Ed Johnson

Sales Enablement Leader and Revenue Enablement & Sales Effectiveness

Ed Johnson is a sales enablement leader with 25+ years building high-performing sales organisations across SaaS, media, and technology. Based in Worthing, England, he designs scalable enablement frameworks, drives adoption of sales methodologies, and coaches teams to turn skill development into pipeline health and revenue growth, from start-ups to Fortune Global 500s.

His career began in 2000 as a Siebel Trainer with B2B Computer Products under Accenture. In 2001 he joined Yahoo!, spending 13 years building EMEA sales learning functions and rising to Director of EMEA Learning Solutions. He drove an 80% increase in key sales behaviour adoption, a 10% YoY retention gain, and led the Siebel SFA rollout, earning Yahoo!'s Employee of the Year (2004). He also chaired YEF UK Yahoo (2009-2011), leading charity and fundraising efforts.

From 2014-16, Ed was Director of Education at Socialbakers, leading a Global Education Team of 11 across six countries. His premium education programme delivered 300% YoY revenue growth, and a new e-learning suite lifted client retention 20%.

In 2016 he founded edj solutions, an independent consultancy delivering sales training, coaching, and playbooks to SaaS and media clients including Tripadvisor, Salesforce UK, and Telegraph Media Group.

From 2023-25, Ed was Revenue Enablement Program Manager at Pax8 in Bristol. In 2025 he founded Connectedthecompany.ltd, and since November has partnered with The Access Group, designing enablement programmes across SDR/BDR, Field Sales, Account Management, and SMB teams, driving MEDDPICC and value-selling adoption.

Ed's expertise spans MEDDPICC, value-selling, SPIN Selling, and Sandler techniques, plus enablement strategy, onboarding design, and coaching. Certifications include Frontline Manager, Lean Six Sigma White Belt, Sandler Sales Skills, and SPIN Selling Skills.

Ed studied Communications and Advertising at the University of Kansas (1985-1986) after an Associate of Arts from Highline College.