What does crafting a custom fragrance have to do with revenue enablement tools? More than you might think.
Last month, Mediafly and our partner Infilect brought together a group of revenue leaders at Olfactory NYC in West Village for an evening that started at the fragrance bar and ended in a frank, unscripted conversation about the future of field selling, AI, and value-focused revenue enablement. The parallel became clear almost immediately: building a great scent, just like building a great sales motion, requires the right foundation, smart iteration, and a willingness to let data guide your decisions. Read on to hear the top three sales enablement strategies that emerged from the conversation.
Sales Enablement in the Age of AI: From Gut Feel to Real-Time Intelligence
One of the sharpest insights of the evening came from Cristian Spuza, AVP Customer Development Organization at The Kraft Heinz Company, who put it bluntly: “AI doesn’t exist if you don’t have your data.” The most sophisticated revenue enablement tools in the world, whether for content delivery, shelf intelligence, or value selling only perform when they have a unified, clean data foundation to work from.
Tony Kavadas, Chief Sales Officer at Mediafly, framed the opportunity in terms of what he calls “the moment of truth”, when a sales rep is face-to-face with a buyer and needs to perform. That moment, whether it’s a short-cycle retail store call or a multi-month Walmart reset negotiation, demands that sellers arrive armed with the right content, the right data, and a story that centers around the buyer’s category outcomes — not just their own product.
Harris Fogel, Head of GTM at Infilect, brought this to life with a vivid example: a merchandising firm representing four manufacturers in a single candy aisle previously required separate visits and manual audits. Now they can scan the entire shelf in under two minutes and receive AI-generated priority actions in real time: fix out-of-stock labels, correct pricing, move products to eye level. Every part of the process that required manual steps is now actionable, instant, and evidence-backed.
Value Selling: Crafting The ROI Story With Buyers’ Data
A recurring theme across the roundtable: the best sellers don’t sell their product, they sell the impact of their product. As Cristian noted, Walmart doesn’t care about one supplier among fifty. What they care about is total category performance for the shopper.
This is where value selling and shelf intelligence converge in a powerful way. When a rep can walk into a store with before-and-after shelf imagery, real-time planogram compliance data, and a story that shows how their placement recommendation drove category lift beyond brand volume, the conversation shifts entirely. You stop defending margins and start negotiating execution.
Cristian shared one compelling example: by tracking shelf images across a statistically relevant set of stores and correlating them with store-level POS data, his team was able to demonstrate that a vertical merchandising shift for ketchup and marshmallows drove 16% total category growth at Walmart. That’s the kind of insight that earns a seat at the buyer’s table, and keeps it.
As Tony put it: “Every sales person is a storyteller. The great ones make it memorable.” The right revenue enablement platform ensures that the story is always supported by data and always centered on value.
Revenue Enablement Platforms: Why Unified Data Is the Real Competitive Advantage
Throughout the evening, the conversation kept returning to one fundamental truth: fragmented data kills both human and AI performance. When shelf imagery lives in one system, POS data sits in your CRM, and syndicated data from IRI or Nielsen IQ is housed elsewhere, no human or AI can synthesize those signals into meaningful action fast enough to matter.
The Mediafly and Infilect partnership addresses this directly. Infilect’s AI-powered shelf intelligence feeds real-time execution data through API into a unified data lake. Mediafly’s revenue enablement platform then equips reps with the right content, value tools, and AI-generated recommendations all in one place, at the exact moment they need it. No context-switching. No hunting for assets. No manual data reconciliation.
Harris captured the before-and-after with a story about a sales rep named Miguel who used to spend his evenings tabulating store visit data in Excel missing his son’s baseball games just to send a spreadsheet to HQ. With the right tools in place, that reporting happens automatically, instantly, and accurately. Miguel got his evenings back, and his company got better data.
One attendee noted that after implementing proper revenue enablement tools, he closed deals 72% faster than his teammates. That’s not an anomaly, it’s what happens when sellers stop managing complexity and start focusing on customer value.
From Fragrance to Revenue Enablement Framework
The fragrance workshop was more than a fun icebreaker. It was a reminder that great outcomes, whether it’s crafting the perfect scent or the perfect sales call, come from having a smart framework, iterating with intention, and using the right inputs to guide every decision.
Attendees left the room with Cristian’s practical advice ringing in their ears: start with one small step. If your sales team is walking into stores without knowing what’s on the shelf, start collecting pictures. If they’re pitching the wrong promotions to the wrong stores, fix the data flow first. The AI, the automation, and the scale come once the right revenue enablement foundation is in place.
Ready to unify your revenue enablement tools? See how Mediafly helps revenue teams connect content, value selling, and AI-powered intelligence into one unified platform.
