Enablement is the clearest example of what PMMs are asked to do every day: change outcomes without authority, budget, or buy-in. This session explores how PMMs can bridge the gap between marketing and sales by closing the feedback loop, improving lead quality, and designing enablement that actually shapes how sales qualifies, positions, and sells. Using industrial B2B examples, Lindsey will dig into how PMMs drive change management across teams, define and defend real value propositions when price is not the differentiator, and influence alignment to turn enablement into a true marketing and sales growth loop. Key takeaways - How to close the marketing–sales feedback loop so enablement drives behaviour, not just agreement - Practical ways PMMs can influence sales teams and drive change without formal authority - How to enable value selling in complex B2B environments where being the cheapest is not an option - What it takes to design enablement that improves lead qualification and holds up in real sales motions