In this episode of SalesTV, Juan Elias, author of “From Strategy to Revenue: Turning GTM Planning, Sales Execution, and Enablement into Measurable Growth”, shares with us how collaboration transforms sales from a numbers game into a business-driving function. Together, they examine what happens when strategy, enablement, and execution finally align - and why sales leaders who master collaboration see stronger teams, better customer partnerships, and long-term measurable growth.
Chapters
00:00 – Intro - Unlocking the Hidden Value of Sales
00:51 – Collaboration Is the Silver Bullet in Sales
02:24 – The Hidden Value of Sales Beyond Revenue
04:04 – Why Sales Teams Fail to Capture Full Impact
06:21 – Cross-Functional Collaboration in Sales Performance
08:34 – Proving the Strategic Value of Sales Leadership
12:37 – Reframing Revenue: How Sales Leaders Measure Value
14:54 – Sales Enablement and Measurable Growth
17:41 – Building Collaboration Across Sales, Marketing, and Product
20:07 – Embedding Collaboration Without Slowing Sales Down
24:19 – The ONE THING - Collaboration is the Engine of Growth
In this episode, we asked…
* What is the hidden value of sales beyond revenue?
* How does cross-functional collaboration increase sales performance?
* How can sales leaders prove the strategic value of their function?
* What’s the link between sales enablement and measurable growth?
* Why do sales teams fail to capture their full business impact?
* How do I reframe my sales team’s metric from revenue to value?
* How do I build collaboration between sales, product, marketing, and customer success?
* What are examples of sales relationships delivering business impact beyond the initial deal?
* Why does chasing only revenue undermine long-term growth?
* How do I embed collaboration into my sales process without slowing it down?
Key Takeaways
* Revenue is a lagging indicator; collaboration is the multiplier that drives it.
* Cross-functional clarity creates consistent sales execution and customer trust.
* Sales enablement connects strategy to measurable outcomes — not just content.
* The hidden value of sales lies in orchestrating alignment across teams and buyers.
Modern selling demands more than hitting targets - it demands alignment. This conversation breaks down the connection between sales collaboration, enablement, and measurable growth. Learn why the most effective sales organizations measure value, not just revenue, and how cross-functional clarity drives better outcomes for customers and the business. Featuring real examples from enterprise environments, this episode uncovers what it takes to transform sales into a strategic engine for growth and credibility.
The ONE THING Juan Elias wants you to take away -
“If there’s a silver bullet in sales, it’s collaboration.”
About SalesTV
SalesTV.live is a weekly talk show created by salespeople, for salespeople. Each episode explores sales, sales training, networking, and social selling, bringing together sales leaders, enablement professionals, and practitioners from across the globe.
About the Institute of Sales Professionals
The Institute of Sales Professionals (ISP) is the world’s only body dedicated to raising standards in sales. Through its Sales Capability Framework, certifications, and global member community, the ISP works to elevate sales to the level of a recognized profession.
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