Why Marketing is the True Driver of Sales Enablement

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Education is the highest form of marketing. Shannon Maverick sets on out on a quest to speak with business leaders from around B2B to better understand how they are utilizing education with their customers.


The tools and techniques used to diagnose and treat lower extremity conditions are constantly evolving, but CurveBeam stays ahead of the curve when it comes to researching, designing and manufacturing cone beam CT imaging equipment for the orthopedic specialties. With both their pedCAT and LineUP systems installed across North America, South America, Europe, Australia and China, MarketScale’s Shannon Maverick wanted to catch up with a fellow Maverick of Marketing, Vinti Singh, Director of Global Marketing at CurveBeam, to discuss the concept and responsibility of “sales enablement”, COVID’s effect on client marketing interactions, and more.

“So, sales enablement really is all-encompassing in terms of all of the information and content and tools that your sales teams needs to be able to do their job effectively. Strategically, that’s the people, the processes, the technology that all contribute to improving sales. Sales enablement really falls into the wheelhouse of both the sales and marketing teams.” Singh further remarked, “Sales enablement is one facet of business that I really enjoy because it’s one area where you truly see the distinct line in between sales and marketing really blending in one area where the two teams really do work very closely together.”

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