Welcome to Ben-Cotton.com.
This is my personal website and blog.
I'm privileged to lead EMEA sales enablement for HubSpot out of Dublin, Ireland
where I partner with over 100 sales professionals to help them succeed.
My work is focussed on the intersection between marketing and sales, where I use content, data, training and technology to build strategies that enable our rapidly growing sales team to crush its goals. At any given time I can be an advisor, coach or advocate.
It's an ever evolving and challenging role, but rewarding and lots of fun.
Throughout my career I've helped businesses to grow by increasing website traffic, generating leads and driving sales.
Today, I have a proven track record within the software as a service (SaaS) industry of leading and scaling programmes
that create predictable recurring revenue.
I'm fortunate to have worked with a number of innovative organisations including HubSpot, Indeed, Edelman, Microsoft and PUMA.
It's been quite a journey and I've learnt how to leverage inbound marketing and selling to help organisations grow. On a personal level I bring a hunger to succeed and an entrepreneurial spirit, as well as a love of developing teams
and desire to get stuff done. Everyday.
I regularly write and speak on the topics of sales and marketing alignment, inbound marketing and sales enablement,
and have recently spoken at events in Amsterdam, Dublin, Helsinki, London and Oslo, as well as numerous online events for HubSpot, Sales Hacker and Sales for Life. You can find out more about my areas of expertise on this website.
If you'd like to know more or discuss how we can work together, please get in touch.
I'm always keen to connect with and learn from smart people.
To me, there’s never been a better time to be a sales enablement professional. It’s a rapidly growing area and while there’s a lack of publicly available or indeed, widely adopted best practices and standards, this is due, largely to the fact, that many of us are figuring out exactly what sales enablement is, means and does.
At the beginning of each year I like to reflect on where I’m investing my time - this exercise helps me evaluate whether or not it’s being used in the most valuable, productive and impactful way. Indeed, over the past 12 months I’ve been very deliberate about adopting a growth mindset, and building time into my calendar dedicated to personal development.
Without doubt, one of the most exciting parts of being a marketer today is the perpetual challenge of finding new channels and tactics to leverage. Identifying opportunities that we think will create business value is not only a lot of fun, it’s key to driving future growth. For that reason, organisations need to invest in the discovery of such opportunities.
The more I think about it, the clearer it becomes - strategic communication is an integral part of successful sales enablement. Communication matters. And the success (or failure) of a sales enablement function is intertwined with its ability to influence a sales organisation and change behaviour.
The sales enablement industry has taken tremendous strides in recent years, but by most measures, it’s still a relatively immature function. While there’s a talented and growing body of practitioners that are doing sterling work to advance the industry, for the most part, there’s a distinct lack of standardised sales enablement best practices, planning models and frameworks.
Over the past 12 months I’ve invested considerable time thinking about, experimenting with and optimising my daily routine. I relish the challenge of figuring out new ways to become more efficient and better at my work.
In my sales enablement role at HubSpot I'm truly privileged to partner with over 100 sales professionals that are at the top of their game and only want to get better. Unlike other parts of the business, it’s relatively uncommon for sales enablement to reveal how they work with the sales organisation to hit quota and help the company to grow.
I’m privileged to lead sales enablement for HubSpot in Dublin, Ireland. Working with over 100 sales professionals is challenging, rewarding and lots of fun. No two days are the same and at any given moment I play the role of coach, advocate and advisor.
In today’s world of data-driven marketing, it’s easy to get fixated on what’s measurable. While leveraging data is both important and smart, I increasingly find myself wondering if we, as marketers are overlooking the human dimension of marketing in favour of what’s easy to track, analyse and optimise.