Ben Cotton
Ideas on
The New GTM Playbook
in the Age of AI
Weak-Link or Strong-Link Sales Enablement?
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 and sales performance, for the most part, there’s a distinct lack of standardised sales enablement best practices, planning models and frameworks. This can, must and will change.
Creating a Daily Routine for Growth
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.
Three Plays HubSpot Uses to Arm Sales Reps for Success
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. Working with sales reps that want to succeed and push each other to do better is a joy.
How One Sales Enablement Programme Increased Sales Rep Attainment at HubSpot by 31%
I’m privileged to have the role I do at HubSpot. Leading sales enablement programmes for 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.
SaaS Companies Must Invest in Building Their Brand
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 SaaS marketers are overlooking the human dimension of marketing in favour of what’s easy to track, analyse and optimise.