Masset

Content to Close

Business EN ↓ 4 episodes

Is your sales content gathering dust in a folder, or is it actually driving revenue? Welcome to Content to Close , the podcast dedicated to bridging the gap between marketing assets and signed contracts. Each week, we sit down with top Sales Enablement leaders to uncover exactly how they leverage content to help their teams win more business. No fluff and no theory, just 15 to 20-minute deep dives into the strategies that turn whitepapers, decks, and case studies into closed deals. Whether you are in Sales Enablement, Marketing, or Sales Leadership, tune in to learn how to make your content wo...

Author

Masset

Episodes

How Can You Reduce Sales Friction with Content Instead of Just Trying to Persuade Buyers? 25.02.2026 14:49

Most B2B content tries to impress. The best content removes confusion. In this episode of Content to Close , Kris Moriarty joins us to unpack a simple but overlooked truth: information without orientation creates overwhelm. And overwhelm kills deals. Kris has spent her career at the intersection of customer experience and business development. She’s seen firsthand how teams unintentionally create...

How Do You Succeed as a Sales Enablement Team of One? 18.02.2026 16:38

What do you do when you are the enablement team? In this episode of Content to Close , John Machak shares what it really takes to build sales enablement from the ground up—without a big team, a big budget, or a safety net. From training 20–30 new hires a month to breaking down silos across sales, marketing, product, and customer success, John reveals how a team of one can still drive measurable im...

How Is AI Reshaping Enablement Content to Actually Drive Revenue? 11.02.2026 19:16

AI can create content at lightning speed—but speed alone doesn’t close deals. In this episode, Roderick Jefferson breaks down how enablement leaders can use AI to sharpen conversations, personalize coaching, and align teams around the one thing that matters most: the buyer’s “why.” With three decades spanning sales, enablement, and revenue leadership, Roderick shares what’s changed, what hasn’t, a...

Is Your Sales Content a Message or a Tool? 04.02.2026 13:32

Stop chest-pounding and start arming your team with the confidence to win. In the debut episode of Content to Close , host Ben Ard sits down with sales enablement veteran Steve Thoennes to dismantle the traditional "fire hose" approach to internal training. Steve reveals why product experts are often the worst people to lead a training session and explains his "Know, Feel, Do" framework for turnin...