116: Responsible To, Not For: Rethinking Revenue Enablement - with Sheevaun Thatcher, VP Revenue Enablement at Demandbase

In this episode of Women in B2B Marketing, Jane Serra sits down with Sheevaun Thatcher, VP of Revenue Enablement at Demandbase, to unpack what enablement really means when done right. With decades of experience spanning pre-sales, sales, and enablement leadership, Sheevaun shares the lessons learned from building programs that actually move the needle on productivity, retention, and revenue influence. Far from “just training” or “content delivery,” her approach treats enablement as a true business within a business - complete with strategy, investors, and measurable outcomes. Jane and Sheevaun dive into:Sheevaun’s career path from pre-sales into enablement and the lessons learned through each “version” of enablement she builtWhat revenue enablement really means (hint: it touches everyone who influences revenue, not just sales)The difference between being responsible to sales versus responsible for revenueThe five key questions that keep enablement focused on what matters mostThe four pillars of enablement: GTM clarity, aligned content, just-in-time training, and tribal knowledgeHow to align enablement with marketing and product to ensure content is actually adopted and useful in customer conversationsWhy “standard demos” and “budget questions” don’t work - and better approaches to bothThe role of coaching, why high performers don’t always make strong managers, and how to train managers to actually coachHow AI and just-in-time enablement are changing how sellers learn and apply skillsWhen a company is really ready for enablement (and why your first hire should be senior, not junior) Key Links: Guest: Sheevaun Thatcher – LinkedIn Host: Jane Serra – LinkedIn Sheevaun's LinkedIn Articles Mentioned:https://www.linkedin.com/pulse/r2n4-enablement-keystone-sheevaun-thatcher-cpc-tsqcc/https://www.linkedin.com/pulse/my-5-fave-enablement-questions-sheevaun-thatcher-cpc-xr7gf/ –– Like WIB2BM? Show us some love with a rating or review. It helps us get these amazing women in front of the bigger audience they deserve.