In this episode, Dave Irwin sits down with Paul Butterfield, CEO of Revenue Flywheel Group, to unpack what it really means to enable enterprise teams around the customer’s journey.

Paul shares insights from decades in sales leadership and enablement, showing why traditional demo-first approaches fail and how the best account teams co-create value with their buyers…well before a formal initiative even exists.

From stakeholder mapping and discovery depth to trust-building, Paul makes the case for a shift toward insight-driven selling that prioritizes customer impact over pitch decks.

Guest:
Paul Butterfield, CEO, Revenue Flywheel Group

Key Points:

• Why sales enablement must expand across the entire customer journey
• The power of insight-driven discovery vs. check-the-box qualification
• How to move from selling a product to enabling outcomes
• Why most messaging fails: it’s about features, not the customer’s reality
• Strategies for engaging multiple stakeholders with tailored discovery
• How to co-create initiatives with buyers vs. reacting to defined RFPs
• The importance of stakeholder-specific impact and how to reflect it back
• Using “Opportunity Qualification Meetings” to align buying groups internally
• How to lead with business acumen, even if you’re not the domain expert
• Why post-sale visibility and implementation planning builds pre-sale trust
• A three-part framework for buyer trust: Authenticity, Competence, Empowerment