How a Near-Fatal Stroke Redefined His Life and Leadership | TFOS E23

In this episode of The Future of Selling, host Rick Smith talks with Roderick Jefferson, bestselling author of Sales Enablement 3.0 and the upcoming Stroke of Success.

Roderick shares how a near-fatal stroke transformed his outlook on leadership, success, and life itself. He opens up about rebuilding from zero—physically, mentally, and professionally—and the four principles that now guide everything he does: faith, family, friends, and fun.

He also breaks down how those same lessons translate into modern sales leadership—where empathy, authenticity, and enablement are just as essential as technology.

Key Topics:
• How surviving a stroke led to a complete redefinition of purpose and success
• Why fun and vulnerability matter more in leadership than ever before
• The origins of Sales Enablement 3.0 and the evolution of enablement itself
• Turning adversity into momentum—and using it to help others grow
• Practical advice for leaders balancing high performance with humanity

💡 Whether you’re leading a team, building your career, or rethinking what matters most, this episode will inspire you to lead (and live) with intention.

📘 Preorder Roderick’s new book, Stroke of Success, at https://www.roderickjefferson.com/
🔗 Connect with Roderick: https://www.linkedin.com/in/roderickjefferson
🔗 Connect with Rick: https://www.linkedin.com/in/rick-smith-094b29b
🔗 Learn more about Conquer: https://conquer.io/

Creators and Guests

Host

Rick Smith

Chief Customer Officer at Conquer, Host of The Future of Selling Podcast, Eternal Student

What is The Future of Selling?

The Future of Selling is the go-to podcast for sales professionals looking to sharpen their skills and stay ahead in the competitive world of B2B sales. Each episode features expert interviews, real-world case studies, and actionable tips to help you navigate the complex B2B buyer's journey. Whether you're dealing with long sales cycles, multiple decision-makers, or rapidly changing technologies, we’ve got you covered. Tune in to discover the latest trends, best practices, and proven strategies for closing more deals and building lasting relationships in the B2B space. Perfect for sales leaders, account managers, and anyone aiming to master the art of B2B selling.

Future Of Selling (00:02.129)
Hey, welcome to the Future of Selling podcast where we dive into challenges. We dive into trends. We dive into innovations. Just anything that's impacting the future of sales or the sales landscape. I'm your host Rick Smith. I'm so appreciative that you've decided to join us today. You know, our guest today is Roderick Jefferson. So Roderick is the founder and the CEO of Roderick Jefferson and Associates. a consulting firm which specializes in sales enablement strategy.

He's got over 20 years of leadership experience driving revenue growth through enablement productivity. And he's worked for some massive companies, right? You know, like Oracle and Salesforce. Roderick is a bestselling author of Sales Enablement 3.0. And as we were talking, I found out that he's actually a couple of books that he's written. So I'm sure we'll get into those. So good to go there. He also, he's not only a consultant and an author, but he's also a trainer, a keynote speaker.

He's doing some online training modules that he's creating now. Ed, man, I am so looking forward to the conversation today. It's going to be a great one. So Roderick, welcome to the podcast. Thank you for your time today. Appreciate you being here.

Roderick Jefferson (01:11.15)
Thanks, Rick. I am absolutely excited to jump in and I have been counting down to this one because I know that we're gonna have a good time, especially based on the conversation that we had in the green room before we came in. Let's just dance, man. Let's jump right in.

Future Of Selling (01:27.123)
I like it. like it. Well, good man. Well, let's get going. So, you know, I always like to start with a few fun facts up front just to make it, you know, just to make you personal to everybody, you know, so that people listen and kind of know, okay, well, he's definitely an expert professional, got a lot of time, you know, he's going to, it's sales enablement, but he's also a human. we found a few fun facts. We'll share those with you and with the audience as well, if that's okay. Alrighty.

Roderick Jefferson (01:52.184)
Sounds good to me.

Future Of Selling (01:54.269)
So first fun fact, you're a musician at heart and you play the drums and you use music as a metaphor for team collaboration. that accurate? I'll get there. Okay.

Roderick Jefferson (02:05.934)
That's semi-accurate. I started with drums and I actually wound up playing trumpet. moving forward, then I became drum major in marching band and I became a symphony master. So that's where the analogy of the orchestra came from. It literally life experience.

Future Of Selling (02:13.29)
wow! Okay.

Future Of Selling (02:23.279)
Nice!

Yeah. Okay. Got it. Got it. Well, good. Yeah. Well, I know we'll get into that as we go. So good. Good to know. All right. you've also been interviewed on 250 plus podcasts, which we were talking about just a second ago. I think that's amazing. And, and you still get excited for, for each one. So I hope you're excited for this one. We're going have a good conversation, but man, that's a lot. I mean, it's a ton of podcasts. So congratulations. That's huge.

Roderick Jefferson (02:53.422)
Thank you. And I'm still standing up after all of that. I may have two brain cells, Rick, and you're gonna get both of them today. Yeah. You know, in actuality, the whole purpose for me was to be able to have conversations versus giving presentations, right? The same thing that I do up on the stage. So when I'm on here, I feel like I am trying to have a personal conversation with every single one of your leaders. And my hope is that if I can lead them with one thing,

Future Of Selling (03:00.766)
I won't go, I won't, won't, I won't, I

Future Of Selling (03:10.535)
Yeah. Yeah.

Roderick Jefferson (03:22.69)
that may not make their life easier, but just a little better, then you know what? Mission accomplished.

Future Of Selling (03:26.375)
Yeah. Yeah. Yeah. I got you. No, I love that. I love that approach. And, and by the way, you know, I've done, you know, a number of podcasts now as well from a, you know, from, podcast interviewer, I find being the podcast interviewer is easier than being the podcast interviewee. don't know if you see that, but man, to be on 250 and I just think that's that that's amazing. So yeah, I'm confident we're to lead people with some value today.

Roderick Jefferson (03:49.23)
Thank you so much.

Future Of Selling (03:53.043)
So third fun fact, you've been named the godfather of sales enablement. So I want to find out a little bit more about what that means and how you got that title as we go through the conversation today. And then, and then I don't normally do a fourth one, but I think this is a really important fact and fun fact, critical fact, important to who you are. You, you survived a near death experience from a stroke.

And you've been able to use this as inspiration for really much of the work I think that you do now. you know, we definitely want to talk, you know, if I were to put a theme on this, it would be the orchestration of sales enablement and the age of AI. You know, it sounds really fancy.

Roderick Jefferson (04:33.947)
I love that. Absolutely love that.

Future Of Selling (04:36.626)
But I want to start with this story, right? I want to start, and if you don't mind, just kind of take us there. You had a near-death experience, you had a stroke, you've recovered from that. So tell us about that and how that kind of worked its way through what you're doing now.

Roderick Jefferson (04:51.958)
Yeah, I was traveling quite a bit as an executive and I was down in LA doing a site visit for a sales kickoff for a company that I was working for. And it was just a regular Tuesday. it was, I remember it literally like it was yesterday. It was October 27th, 2021. And I'll tell you why it's an important day. And so we were walking the property, you you get to taste some of the food, you see all the rooms.

all the IT stuff, the usual stuff you do for a sales kickoff. Then we got to dinner and I just felt so exhausted. Look, I had played football, I had played basketball my whole life, all the way through college. So I know tired, right? The double days and the first week of practices. It wasn't that kind of tired though. Excuse me. It felt like I literally had no control of my body. Like I fell asleep in the middle of a sentence.

to the point where it was almost like narcolepsy. just fell asleep and boom, hit my head on the table. And I looked up and everybody's looked at me like, and are you okay? Yeah, I had only had one cocktail. So I know that wasn't it, right? Something was off. And so I go back to my room. It's a regular night. I go to sleep and I wake up the next morning. And so whenever I'm on the road, my wife and I always check in over FaceTime. Hey, how are the kids? What's going on? Here's what happened here. Here's what's going on on the road. I'm okay. Whoa.

Future Of Selling (05:58.277)
Right, right, right, right. Yeah.

Roderick Jefferson (06:16.174)
It sounded in my mind like what you're hearing now. Excuse me. My wife heard gibberish and said, I needed to jump on FaceTime. I need to see something. Like what's going on? She's like, something's off. I just want to make sure your face isn't drooping. Then she walked me, literally walked me through Strew Protocol. So my wife and I have been going for 35 years and I truly believe that she saved my life that day. Because she said, know, what's your

Future Of Selling (06:32.988)
Right.

Future Of Selling (06:36.731)
Okay.

Okay.

Future Of Selling (06:42.674)
Yeah, yeah.

Roderick Jefferson (06:45.198)
What's your birthday? I don't know. I think I should probably know that. And she asked me, say the alphabet. Sure. A, B, L, Q, X, Y, D, H. Count to 10. One, two, 12, 47, 59. She's like, look at me. And I looked at her I just had a glazed look. And she said, babe, you're having a stroke. And so thankfully I had one of the directors on my team, Tim Carlson. so hang up. call Tim.

Future Of Selling (06:46.887)
Yeah.

Yes.

Roderick Jefferson (07:14.912)
I say, call 911. Well, little did I know, I am in a unique category where I actually had my stroke while I was asleep. And it turns out that 98 % of sleep stroke victims never wake up. That's why it is the final killer. And me being the typical male, I'm like, I'm fine. I'll go to my meeting and then I'll go to the hospital and get checked later. Thankfully, Tim said, no, you're not.

Future Of Selling (07:29.298)
Okay. Yeah.

Future Of Selling (07:35.516)
Yeah.

Roderick Jefferson (07:43.568)
He called 911, he jumped in the ambulance, we went there, went through the protocol. It turns out, I had been diagnosed years ago with something called hypertrophic cardiomyopathy, which is an enlarged heart and an excess layer of muscle. So one, I have really big heart break. And secondly, I've got an excess layer of muscle around my heart from getting in too good of a shape, if you will, as an athlete. Turns out I only stayed there for about 90 minutes, maybe two hours.

Future Of Selling (08:07.868)
Yeah.

Roderick Jefferson (08:12.651)
They did a very basic check on me. They're like, you can go home. That was the day I was supposed to fly home from LA back to San Francisco, very. I don't remember the next three days, but I'll tell you based upon conversations from people and from my wife of what happened. I flew in and the first thing that my cardiologist now and neurologist now said, he's a miracle. There's no reason you should be alive because cabin pressure, altitude, mid stroke.

Future Of Selling (08:18.279)
Yeah.

Roderick Jefferson (08:42.671)
is a deadly combination. And so he also let my wife know that the human heart normally squeezes at 65 to 75 % on average. When it gets down to 20%, cardiac arrest hits and you die. I was at 22 % heart function. They only gave me a 2 % chance to live. Now, clearly God had a idea of this. So I go through things. I wind up, excuse me.

Future Of Selling (08:44.455)
Yeah.

Future Of Selling (08:52.187)
Okay.

Future Of Selling (08:56.764)
Okay.

Future Of Selling (09:07.676)
different plan.

Roderick Jefferson (09:12.235)
I lost my left side, leg and arm, paralyzed. I went slow blind, which meant it was bright all the time, so I had no concept of time, right? It was always daytime to me. And I know that God has a sense of humor because my stroke was in the middle of my speech center, which meant I couldn't talk. So all I could do was listen and believe me, he had a lot to say to me. Fast forward now, here's where it gets really interesting.

Future Of Selling (09:16.828)
Yeah.

Future Of Selling (09:21.851)
Okay.

Yeah.

Future Of Selling (09:32.827)
Okay.

Future Of Selling (09:37.809)
Yeah.

Roderick Jefferson (09:41.335)
I'm in the hospital, I guess about two weeks at that point. Suddenly I hear code blue and lights are flashing, machines are beeping, and it's my room. And all of a sudden I hear beep. I flatlined. I'm dead.

Future Of Selling (09:45.5)
Yep.

Future Of Selling (09:51.878)
Wow.

Future Of Selling (09:57.277)
So you can hear the machine when you flatline.

Roderick Jefferson (10:00.24)
you're the machine and then it started to get fuzzier, kind of like when you're at the dentist and you get Twilight. Same thing, I could hear but it was just a bunch of background chatter. Now I didn't leave, excuse me for a second, hold on.

Future Of Selling (10:06.748)
Yeah.

Future Of Selling (10:15.176)
you go ahead, sir.

Roderick Jefferson (10:17.775)
My apologies. I did not leave the room. I actually floated up to the corner of the room I'm looking down on them and they're working on my body doing chest compression sucking fluids out of me doing all kinds of things. I looked to my left and It's my mama. My mama died in 99 So, you know my first thought okay great Faithful servant good and faithful servant. It's time for me to go home And she said no, baby. I was sent here to do two things to tell you one

Future Of Selling (10:42.256)
Yeah, yeah, yeah.

Roderick Jefferson (10:46.991)
you're going to be fine and they're going to figure this out. And the second thing was that you have a new purpose in life. And little did I know what it was going to become. And I can't give that away because it's actually in the book that I wrote and I call it Stroke of Success. I know that's the next question. No, no, no, It's in my book, Stroke of Success. But let's know that it now gave me four things that becomes my North Star. Faith, family, friends, and fun.

And especially that last one, because as adults, that's the one thing that we never make time for, which is fun. So here I am later. I've gone through speech therapy, occupational therapy, physical therapy, and I stand before you, a completely new human with a completely different outlook and approach on life.

Future Of Selling (11:20.796)
Yeah. Yeah.

Future Of Selling (11:36.53)
Wow, that's incredible. How long were you flatlined? know, mean, did they tell you?

Roderick Jefferson (11:43.007)
I don't know, it seemed like it was a lot longer, obviously long enough for us to have a full conversation. I know it's interesting, I never asked how long I was out. Maybe I'll ask my cardiologist the next time I see how long did that go.

Future Of Selling (11:46.748)
Yeah. Yeah. Yeah.

Future Of Selling (11:56.509)
Yeah. I've read some, books about, about near death experiences and, and, and there's some similar, you know, they're different ones, right? But that's that there's some similarities there, but it just incredible, incredible experience. My gosh. And that was coming up on, I guess, four years ago, right?

Roderick Jefferson (12:03.439)
Mm-hmm.

Roderick Jefferson (12:09.007)
Thank you.

Yeah, my four year stroke aversary, as we call it, will be October 28th. And it's actually the day that, my book is in pre-sale right now, And that is the day that I have chosen to drop my book on my stroke aversary.

Future Of Selling (12:15.718)
Yeah

Future Of Selling (12:21.266)
Okay.

Future Of Selling (12:26.0)
I saw that. I saw the drop date. Okay, now I get it. Now I get it. Okay, good deal. So you did say, tell me four things that you kind of took from this, right? Four kind of priorities, unless there's another word you want to put on. But it was faith, family. There was a third one I missed. Friends and fun, man. I like those. Yeah.

Roderick Jefferson (12:43.151)
friends and fun.

Future Of Selling (12:50.202)
I'm assuming this is probably what the book is about because you do have the new book coming out and tell us the name of it again in case somebody didn't catch it.

Roderick Jefferson (12:56.953)
Sure, the book is called Stroke of Success and you can find it on my website now at Roderickjefferson.com. And the reason I did that is for the folks that actually purchased the book during presale, I've had a couple of really solid extra exclusives for you that you won't get once the book goes on to Amazon.

Future Of Selling (13:18.118)
Got it, got it, okay, cool.

Roderick Jefferson (13:19.843)
So yeah, to answer your question, it's actually the baseline of the book, right? But it's not actually the entirety of the book per se. So, and I get this a lot, what's the book about? It sounds really good. And I tell the story and I'm like, I can't wait. Don't worry. There's a whole chapter that goes far deeper than what I just talked about about the near death experience. The success to me is really more of a blueprint for anyone that's currently navigating their journey towards

success, whatever success may mean for them, right? And their journey shows and requires, like all of us, strength, persistence, and determination. And they can both, they can all be empowering, but they can also be dangerous when they're not balanced with self-care and mindfulness. And that is the book. I tell about my meteoric rise as a corporate exec and then as an entrepreneur and a founder.

Future Of Selling (13:52.007)
Right.

Roderick Jefferson (14:17.688)
I tell about the crash, is what actually led to the stroke. And then the third piece of the book, because I do it into kind of like part one, part two, part three. Part three of the book is the Phoenix Rises and what happened since the stroke and why I'm actually so thankful for that. Because my cardiologist let me know that had I not had that stroke on October 28th.

that I would not have made it to Christmas and might not have even made it to Thanksgiving. So it was a blessing disguise. And most people go, you're happy about having this drug? Yeah, because I'm still here to tell the story.

Future Of Selling (14:56.338)
Yeah, life changer and lifesaver, right? Yeah, that's amazing. So if I read the book and I, are you going to do it in audio, audible as well? Okay. Okay. Okay. Okay. Good. Good. I always like it when the author does it themselves. if I...

Roderick Jefferson (14:59.632)
100%.

Roderick Jefferson (15:06.785)
absolutely. I'm going to actually do the audiobook myself.

Roderick Jefferson (15:14.704)
Yeah, don't think anybody else can give it the passion or the experience. And oddly enough, Rick, it created PTSD for me as I was writing. But there were days where I was literally in full on tears and I was shaking. I had to walk away because I had to put myself back into those rooms and those situations. But then by the time it was done, it was the biggest exhale I've ever had in my life. And it was cathartic because I remembered something that my mom said that day. And that was all the things you're going to do now are no longer about you.

It's about helping them.

Future Of Selling (15:45.117)
Yeah. Yeah. Okay. I can't wait to, I can't wait to get my, my hands on it. So October 28th, but I can get it on your website now if I want. Okay. Awesome. So let me ask you this. When I read the book or if anybody else read reads the book and they, will, what do you want me to do? mean, what's a, I'm assuming there's a call to action in there somewhere, right? Maybe there's multiples. mean, what are, what are you hoping the outcome is for, for Rick?

Roderick Jefferson (15:51.952)
You can get on the website at roderickjemberton.com right now.

Roderick Jefferson (16:11.128)
Actually, I've got 14 call to actions. And that is the end of every single chapter. Now here's what I want you to go and do. You know what I want them to do? I want them to do a few things. One is really focus on that fun piece in life. Because as adults, we can find time to do anything we want to, but have fun. And the older we get, the further we get away from...

Future Of Selling (16:13.166)
I like it. I knew that was going be so that's good.

Future Of Selling (16:28.102)
Yeah.

Roderick Jefferson (16:40.058)
fun and being your authentic self, right? And now anything you see, one of, I've got two favorite hashtags. One is learn anywhere, achieve everywhere. And the other is IQ plus EQ plus AI. And I think in order for us to be successful, we've got to put all those three-legged stools together. But from the book, I want people to really know what it feels like to take off that mask.

Future Of Selling (16:51.986)
Yeah

Roderick Jefferson (17:09.402)
Bring the wall down. Allow yourself to be not only authentic, but be vulnerable as well. I also want to make sure that they are taking care of themselves physically. And the next piece is I want them to find a way to not only feed themselves, their families, their significant others, but to feed their soul as well. Because there's a lot of things that we do for other people. Even on the airplane, whether they say, put your mask on first. lot of people have a hard time doing that.

Future Of Selling (17:35.654)
Yeah. Yeah.

Roderick Jefferson (17:38.191)
And then finally, I want them to realize that I'm a human. Yes, incredibly blessed to be able to get through what I was, but I'm giving you some techniques. I've got a whole resource part of the back of the book of how do you find more relaxation? How do you find more balance? How do you find more peace and harmony? And I'm not talking about kumbaya and holding hands. I'm literally talking about things that you can do that are small. How do I address stress?

How do I get uncomfortable with being comfortable at that red line of stress all the time? And to make sure medically, go see your doctor a lot, especially men. We're hard headed, I get it. But go see your doctor, go see your cardiologist, make sure everything's okay with you, and then do not skip those annual meetings with your doctors.

Future Of Selling (18:11.046)
Yeah. Yeah. Yeah. Now that that's great.

Future Of Selling (18:20.828)
Yeah. Yeah.

Future Of Selling (18:32.242)
Yeah. Yeah. That man, sounds great. I can't wait to get a hold of it and read it. I love the fact you've got these little, you know, kind of do these things in the back of the book to help people address the anxiety at times they feel. So, um, well, let me, let me kind of transition this a little bit. So thank you for, by the way, for just sharing that story. And I could tell just how passionate you are about it. And again, I can't wait to read the book. I'm assuming that.

Roderick Jefferson (18:57.552)
Thank you.

Future Of Selling (18:59.59)
you're going to take the book and the experience and probably already taken the experience and you pull it into everything that you're doing from a sales enablement standpoint. you know, tell us a little bit about that, right? What your company now, right? So maybe just dive in a little bit deeper into Roderick Jefferson and associates. What do you do? Who do you serve? What kind of results are you seeing?

Roderick Jefferson (19:10.618)
Absolutely.

Roderick Jefferson (19:24.624)
Absolutely. So we are a consulting company of I am a fractional sales enablement leader. And what that means is I'm not someone that needs to be on your payroll. That's going to create more overhead. I come in, do an analysis and see what's in place today. And then working with the lines of business, that's the marketing, product marketing, HR, engineering, et cetera, because I always start with culture, which always kind of throws my clients off. And I'm like,

We'll get to the all of the tactical pieces. I need to understand your culture because to me, culture is what happens when no one is watching. It's not something that you put out in marketing. It's not stuff that you put on social media. It's what people are saying when you're not in the rooms as a CXL. So we start there and then we look at the processes, the programs, the platforms, the tool sets, all of those things to see one, how are they working consistently? And secondly, where are

Future Of Selling (20:11.354)
Okay.

Roderick Jefferson (20:23.406)
The soft spots, could say holes, but people don't like that for some reason. So yeah, where are the soft spots? And then how can we connect the dots together? And that's through a three-step process. It's communication, clearly, concisely across the lines of business to make sure everyone's agreeing. The second is collaboration. That's making sure that everyone not only knows their role, but they're being held accountable to it.

Future Of Selling (20:26.577)
Yeah, soft speak is a good, I like that term,

Roderick Jefferson (20:49.358)
and that there's metrics to everything. And I'm not talking about smiley sheets and butts and seats, right? I mean, literally revenue focus metrics. And the third piece is the orchestration. How are we doing this so that it is scalable and repeatable and that there are succession plans in place because people move in and out all the time, right? And then that's one side of the house. The other side is I am a keynote speaker. So right now I am filling out my calendar for 26.

Future Of Selling (21:06.053)
Yes. Yeah.

Roderick Jefferson (21:18.202)
for sales kickoffs, associations, conferences, et cetera. And there's two pieces to it. One is talking about how to leverage AI to drive productivity and profitability. And the other side is what we just talked about, which is stroke of success.

Future Of Selling (21:32.965)
Yeah, got it, got it. How many times do you think you'll speak in 2026?

Roderick Jefferson (21:37.872)
Oh god, I think probably upwards of 30. Yeah. Yeah.

Future Of Selling (21:42.447)
Bro, wow, that's, yeah, that's at least, I mean, that's every other week plus, right?

Roderick Jefferson (21:48.145)
Yeah, absolutely. And some of it is a lot of it is live. Some of it is done virtually. So I'm not living in a plane and a hotel all the time. But you've got to understand there are now two completely different audiences for this. One being the sales and marketing. And then the other side is health and wellness. It's med devices. It's, um, I had a construction company reach out, Richland, and that would have never happened before. So I believe it's doing, it's serving its purpose. The book.

Future Of Selling (21:55.365)
Yeah, yeah. Okay.

Future Of Selling (22:01.318)
Yeah.

Roderick Jefferson (22:16.464)
at least in the new keynote, that is exposing this to as many people as possible to help them be your faster and stronger.

Future Of Selling (22:21.893)
Yeah. So are they like the other side of the, you know, like the construction company and the other companies that are reaching out to you, are they reaching out to you about the stroke of success book? Okay. Got it.

Roderick Jefferson (22:35.426)
a success. Absolutely. That one has really taken off like wild.

Future Of Selling (22:41.009)
Yeah, it's a great title for one. And I just wish you the most success possible on this thing. Tell me about the other book that you wrote. It's called 3.0, right? Yeah, tell me about that. mean, are some of the things you just spoke about, that kind of where these came, that's where you put these in practice?

Roderick Jefferson (22:43.098)
Thank you.

Roderick Jefferson (22:48.058)
Thank you so much. appreciate that.

Roderick Jefferson (22:56.944)
It sells enablement 3.0 and it is my baby.

Future Of Selling (23:09.093)
Just tell me about that, what led you right and all those kind of things.

Roderick Jefferson (23:13.772)
Absolutely. Let's begin with, and I see this humbly, sales enablement is my baby. I created the nomenclature about 18 years ago and little did I know that it was going to become a universally accepted, not only nomenclature, but a line of business in just about every company. was blessed enough to be one of the founding members of the Sales Enablement Society, which is now the Remedy Enablement Society. And the goal there was to do similar

Future Of Selling (23:19.333)
Yeah.

Future Of Selling (23:38.309)
around. Okay.

Roderick Jefferson (23:43.282)
to what has been done on the product market, PMI has done on the project management side. Nomenclature titles, tools, templates, all that. And that's our goal on the sales enablement and now the revenue enablement society. And so with that being the case, and I chose 3.0 specifically because I believe there have been three distinct phases of sales enablement.

Future Of Selling (23:51.323)
Yeah, yeah, yeah, yeah.

Future Of Selling (24:01.008)
Okay.

Future Of Selling (24:10.735)
Okay. Yeah.

Roderick Jefferson (24:12.721)
right, of selling, not just sales enablement, but all the way back to the, I'm selling you Hoover vacuums to the next happen right about Y2K where everything shifted. And then once again, now to me, sales 3.0 is the future of selling. It's not where we are. It's where we're literally where we are now, but where I saw us going four years ago when I.

Future Of Selling (24:36.153)
Right. So what were the, so if you don't mind, me the, give me the three phases. What was one, what was two, and then maybe dig a little bit deeper into what's, what is three.