The Sales Enablement Series: Why Storytelling Still Rules B2B Sales

Shift Click

What does sales enablement really mean in 2025? It’s a question many B2B leaders are asking as buyer expectations shift and digital tools take center stage.

In this episode of Shift Click: The Sales Enablement Series, Codup CEO Asim Bawany, VP of Marketing John Davis, and Product Head Fahad Sheikh sit down for a candid conversation on the future of sales enablement in B2B commerce.They unpack how manufacturers and distributors can leverage intent data, integrated platforms, and smarter processes to reduce friction and strengthen every buyer interaction. The discussion also dives into mindset shifts, cultural adoption, and why storytelling still sits at the heart of building trust.For business leaders navigating digital transformation—or anyone rethinking how their teams sell—this episode offers practical guidance and forward-looking insights you can put into action.

Takeaways:

1. Sales enablement has evolved to include various functions beyond just sales teams.
2. Understanding customer intent is crucial for effective sales conversations.
3. Data-driven insights can significantly enhance the sales process.
4. Technology should be viewed as an augmentation tool, not a replacement for salespeople.
5. Personalization in marketing and sales leads to better customer engagement.
6. Storytelling is a vital component of the sales process.
7. Companies must overcome reluctance to adopt digital technologies.
8. Legacy systems can hinder the implementation of effective sales strategies.
9. Defining ROI for digital transformation is essential for leadership buy-in.
10. Sales enablement requires a mindset shift across the organization.

Timestamps

00:00Understanding Sales Enablement

03:12The Evolution of Sales Enablement

05:53Data-Driven Conversations

08:58Intent and Personalization

11:40Technology as an Augmentation Tool

14:56The Role of Storytelling in Sales

17:39Navigating Digital Transformation

20:39Overcoming Fear of Technology

24:37Understanding Digital Transformation in Manufacturing

27:03Overcoming Legacy Systems and Technology Gaps

29:00The Importance of Vision in Technology Adoption

31:31Sales Enablement: Beyond Technology

34:59Aligning Sales, Marketing, and Technology for Success

38:25Introduction to the Series

38:53Exploring Deeper Insights

Follow Speakers: Fahad Sheikh - ⁠https://www.linkedin.com/in/fahadsheikhfadi/⁠

Asim Bawany - ⁠https://www.linkedin.com/in/asimbawany/⁠

John Davis - ⁠https://www.linkedin.com/in/johnsdavis/⁠

Shift Click powered by Codup:

Website - ⁠https://codup.co/⁠

Youtube - ⁠https://www.youtube.com/@codup2947⁠