Ben Cotton
Ideas on
The New GTM Playbook
in the Age of AI
What Does Best-in-Class Sales Enablement for SaaS Businesses Look Like?
I’ve said it before, but it’s worth repeating. I’m privileged to lead sales enablement for HubSpot out of EMEA. Helping our sales teams in Dublin, Ireland to hit quota is challenging, rewarding and lots of fun. We have a world class software as a service (SaaS) sales organisation and it’s my role to partner with them to ensure they succeed.
Sales Enablement Metrics for SaaS Businesses
I’m privileged to lead sales enablement for HubSpot out of EMEA and as part of my role I get to set the direction, goals and KPIs of the team. Helping our rapidly expanding sales team in Dublin, Ireland to succeed is challenging, rewarding and lots of fun. But selecting the right metrics to gauge the impact of sales enablement is tough.
Building a SaaS Sales and Marketing Engine
The inherent predictability of the software as a service (SaaS) business model makes it attractive to business leaders, customers and investors alike. Predictable costs and revenue can and should lead to predictable growth. You also need to build a sales and marketing engine that generates enough high quality leads for your sales team to close each month.
Key Takeaways, Reflections and Ideas from INBOUND 16
I recently had the pleasure of working at INBOUND 16 - the annual inbound marketing and sales event organised by HubSpot. Held over four days, this impressive industry gathering attracted over 19,000 attendees who came together to network, learn and improve.
Five Business Lessons from David Ogilvy
Travelling through Bavaria by train on a recent holiday I took the opportunity to read Ogilvy on Advertising by David Ogilvy, an advertising executive widely lauded as the ‘King of Madison Avenue’. For those unfamiliar with Ogilvy’s background, he founded Ogilvy & Mather in 1948 and laid much of the groundwork for the agency to become the success story we know and admire.