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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In this episode of Women in B2B Marketing, Jane Serra chats with Ashley Artrip, GTM Engineering Manager at Clay, author of Career Design, and host of Career Advice You Never Got, to demystify one of the fastest-emerging roles in revenue: go-to-market engineering.

Ashley shares her unconventional path from career coaching and entrepreneurship to helping companies architect systems that accelerate growth and create better buying experiences. From her work at Clay (where GTM engineering was born) to her own startup journey, she reveals why intentionality and creative problem-solving are at the heart of every successful go-to-market motion.

Jane and Ashley cover:

• What GTM engineering actually is – and why it’s not just “rev ops with a new name”
• How to design systems that reduce friction across marketing, sales, and customer success
• Real-world examples of value-led prospecting from brands like Canva and Vanta
• Why GTM engineers need both systems chops and business acumen
• The role AI plays in building smarter, more efficient revenue processes
• When to hire your first GTM engineer (and when to recognize you already have one)
• How to approach tools like Clay without falling into “blank canvas syndrome”
• The career skills that make great GTM engineers – and how to build them

Key Links:

Guest: Ashley Artrip – LinkedIn

Host: Jane Serra – LinkedIn

Ashley’s Newsletter: Engineering Revenue - a GTM engineer’s playbook for success, written by Ashley Artrip.

Ashley’s Book: Career Design: Design Your Career to Change Your Life by Ashley Artrip, published December 2022.

Ashley’s Podcast: Career Advice You Never Got - a career‑transition playbook hosted by Ashley Artrip, tackling all those questions you wish you’d been told.

Clay University / GTM Resources: Clay University and blog for learning GTM and Clay tools.

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In this episode of Women in B2B Marketing, Jane Serra sits down with Shannon Howard, Director of Customer and Content Marketing at Intellum, to talk about the real work behind building lasting customer relationships that drive retention, advocacy, and long-term brand love.

From her early days in B2C to leading customer marketing in SaaS, Shannon shares how she has learned to scale connection without losing the human touch. The conversation covers what customer marketing really owns (hint: it is not just case studies), how to enable internal teams to advocate alongside your customers, and the power of being relentlessly curious about the people you serve.

Jane and Shannon get into:

• Why customer marketing is about more than just advocacy and what else belongs under its umbrella
• How to stay close to your customers even without a big team or budget
• The overlooked art of marketing internal programs like customer education
• Why reverse multithreading and relationship redundancy matter more than ever
• Approaching customers for feedback in ways that feel natural, not transactional
• Turning negative experiences into opportunities to create new advocates
• The value of surprising and delighting customers, including supporting causes they care about
• How customer marketing can also play a big role in Customer Success enablement
• Expanding the definition of “customer” to include past, future, and even non-paying advocates
• Building trust with customers by treating them like people, not just personas

Key Links:

Guest: Shannon Howard: https://www.linkedin.com/in/shannonlagassehoward/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

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