Ben Cotton
Ideas on
The New GTM Playbook
in the Age of AI
There’s Only Three Levers to Grow a SaaS Business
I’m fascinated by the software as a service (SaaS) business model and how it’s enabling a new breed of company to build innovative products, create categories, rewrite go-to-market playbooks and achieve unprecedented growth.
How to Set Your Sales and Marketing Teams Up for Success
I recently had the pleasure of speaking at Inbound Marketing-Dagen which took place in Oslo, Norway. The event was organised by HubSpot partner agency, MarkedsPartner and I gave a talk on how to plan for sales and marketing success.
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.
Achieving Work-Life Blend as An Individual Contributor
Recently, I’ve been evaluating what’s most important to me, namely family, friends, health and work, and how I can do better at each. But I’ve not just been thinking, I’ve been doing too as I seek to achieve work-life blend.
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.