If you're not in sales, you're in sales enablement

Sales sits on the frontier, and they cut all of our paychecks, which is not provocative, it is just math. 

That is the line Andrey Zevakhin uses to make a bigger point: enablement was never meant to be a small team pushing content and running training, it is a company-wide responsibility and a culture. In this episode of Content Amplified, Andrey, Senior Director of Sales Enablement at Zywave, explains how enablement works as a funnel that captures signals from sales and pulls in the right partners, why he refuses to be a Swiss Army knife that slices everything but does nothing well, and how he prioritizes by what directly impacts the top line (unique meetings, win rates, deal size, bookings) over vanity indicators like content usage and certification completion. He reframes content overload as a self-inflicted content strategy problem, and lays out the Legos model: one well-maintained 200-slide master library where the rep's job is to build a story, not pick a deck, and no two presentations should ever look the same. He closes with two shifts: enablement should own revenue culture, not training, and enablement is a company responsibility, not a team.

About Andrey

Andrey Zevakhin is a seasoned enablement leader with 20 years of experience across revenue enablement, learning and development, sales training, and technology evangelism at both global and nationwide software companies. He has built enablement functions from scratch and evolved existing ones, spanning onboarding, continuous learning, coaching, skills verification, and professional development for customer-facing revenue roles. He currently leads enablement at Zywave, an insurance technology provider serving insurance brokers and carriers. He describes enablement as his vocation, motivated by seeing the people he enables succeed in closing deals and driving revenue.

Show Notes

- Connect with Andrey on LinkedIn: https://www.linkedin.com/in/andreyzevakhin/