116: Responsible To, Not For: Rethinking Revenue Enablement - with Sheevaun Thatcher, VP Revenue Enablement at Demandbase
In this episode of Women in B2B Marketing, Jane Serra sits down with Sheevaun Thatcher, VP of Revenue Enablement at Demandbase, to unpack what enablement really means when done right.
With decades of experience spanning pre-sales, sales, and enablement leadership, Sheevaun shares the lessons learned from building programs that actually move the needle on productivity, retention, and revenue influence. Far from “just training” or “content delivery,” her approach treats enablement as a true business within a business - complete with strategy, investors, and measurable outcomes.
Jane and Sheevaun dive into:
- Sheevaun’s career path from pre-sales into enablement and the lessons learned through each “version” of enablement she built
- What revenue enablement really means (hint: it touches everyone who influences revenue, not just sales)
- The difference between being responsible to sales versus responsible for revenue
- The five key questions that keep enablement focused on what matters most
- The four pillars of enablement: GTM clarity, aligned content, just-in-time training, and tribal knowledge
- How to align enablement with marketing and product to ensure content is actually adopted and useful in customer conversations
- Why “standard demos” and “budget questions” don’t work - and better approaches to both
- The role of coaching, why high performers don’t always make strong managers, and how to train managers to actually coach
- How AI and just-in-time enablement are changing how sellers learn and apply skills
- When a company is really ready for enablement (and why your first hire should be senior, not junior)
Key Links:
Guest: Sheevaun Thatcher – LinkedIn
Host: Jane Serra – LinkedIn
Sheevaun's LinkedIn Articles Mentioned:
- https://www.linkedin.com/pulse/r2n4-enablement-keystone-sheevaun-thatcher-cpc-tsqcc/
- https://www.linkedin.com/pulse/my-5-fave-enablement-questions-sheevaun-thatcher-cpc-xr7gf/
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