaching model every sales leader should use

+ Why “software with a service” is the future of SaaS

+ How behaviour, identity, and mindset drive real adoption

+ Why you are your calendar

If you lead sales, marketing, or revenue teams – this conversation will challenge how you think about enablement.

Tune in and learn:

+ How to fix forecast uncertainty

+ How to build behaviour-led performance

+ How to align revenue teams around real commercial oversight

If you care about predictable revenue, commercial common sense, and long-term alignment – this one’s essential.

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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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00:00 Why Revenue Leaders Are Losing Confidence in Their Forecast

04:40 FOMO vs FOBO: Why Buyers Are Frozen

08:10 Is Your Pipeline Fake?

11:20 Revenue Retention Is Changing Sales Behaviour

14:00 Why Commercial Handover Is Broken

16:20 The Smash-and-Grab Sales Problem

19:50 The 2x2 Coaching Framework

22:30 Toxic High Performers

25:00 What Good Behaviour Looks Like

29:30 Why Training Fails

31:00 The Kirkpatrick Model

33:10 Specialisation in Sales Teams

36:10 Thinking Like a Franchise Owner

39:40 You Are Your Calendar

42:10 Growth Mindset in Revenue Teams

48:20 SaaS vs Software With a Service

54:30 Crossing the Chasm

01:00:10 Revenue Enablement Society

01:04:00 The Art and Science of Leadership

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E219 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #salesleadership #salesadvice #revenueenablement