On this week’s episode of ‘The Road to Revenue,' Nick Telson, entrepreneur, angel investor and podcaster, joins us to talk buyer enablement through the lens of his latest start-up, digital sales room platform, Trumpet.   Road to Revenue host Natalie Furness from RevOps Automated quizzes Nick on his experiences of implementing buyer enablement within the businesses he has worked with. From when and where in the revenue bowtie buyer enablement is most effective to how it can be used to improve the progression of multi-stakeholder deals, this week’s episode is a deep dive into the value of an effective buyer enablement function.   They discuss topics including putting the ‘A-ha’ moment into marketing collaterals, removing happy ear bias, and uncovering secret stakeholders. Covering both the potential and pitfalls, Nick and Natalie lay out the case for buyer enablement from day one, with practical advice for getting it right. The Road to Revenue is a fortnightly podcast helping B2B businesses leave no stone unturned on their revenue growth journey.   Chapter Markers [1:06] Nick gives a whistlestop tour of his career journey to date and his involvement as an investor and start-up entrepreneur. [3:22] Natalie and Nick discuss ‘buyer enablement and why it is an essential component of the sales cycle. [7:09] Natalie asks Nick where, in the revenue bow tie model, he believes buyer enablement is the biggest priority. [8:56] Nick shares some examples of the results he is seeing from Trumpet users and explains when implementation works best.   [12:35] Nick shares his view on the value of having a dedicated RevOps team for buyer enablement. [16:01] The discussion focuses on the need for closer links between marketing and sales and the importance of enabling sales teams to share personalised content. [23:06] Natalie outlines the challenge of empowering a prospect’s internal champion to win over an increasing number of decision makers. [25:31] Nick outlines examples of how data can be used to tailor and improve the buyer journey for multi-stakeholder deals. [28:06] Nick and Natalie emphasise the importance of collaboration between prospects and sales reps and how to implement it. [32:11] Natalie closes by discussing the accessibility aspect of buyer enablement.