Sheevaun Thatcher
Sheevaun Thatcher is one of sales enablement's most decorated leaders. We launched her book with a campaign built on her signature oxfords and made it the front door to her consulting.
- Type
- Launch Campaign + Book Publishing + Website
- Client
- Sheevaun Thatcher
- Year
- 2026
- Services
- Book Trailer · AI Launch Imagery · Book Publishing · Amazon Listing Strategy · Website Rebuild · Messaging Strategy
Thank you from the bottom of my heart. This experience has been so easy with you in it.
Give the launch a story only she could tell
Sheevaun's oxfords started with a verdict. In 2016 she spoke on a sales training panel in San Francisco wearing comfortable grey shoes, and a friend texted a photo to her wife, Karen. Karen's ruling was never to wear those shoes again, and she found Sheevaun a pair of black-and-white oxfords. Ten years later, oxfords walk across the cover of her book.
We built her launch around that story, beyond the publishing work she hired us for. She received a 40-second trailer, five launch posts with a reel, and a posting guide with captions and a schedule for launch week.
A trailer that opens on the shoes
The trailer opens on “My wife banned my shoes.” It moves through her real oxfords, her career, the three frameworks, and Brent Adamson's endorsement before the cover comes to life. On-screen text carries the story, so it works in a muted LinkedIn feed, and the funk track is there for anyone who turns the sound on.
Scenes built from her own oxfords
For the posts, we used AI to create scenes no photo shoot could have staged in a week. The book stands on a deck overlooking the Golden Gate Bridge with her oxfords propped beside it. In the reel, a shoebox labeled “Size: Enterprise” opens on the hardcover. The shoes were generated from photos of Sheevaun's own pairs, and the real cover was set onto every book.
Three more posts put lines from the book on a window high above San Francisco, the city where the shoe story started.
Diane created some graphics for me, including a couple of videos that were instantly compelling and drew people's attention. I didn't expect it and that's what I love about Diane. She gives you the unexpected.
The leader enablement teams learn from
Sheevaun has led sales enablement at Demandbase, Salesforce, and RingCentral. She's a founding member of the Revenue Enablement Society, holds two lifetime achievement awards and an Enablement Mentor of the Year award, and was named one of 2025's 100 Powerful Women in Sales. Her consulting clients have included Slack, Planful, and OpenText.
Sales, Shoes, Success puts that experience into three frameworks for running enablement like a business. ACTS covers the operational foundations. The INVEST Triangle covers the executives, content teams, and frontline managers enablement depends on. COACH covers leading people around the customer. Brent Adamson, author of The Challenger Sale, wrote the lead endorsement, and Microsoft's Caroline Tien-Spalding and bestselling author Shari Levitin are among the leaders who praised it.
When Sheevaun came to us, the book was a 222-page Word document, her front cover art, and a LinkedIn launch planned for the end of September.
Give the book the quality of the thinking inside it
A book from someone at Sheevaun's level gets judged before anyone reads a page, by the feel of the pages and whether the diagrams can be read. We set the manuscript as a 194-page, 6 × 9 premium-color hardcover, keeping her Garamond and giving each part and chapter a clear opening, with sixteen endnotes tied to her sources.
Sheevaun designed the front cover. We built the spine and back cover around it and wrote the back-cover copy, which sells the book in its first line, “Run sales enablement like a business.” We also wrote the Amazon description, researched keywords and categories, set up the ISBN and imprint, and took the book through Amazon's print review. The hardcover went on sale September 23, and we prepared and submitted the Kindle edition the following week.
Frameworks a reader can put to work
Her three framework diagrams arrived as small, flattened images. The ACTS graphic was 867 pixels wide, so enlarging it for print would have produced blurry type. We rebuilt all three with sharp, readable text in the book's palette, so a sales leader can open to ACTS, INVEST, or COACH and work from the page.
ACTS · The operational layer
The INVEST Triangle · The organizational layer
COACH · The strategic layer
Yes, I could have done it all myself but Diane is so talented that I hired her to help me with it. Best decision I could make! She was thorough, ensured the book not only was formatted properly but any images or footnotes that didn't work she highlighted in time for me to fix them.
Make the book the front door to her consulting
We designed Sheevaun's website before the book existed, from one conversation and a focused intake. This fall we moved it off Squarespace onto a fast custom build we host, kept the moving office header and the copy she had approved, and gave the book a permanent place in her business.
A banner on every page announces the new hardcover. On the homepage, the book sits directly under the logos of the organizations that have trusted her, with its argument in one line. The Book page lays out the three frameworks, the ninety-day starting plan, and all seven endorsements, with a direct path to Amazon.
The book makes her consulting more credible, and the consulting gives readers somewhere to go next. A sales leader who finishes the book and wants Sheevaun's help is one click from booking a strategy diagnostic. The site launched September 29, scoring 98 for mobile performance and 100 for both accessibility and SEO.
Homepage · The book beneath the organizations that trust her
Book page · Frameworks, endorsements, and the path to Amazon
IT LOOKS FABULOUS!!!!! I love the colours, the first screen with the moving background, so cool... I am really happy with the results and they were right out of the gate!
One leader on Amazon, in the feed, and on her website
Sheevaun came back to us for the book after we built her website. A reader can now find her on Amazon, in their LinkedIn feed, or on her website, and meet the same accomplished leader in all three.
