Why Your B2B Sales Team Needs More Than Just a CRM: The Evolution of B2B Sales Enablement in 2025

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Who’s Talking:
Asim Bawany – CEO, Codup
John Davis – VP of Marketing, Codup
Fahad Sheikh – Head of Product & Host, Codup

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Introduction

The landscape of B2B sales enablement is undergoing a seismic shift. On the latest episode of Shift Click: The Sales Enablement Series | Why Storytelling Still Rules B2B Sales, Codup’s leadership team—Asim Bawany (CEO), John Davis (VP of Marketing), and Fahad Sheikh (Head of Product) explore a fundamental question:
“Is sales enablement still limited to giving reps collateral or has it evolved into something far more strategic?”

Today’s answer is clear: It’s a holistic alignment of data, people, technology, and culture—not just better brochures.

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1. What Real Sales Enablement Looks Like

In the past, sales enablement meant polished PowerPoints and training manuals. But in modern B2B commerce and eCommerce sales strategy:

• It’s integration across CRM, CPQ, ERP, and eCommerce platforms.
• It’s collaborative, involving marketing, revenue operations, and IT, not just sales.

Asim Bawany summarizes it well:
“Sales enablement isn’t just collateral anymore. It’s processes, people, marketing, IT, and technology all working together to close the sale.”

Key takeaway: B2B sales enablement in 2025 is a company-wide capability, not just a sales tool.

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2. Intent Data: The New Currency of B2B Sales Conversations

An often-asked question during the episode: What single piece of data transforms a sales call?

Asim’s reply:
“Intent. But not just intent, what kind of intent. Which categories, which documents, which emails—first-party data is gold.”

When a CRM integration surfaces the products or content a buyer engaged with, reps can craft personalized, high-value conversations.

Key takeaway: Prioritize buyer intent data in B2B to shift from reactive selling to data-driven conversations.

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3. Digital Buyer Behavior: Don’t Start from Scratch

Fahad shared a startling statistic from Gartner:
“67% of the buyer’s journey is digital before they ever talk to sales.”

If sellers jump into a conversation blind, they’re already behind. SaaS has mastered this; now it’s time for B2B eCommerce and digital transformation leaders to catch up.

Key takeaway: Invest in omnichannel buyer journey visibility—before the first live call.

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4. Mindset Over Machinery: Tech Should Augment, Not Replace

A recurring concern: “Is tech going to replace sales jobs?” The panel pushed back hard:
“Technology helps me. It doesn’t replace me.” — Asim Bawany

Modern enablement tools should automate repetitive tasks, not replace human relationships. Reps get more time for storytelling, trust-building, and connection that only humans can deliver.

John Davis adds:
“Sales enablement isn’t about selling—it’s about storytelling, trust, and connection.”

Key takeaway: Embrace sales enablement technology as an enabler, not a replacement for human connection.

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5. Transparency Isn’t Weakness in B2B Sales Enablement

Fahad shared a common objection:
“If your customers don’t see you, how will they buy from you? Many companies fear digital visibility too much.”

But hiding product info from competitors often means hiding from your buyers as well. Controlled transparency—strategic digital visibility in B2B commerce—is the smarter path.

Key takeaway: Be visible, but strategic. Enable buyers to self-educate on their terms.

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6. ROI Drives Adoption—but You Must Start With Vision

Leadership often asks: “What’s the return on this investment?”

Asim is clear:
“Technology for technology’s sake will never help you. ROI depends on your vision, your processes, and how well tech aligns with your business goals.”

That’s why Codup’s B2B digital transformation services always include go-to-market alignment and cultural readiness—not just system implementation.

Key takeaway: Frame enablement as strategy first, technology second. ROI goals must be embedded from the start—not as an afterthought.

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