Inside the Funnel

Why Siemens Healthineers Is Rethinking Demand Generation

Tue, 07 Apr 2026 12:00:00 +0100

In this episode of Inside the Funnel, Richard Lane sits down with Rosanne Darrow, VP of Marketing and Communications at Siemens Healthineers, to unpack how one of the world’s largest healthcare organisations is rethinking demand generation - and what it takes to drive commercial impact at scale.

Rosanne has spent over 20 years at Siemens, leading marketing across global and regional roles. Her focus today is simple: drive demand, enable sales, and deliver measurable commercial results.

But in a market that’s changing fast, that’s easier said than done.

Buyers are more digital-first than ever. In fact, 62% of medtech buyers now prefer a rep-free experience at the early stages of their journey.

At the same time, sales teams are under pressure to focus on high-value conversations - not chasing unqualified leads.

So how do you bridge that gap?

In this conversation, Rosanne shares how Siemens Healthineers shifted from a volume-driven marketing model to a more structured, end-to-end demand engine - one that prioritises qualification, nurtures opportunities properly, and delivers real pipeline impact.

We get into:

Why traditional MQL models were breaking down — and frustrating sales teams
How SDRs became a critical layer between marketing and sales
The role of digital-first buying behaviour in reshaping go-to-market strategy
How to prove a new model internally without disrupting your sales team
What “good” looks like when it comes to alignment, content, and customer journeys

If you’re still measuring success

15 Lessons from 15 Years in Sales and Outbound

Wed, 01 Apr 2026 16:00:00 +0100

To mark both the 50th episode of our podcast and 15 years of durhamlane, Richard Lane and Lee Durham break down the lessons that have shaped their approach to outbound.

From spreadsheets and cold calls to AI and global SDR programmes - this is the thinking behind the results.

What you'll learn:

Why mindset beats tools - every time
The difference between activity and pipeline that converts
Why cold calling still works (despite what people say)
How to build SDR programmes that actually perform
Why better questions outperform better pitches
The real role of AI in outbound sales
What separates meetings from real opportunities

Brand, Content & Building Demand with Jessica Cook

Tue, 10 Feb 2026 12:45:00 +0100

In this episode of The Insiders, Richard Lane is joined by Jessica Cook, Head of Marketing at Vector, to explore why storytelling has become one of the most powerful growth levers in modern B2B marketing.

From building pipeline without a traditional demand gen function to creating a brand that genuinely resonates with marketers, Jessica shares practical insights from her journey leading marketing at a fast-growing SaaS business and why content is no longer a “nice to have”.

The conversation covers brand, content, leadership buy-in and what it really takes to stand out in a crowded market.

Why there is no marketing without content
How storytelling is shaping the future of marketing leadership
Growing pipeline through brand-led activity
What most companies get wrong with swag and brand experiences
The role CEOs play in successful marketing strategies
Building demand by understanding your audience deeply

State of Sales Coaching 2026: What Leaders Get Wrong

Thu, 29 Jan 2026 12:00:00 +0100

Sales coaching is widely recognised as one of the strongest drivers of performance, yet for many sales teams, it’s falling short.

In this episode of The Insiders Podcast, Richard Lane is joined by Kevin Beales, Founder & CEO of My Sales Coach, to unpack the findings from the State of Sales Coaching 2026 report - one of the largest surveys of its kind.

Together, they explore why sales leaders believe coaching is improving, while sales reps report the opposite; how deal reviews are being mistaken for coaching; and what organisations can do to build a coaching culture that actually delivers results.

What you’ll learn in this episode:

Why 40% of salespeople say they’re rarely coached or not coached at all
The growing gap between leader intent and seller experience
Why pipeline and deal reviews are being labelled as “coaching”
The role of peer coaching and why it’s massively underused
What sales teams really think about AI coaching tools
How the best organisations measure coaching impact beyond short-term revenue

How to Build a High-Performing Marketing Organisation

Thu, 15 Jan 2026 17:00:00 +0100

What does it really take to build a high-performing marketing team?

In this episode of The Insiders, Richard Lane speaks with Jessica Gilmartin, former CRO and CMO at Calendly, about the foundations of marketing team performance. From hiring the right people and owning your data, to working effectively with sales and prioritising revenue over vanity metrics, Jessica shares practical lessons from scaling marketing teams at companies like Calendly, Asana and Google.

If you’re responsible for marketing performance or building a team that drives revenue, this episode is well worth a listen.

The Future of Sales Tech: AI Won’t Replace Sellers, It Will Redefine Them

Thu, 18 Dec 2025 12:15:00 +0100

In this episode of The Insiders, Richard Lane is joined by James Donaldson, Founder of Stakki to explore how AI is reshaping the sales tech landscape and what it means for sellers.

James shares why tool overload has left sales teams distracted, why data quality is now the biggest barrier to predictable revenue, and how AI can help reps spend more time doing what they’re actually hired for: speaking with customers.

They also dive into the rise of CRM-embedded AI, the shift towards consolidated tech stacks, and how sales teams can balance human-first selling with smarter automation. If you’re planning your GTM strategy for 2026, this episode is packed with clarity and practical direction.

How AI entered the sales process and what’s changed
Why automation alone isn’t solving pipeline problems
The true bottleneck: unstructured, ageing CRM data
Why it’s “crazy to pay SDRs not to talk to people”
The rise of revenue orchestration inside the CRM
Predictions for 2026: consolidation, cleaner data, smarter coaching
What leaders should prioritise before implementing new tools

Signals over Spreadsheets – How Workwize Built Smarter Sales Pipelin

Wed, 19 Nov 2025 15:40:00 +0100

In this episode of The Insiders, André Stoorvogel (Head of Demand Generation, Workwize) joins Richard Lane (Co-founder, durhamlane) to unpack how Workwize flipped its go-to-market motion - turning data and intent signals into meaningful conversations (and inbound growth that stuck).

André’s story is a masterclass in focus. He explains how a simple pivot - from HR to IT - transformed Workwize’s revenue engine, taking inbound from 5% to 85%.

The secret? Start at the bottom of the funnel, act on buyer intent, and never lose the human touch - even when AI is doing the heavy lifting.

If you’re leading marketing, demand gen or revenue teams and want to know how to build smarter, warmer pipelines… this one’s for you!

From $1M Mistake to Record Growth: Guy Rubin on Scaling Smart

Mon, 10 Nov 2025 11:21:00 +0100

In this episode of The Insiders by durhamlane, Richard Lane sits down with Guy Rubin, founder of Ebsta and now Managing Director Insights at Fullcast to unpack the power of focus in sales and go-to-market strategy.

After spending over $1 million chasing the wrong market, Guy shares the honest lessons behind a bold pivot that redefined his company’s trajectory and led to record-breaking growth.

From misjudged integrations and zero-revenue quarters to building a data-driven culture and defining what a true Ideal Customer Profile (ICP) looks like, this is a masterclass in learning from the hard way and winning smarter next time.

Marketing as a Revenue Driver at Hexagon

Mon, 03 Nov 2025 13:56:00 +0100

Hexagon’s Alexandre Aimé joins Richard Lane to discuss how marketing can drive real revenue growth, boost sales conversion, and embrace AI to power smarter go-to-market strategies.

Reinventing Sales Conversations: Why Listening and Curiosity Win

Wed, 06 Aug 2025 09:00:00 +0100

The world of B2B sales is shifting – again. In this episode of The Insiders, we flip the script. durhamlane co-founder Richard Lane steps out of the interviewer’s seat and into the hot seat, fielding tough questions from Ollie about go-to-market strategies, the future of SDRs, and why listening might be the most undervalued sales skill today.

From breaking down why “cold calling is far from dead” to revealing how RevOps thinking can build high-performing sales teams from scratch, Richard offers unfiltered insights drawn from years at the frontline of enterprise sales. Expect sharp thinking, a few laughs, and a challenge to rethink how marketing and sales work together.

What you’ll learn in this episode:

Why brand recognition can make or break your go-to-market strategy.
The surprising role of Instagram and B2C tactics in modern B2B engagement.
Why “be interested to be interesting” is more than a mantra – it's a sales superpower.
The real evolution of SDR roles (and why they’re not going anywhere).
How to spot when your sales and marketing teams are misaligned and fix it.

Cold Calling in the Age of AI with Justin Michael

Mon, 28 Jul 2025 09:00:00 +0100

Is cold calling dead? Not if you ask Justin Michael, co-author of Cold Call Algo and one of the sharpest voices in outbound sales. In this episode of The Insiders, Justin joins Richard Lane to reveal why AI isn’t replacing cold calling – it’s reshaping it.

From smart data strategies to conversation openers that break the mould, Justin shares how sellers can cut through the noise, build credibility fast, and win the attention of busy decision-makers. Whether you’re an SDR, AE, or sales leader, this episode will shift how you think about prospecting in an AI-driven world.

Making Marketing a Revenue Center: From “Colouring Book” to “Check book”

Wed, 30 Apr 2025 09:00:00 +0100

In this episode, Lisa Eaton passionately shares that marketing has evolved from the "colouring-in department" to a crucial growth engine. Once seen as a cost center, marketing is now as essential as sales in driving business success. Lisa explains how marketers must embrace commercial strategy, focus on proven tactics, and measure ROI to make a real impact. Forget busy work—today’s market demands strategic, revenue-driven marketers who can drive customer acquisition and brand growth. This episode is a must-listen for marketers looking to level up and prove their worth.

Tune in for insights on building a high-performing, integrated sales and marketing strategy. Subscribe to The Insiders and explore durhamlane’s “Selling at a Higher Level” methodology.

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

Getting More From Marketing | Mark Green

Fri, 14 Feb 2025 11:00:00 +0100

Discover how aligning sales and marketing can drive business success and create a seamless revenue team. In this episode, Mark Green, EMEA VP at Domo, joins Richard Lane to discuss:

The role of consistency, collaboration, and data-driven decision-making in uniting sales and marketing.
How marketing has evolved beyond lead generation to influence customer retention, renewals, and growth.
The shift towards adoption marketing and the impact of AI-driven tools in optimising decision-making.
The transformation of content strategy and events, with a focus on tailored, persona-driven engagement.
The future of B2B marketing, including the rise of Account-Based Marketing (ABM), predictive analytics, and Revenue Operations (RevOps).

Tune in for insights on building a high-performing, integrated sales and marketing strategy. Subscribe to The Insiders and explore durhamlane’s “Selling at a Higher Level” methodology.

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

Marketing Magic: Turning Customers into Superfans | Goetz Posner

Wed, 19 Jun 2024 16:00:00 +0100

Discover the power of integrating creativity and humour into your marketing to drive business growth and deliver exceptional customer experiences. In this episode, Goetz Posner, Global Head of Marketing and Customer Experience at Amadeus, joins Richard on the podcast to discuss:

The art of creating impactful marketing strategies that prioritise audience engagement
How to infuse sales and marketing efforts with creativity and humour
Techniques for transforming marketing campaigns into memorable experiences
The importance of understanding and anticipating customer needs to foster deeper connections and loyalty

“You can only learn or grow when you make mistakes. We'd all prefer to avoid them, but there isn't just one path forward. It's important to empower people to try, knowing that if things don't work out, they can learn and improve by trying a different approach.” - Goetz Posner

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

How the humble sprout can transform your storytelling | Jamie Mackenzie

Fri, 10 May 2024 09:00:00 +0100

Storytelling is not just reserved for those big moments, in fact storytelling is the fabric of all communication connecting 8 billion people across the world...and Jamie can help you harness its power.

Jamie Mackenzie (author of 28 Bags of Sprouts – Storytelling with Impact) knows all about this from his work on pulling together 5 businesses from 3 countries, under 1 new global banner – Jamie joined Richard on the podcast to share his thoughts on:

The journey of writing and self-publishing a book
How his sprout model can enhance the impact of your communication
How to overcome challenges in implementing storytelling techniques

“Storytelling is start, middle and end. It's always been like that since the start. Use the Sprout model, but stick with it.

Keep practising it and keep using it. You will see the impact because you're tapping into the elements that human beings want, which is stories and a storytelling approach. It's in our human nature to respond to it.” - Jamie Mackenzie

Jamie’s book, 28 Bags of Sprouts – Storytelling with Impact, is available on Amazon now.

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

Navigating the Waters of Rebranding | Chris Betton

Fri, 19 Apr 2024 09:00:00 +0100

When undertaking a massive project of any kind, sometimes you only know where you should have started once you’ve gained understanding and it’s too late to go back and do it again.

Chris Betton (UK and EMEA Marketing Manager, HIPER Global UK) knows all about this from his work on pulling together 5 businesses from 3 countries, under 1 new global banner – Chris joined Richard on the podcast to share his successes and lessons learned on:

The challenges of creating content that resonates with multiple audiences whilst still staying true to HIPER Global UK’s value proposition
The importance of authenticity and effective communication
The need for agility and innovation in marketing strategy – particularly in the tech marketing space

“If an idea comes from somewhere unexpected, embrace it, because all it takes is for something different to crop up, and you might have something completely new to try in the market that suddenly starts to resonate. How are you going to know that until you try it?” - Chris Betton

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

From Lone Wolf to Team Player | Dave Mackay

Fri, 29 Mar 2024 09:00:00 +0100

It’s true that we are often our own biggest critic, and it’s easy to pick at parts of yourself that are less than perfect. But where the real challenge lies, is to be genuinely receptive of your own self-reflections, to learn from your past mistakes and to use them to guide your future successes.

Dave Mackay (Sales Director, sa.global) joined Richard in the podcast studio for this candid and honest discussion about:

Advocating for a culture of trust and understanding between departments, for the good of the business as a whole
The benefits of a sales career, if you’re willing to invest time in yourself to reap the rewards
Recognising traits in yourself that could be harmful to your future success – and more importantly, how to turn them around.

“There's more of a requirement for people that really want to become sales professionals to be absolute self-starters and self-learners - because there isn't that framework out there. So if you want to do it, go and do it, because the rewards and the opportunities and what sales gives back are just unbelievable.” - Dave Mackay

How did I end up here? | Luke Robinson

Fri, 15 Mar 2024 09:00:00 +0100

Many people with careers in sales say they ‘fell’ into their role. And as another fellow member of the Happy Trip Up Club, Luke Robinson (Head of New Business at Wolters Kluwer) is no exception.

In this episode, hear from Luke as he shares with Richard:

The importance of facing up to challenges and growing from them
How embracing opportunities for growth can take your career in unexpected (but good) directions
Thoughts on imposter syndrome and how to recognise your strengths and skills

"Just seek out the next scary thing in your career - because the moment that you have to do it, I think that's when you find out whether you actually can." - Luke Robinson

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

How to Build a Bulletproof Go-To-Market Strategy | Adam B Needles

Fri, 01 Mar 2024 09:00:00 +0100

Without a solid go-to-market (GTM) strategy, you might not be cutting through the noise to reach your audience and launch your product or service successfully. So, how do you make sure your GTM strategy packs the punch it needs? Hear it straight from an industry expert – in this episode, Adam B Needles (CEO of ANNUITAS) shares his thoughts on:

The motivation behind Adam’s book, The Chief Growth Officer’s Handbook
The importance of post-sale engagement
Growth Ops mindsets, and how to approach them holistically
Conversations being two-way – using omni-channel feedback collection.

“Conversations are the underlying terra firma of go-to-market. And so the core of effective go-to-market is driving those conversations further.” - Adam B Needles

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

Professional Persistence and the Art of Selling | Mark Ash

Fri, 16 Feb 2024 09:00:00 +0100

Many don’t consider sales a “real” profession. But with hard work and dedication to the craft, sales is a lucrative and fulfilling career – and in this episode, Mark Ash (CRO of Konica Minolta Business Solutions UK) shares his thoughts on everything he’s learned in two decades in sales:

Mental resilience in the face of adversity
The journey to success, and learnings along the way
Sales as a profession
Embracing change and technology in sales

“Mental resilience is one of the key bedrocks of who I am as an individual - you cannot control the situation, all you can control is your reaction to it.” - Mark Ash

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

6 Actionable Tips That Will Grow Your Business Faster in 2024 | Richard Lane

Tue, 16 Jan 2024 09:00:00 +0100

Impactful marketing that leads on to strong sales has never been easy to pull off – and in many ways, it’s becoming even more challenging.

In the previous 6 episodes of Season 2 of The Insiders Podcast, each of our guests have offered their actionable insights into how to combat the growing complexities in the world of marsales. In this episode, our CCO, Richard Lane, shares his thoughts on our podcast guests’ insights, including:

Understanding your customer
Optimising customer engagement
Measuring the right metrics
Connecting marketing and sales
Using data and analytics
Leveraging industrial partnerships.

“Organisations that recognise their strengths, double down on doing what they do best, and then using other people and other partners to do other aspects, tend to grow the fastest, tend to be sustainable, and tend to develop and build the best businesses.” - Richard Lane.

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

B2B Marketing, Maximised: How To Get More Bang For Your Buck In 2024 | Zsuzsanna Blau

Tue, 12 Dec 2023 09:00:00 +0100

Marketing budgets are shrinking – so trying to do more with less is on the to-do list for all marketing leaders. In this episode, Zsuzsanna Blau (Global Head of Digital Demand and Campaigns at Nokia) shares her thoughts on:

Navigating the challenges of B2B inflation
Strategies for optimising marketing budgets
Customer retention vs customer acquisition
The impact of generative AI tools on the marketing landscape

“There are more channels, more content, more touch points, more stakeholders – and the same or less resources to do all this. B2B inflation is real. It takes more to win.” - Zsuzsanna Blau

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

Navigating Disruption during Digital Transformation | Paul Stevens

Fri, 24 Nov 2023 14:00:00 +0100

The world of healthcare technology is evolving fast, and with it comes disruption, obstacles to navigate – but also opportunity. In this episode, Paul Stevens (Director of Digital Health at OMRON Healthcare) shares his thoughts on:

The challenge of leading through disruption
Balancing tradition with innovation
Defending your market position
Transitioning skills from manufacturing to software

"Know what you do well and find others to do the things that you don't do well. Or to help you to grow capabilities that may become core to you in the future." - Paul Stevens

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

Unlocking the Power of Marsales Alignment | Antti Nykänen

Fri, 10 Nov 2023 14:00:00 +0100

Achieving marsales alignment is a perennial problem for marketing and sales leaders, which Antti Nykänen (Head of Marketing, Infrastructure at AFRY) has tackled head on. In this episode, Antti shares his thoughts on:

The three barriers to marsales alignment
How to build a strong connection between marketing and sales
What not to do concerning marketing tech tools
Installing a selling culture in project focused organisations

“Marketing becoming more digital is a great development - topics like ROI, and the value of MQLs, it’s becoming actually possible to measure all this, which wasn’t possible 10 years ago.” - Antti Nykänen

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

Exploring an Evolving Marketing Landscape | Paul Gowans

Fri, 27 Oct 2023 09:00:00 +0100

Demand generation and lead generation - where does one end, and the other begin? Turns out it’s not quite so cut and dry. In this episode, Paul Gowans (Global Director Regional and Channel Marketing at VIAVI Solutions) shares his thoughts on:

The evolving buyer journey
The challenge of demand generation
Tailoring campaigns to market maturity
Geographic variation in market dynamics
The role of data and analytics

“Data-led marketing is like a flywheel. It’s really difficult to get going, and get that momentum – it’s hard! But once that thing starts spinning, you get results and it moves at a faster pace. So look at the data – the data’s telling you something.” – Paul Gowans

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.co.uk.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

The Birth of an Industrial Data Solution | Richard Jeffers

Fri, 13 Oct 2023 15:00:00 +0100

In a journey from the brewing industry, to becoming a pioneer of industrial data solutions, Richard Jeffers (Founder and MD, RS Industria) joins us on an episode of The Insiders to share his insights on:

Navigating complex sales cycles
The power of the RS brand
Contrasting product vs solution selling
Addressing strategic alignment issues

“You’ve got to have an intimate understanding of the customers jobs, pains and gains. Make sure that your solution is addressing those, and not just turning up and talking about….stuff.” – Richard Jeffers.

Richard shares his experience – plus actionable insights – alongside host Richard Lane, Co-Founder and CCO of revenue acceleration agency, durhamlane.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

Finding (and Capturing) The Perfect Lead | Karen Kulinski

Fri, 29 Sep 2023 15:00:00 +0100

Capturing the perfect lead - it's an achievement any marketer worth their salt aspires to, and one that’s superseded only by that perfect lead becoming a revenue-generating customer. But how do you actually achieve that? In this episode, Karen Kulinski (EMEA Marketing and Communications Director at ADLINK) shares her thoughts on:

Crafting personalised paths to conversion
Harmonising marketing and sales efforts
How to harness MarTech for maximum impact
Steering clear of common lead gen pitfalls

“Empower teams to use technology as an enabler - and achieve the goals by keeping the customer experience at the forefront.” - Karen Kulinski

Karen shares her experience – plus actionable takeaways – with host Richard Lane, Co-Founder and Chief Commercial Officer of revenue acceleration agency, durhamlane.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

Jedd Williams (Head of Global Sales Acceleration at Poly) talks about how to integrate successful alliance partnerships into your sales strategy

Fri, 21 Apr 2023 09:00:00 +0100

On episode 24 of The Insiders podcast, hosts Richard Lane and Simon Hazeldine talk to Jedd Williams (Head of Global Sales Acceleration at Poly) about his experience using B2B alliance partnerships and co-selling framework, and how customer needs have changed since working from home has become more prevalent. Jedd also discusses: How sales acceleration can drive revenue across broader organisations, the importance of collaboration across and within businesses, and how to scale your renewal rates by focusing on your product/service.

"We make sure that we're maximising the the size of the opportunity and getting the customer what they need early on in the process."

Jamie Mackenzie (Chief Marketing Officer at Sodexo Engage) talks about how marketing fundamentals play a key role in creating successful global product launches.

Tue, 11 Apr 2023 09:00:00 +0100

On episode 23 of The Insiders podcast, hosts Richard Lane and Simon Hazeldine chat with Jamie Mackenzie (Chief Marketing Officer at Sodexo Engage) about how marketing fundamentals play a key role in creating successful global product launches, and the influence they have on the buyer journey. Jamie also discusses: Key considerations when implementing a global product launch, B2B vs B2C buyer mindset, and how tracking the right metrics and intergration of commercial functions can benefit business.

Philipp Humm, Founder of Power of Storytelling, discusses how captivating storytelling can enhance sales teams selling abilities

Tue, 21 Mar 2023 09:00:00 +0100

Philipp Humm (Founder of Power of Storytelling) explores how learning the art of storytelling can enhance sales teams selling abilities.

In this episode Philipp also discusses:

His first encounter with storytelling in a sales environment
The effectiveness of dialogue in storytelling
How to practice storytelling to enable a shift in your selling journey
How to implement constructive embarrassment productively

Jamal Reimer, Founder of Enterprise Sellers, discusses how implementing a high performance mindset and grand thinking enabled him to unlock the secret of megaselling.

Tue, 28 Feb 2023 09:00:00 +0100

Jamal Reimer (Founder of Enterprise Sellers) discusses how implementing a high performance mindset and 'grand thinking' enabled him to unlock the secret of mega-selling.

In this episode Jamal also discusses:

His career highs and lows throughout 20 years in sales
What mistakes people commonly make when prospecting into C-level
The art of executive whispering
How to create the right environment and culture to achieve high performance selling

Richard Smith, VP of sales EMA at Allego, discusses how to make cold calling your most effective sales channel, and how implementing sales enablement technology can enhance sales performance.

Mon, 13 Feb 2023 09:00:00 +0100

Richard Smith (VP of sales EMEA at Allego) discusses making cold calling your most effective sales channel, and how implementing sales enablement technology can enhance sales performance.

Richard fell into the profession after leaving University with an underwhelming Computer Science degree. He has performed all sales roles from lead generation to revenue contributor, and now leads a growing team as VP of Sales EMEA at Allego. He is passionate about coaching and developing others, particularly those just starting their career.

In this episode Richard also discusses:

How to create the right blend of touch points to reach prospects successfully
The importance of setting salespeople up for success during the onboarding process
The impact of regular and effective sales coaching

Simon Ball, Market Director at Equans UK & Ireland, shares how to win new customers in a highly commoditised market and contrast low-cost competition with personalization and trust

Mon, 30 Jan 2023 09:00:00 +0100

Simon Ball (Market Director at Equans UK & Ireland) discusses the power of personalisation and how success in sales is always a team pursuit.

Simon also discusses:

How to beat low-cost competition in a commoditised marketplace
The importance of establishing multiple engagement points with target accounts
Why capturing the interest of a CEO might not be enough to win in B2B sales

Jason Harvey, VP of Solution Sales EMEA at Zebra Technologies, unpacks the mindset shift from product selling to solution selling in the B2B technology market.

Wed, 04 Jan 2023 09:00:00 +0100

On episode 18 of The Insiders podcast, hosts Richard Lane and Simon Hazeldine are joined by Jason Harvey (VP of Solution Sales EMEA at Zebra Technologies) to talk about the shift from product selling to solution selling, and why creating a culture of innovation is key to driving growth in the industrial technology market.

Jason also discusses:

The importance of wielding a 'be curious' attitude
Upskilling your salespeople for maximum success
Why losses are just as important as wins and how to come back stronger
Why it's crucial not to overwhelm your buyers, or your sellers

Listen now.

Miguel Avalos, Head of Ads Marketing, Commerce & Vertical Growth Programs EMEA at Google, explores the connections between growth challenges, go to market strategy and diversity.

Thu, 08 Dec 2022 09:00:00 +0100

Miguel Avalos (Head of Ads Marketing, Commerce & Vertical Growth Programs EMEA at Google) joins hosts Richard Lane and Simon Hazeldine on The Insiders podcast to talk about overcoming growth challenges and developing winning go-to-market strategies.

Miguel also discusses:

The necessity to unleash talent through a culture of diversity
The flexibility of leadership in the digital age
A key issue with Sales and Marketing alignment

...and more!

Dirk Gauwberg, Global Operational Marketing Director at AXA Partners, talks about storytelling and distributing meaningful content that reflects the buyer journey.

Mon, 21 Nov 2022 09:00:00 +0100

On the latest episode of The Insiders podcast, hosts Richard Lane and Simon Hazeldine are joined by Dirk Gauwberg (Global Operational Marketing Director at AXA Partners) to discuss the power of storytelling and distributing meaningful content that reflects your customers' buying journey. He also discusses:

Adapting sales pitches to reflect modern, buyer-first selling
Maximising your consultancy approach by offering customers 'tailor-made solutions'
The power of collaborating with external providers
How to drive revenue growth quickly

Catherine Dutton, Vice President of EMEA Marketing at Pegasystems, shares her insights on how to make marketing your business' most valuable asset.

Fri, 04 Nov 2022 09:00:00 +0100

On episode 15 of The Insiders podcast, hosts Richard Lane and Simon Hazeldine welcome marketing expert Catherine Dutton (Vice President of EMEA Marketing) from Pegasystems.

Catherine shares how qualifying and nurturing leads appropriately can win more customers and drive growth. She also discusses:

Why it's important to be a data-driven storyteller
The skills marketers need to add business value
How measuring the impact of marketing can drive alignment and growth

"Marketers need to be flexible, adaptable, and think more strategically, alongside being able to use insight and analysis to inform your conversations both internally and externally."

Mercer UK's Chief Growth Officer, Nick McClelland, and Chief Marketing Officer, Aine Bryn, highlight why sales and marketing should always be curious about one another.

Thu, 20 Oct 2022 09:00:00 +0100

On episode 14 of The Insiders podcast, hosts Richard Lane and Simon Hazeldine celebrate a milestone, welcoming sales and marketing duo Nick McClelland (Chief Growth Officer) and Aine Bryn (Chief Marketing Officer) from Mercer UK. The pair talk about the never-ending relay race that exists between Marketing and Sales, and why one can't work without the other. They also discuss:

How curiosity is the key to a great sales and marketing partnership
Why asking the right questions will inevitably lead to innovation and growth
The importance of coaching employees to be inquisitive about fields outside of their area of expertise

Emma Roffey, VP of Marketing EMEAR at Cisco, talks about the nuances between sales and marketing, and the one thing that should always unite them - the customer.

Mon, 10 Oct 2022 09:00:00 +0100

Hosts Richard Lane and Simon Hazeldine are joined by Emma Roffey (VP Marketing EMEAR at Cisco) to discuss the importance of always maintaining a "customer-first philosophy." Emma also discusses:

The defining characteristic that separates sales and marketing
Why speed matters when meeting customer needs
How alignment and culture start at the top
Why peer-to-peer feedback is crucial to success

Darren Cassidy, Managing Director UK&I at Xerox, discusses the importance of practicing 'adaptive leadership' to navigate change in the ever-evolving world of sales.

Tue, 27 Sep 2022 09:00:00 +0100

On the latest episode of The Insiders podcast, hosts Richard Lane and Simon Hazeldine are joined by Darren Cassidy (Managing Director UK&I at Xerox) to talk about how adaptive leadership can help businesses navigate change. Darren also discusses:

How sales leaders must be clear about where they want teams dedicating their time and energy
The benefits of applying the 'Red to Blue Mindset' model
Why sales and marketing collaboration d12rives meaningful change

Darren Atkins, Marketing Director at Sabre, talks about the role played by marketing in the integration with sales and how to achieve the "holy grail" of marketing to revenue correlation.

Wed, 14 Sep 2022 09:00:00 +0100

On the latest episode of The Insiders podcast, hosts Richard Lane and Simon Hazeldine are joined by Darren Atkins (Marketing Director at Sabre) to talk about the integration of Marketing and Sales and highlights how this can only be fully achieved by reimagining the role of Marketing. Darren also discusses:

The diffused shift in focus from lead generation to brand activation
How marketing’s role doesn’t stop at generating interest and awareness
Why setting clear objectives is critical to running successful demand generation campaigns

Franklin Williams, Director of Global Commercial Excellence at Thermo Fisher Scientific, gets candid about leveraging LinkedIn to succeed in the world of social selling.

Wed, 07 Sep 2022 09:00:00 +0100

On the latest episode of The Insiders podcast, hosts Richard Lane and Simon Hazeldine spoke with Franklin Williams (Director of Global Commercial Excellence at Thermo Fisher Scientific) to discuss how businesses can drive up revenue and EBITDA with social selling. Franklin also discussed:

How to add value and drive trust through your LinkedIn profile
The importance of sharing authentic content with your network
Simplifying technology to maximise sales efficiency

Neil Ritchie, Head of Global Marketing & Sales for Motion Services at ABB, talks about the importance of mediating between a global revenue strategy and its local execution.

Wed, 17 Aug 2022 09:00:00 +0100

On the latest episode of The Insiders podcast, hosts Richard Lane and Simon Hazeldine are joined by Neil Ritchie (Head of Global Marketing & Sales for Motion Services at ABB) to discuss the importance of mediating between a global strategy and its local execution. Neil also discussed:

His 3 core principles for strategic success: find the right people, empower them to do the right thing, and keep it simple
The psychology of sales: how 'value' is different to different people
Customer satisfaction and how it relates to the changing world of sales
The value diversity brings by attracting the right talent

Graham Hawkins, Founder & CEO of SalesTribe, discusses the importance of using storytelling and sense-making to strengthen your sales process.

Wed, 10 Aug 2022 09:00:00 +0100

On our special episode of The Insiders Podcast, hosts Richard Lane and Simon Hazeldine are joined by Graham Hawkins (Founder & CEO of SalesTribe). Graham discusses the importance of using storytelling and sense-making as part of the sales process, and how to sell smarter in a world of smarter buyers. Graham also explores:

How the role of salespeople has evolved: they are no longer the information givers, but the sense-makers
How showing you care will make you stand out to buyers
The importance of networking and building a brand: visibility = opportunity

An expert in his field, Graham is a keynote speaker in the world of digital and data-led selling. He is also the Founder & CEO of SalesTribe, a business dedicated to improving sales capability and providing salespeople with new career opportunities.

Sascha Rahman, Head of Strategic Marketing & Sales Excellence at ifm, discusses how to manage the risk of buyers' remorse by coordinating sales and customer success capabilities.

Tue, 02 Aug 2022 09:00:00 +0100

On the latest episode of The Insiders podcast, hosts Richard Lane and Simon Hazeldine are joined by Sascha Rahman (Head of Strategic Marketing & Sales Excellence at ifm) who discusses how to manage the risk of customer regret by effectively coordinating sales and customer success teams.

Sascha also talks about...

The importance of team composition to deliver the right solutions to the customer
Leveraging multichannel approaches to achieve sales excellence
Moving from a responsive to a prescriptive approach avoiding information overload

Ivy Petit, Global Marketing Director at Veolia Water Technologies, discusses the importance of developing a marketing narrative that channels the customer's voice through aligned Sales and Marketing.

Wed, 20 Jul 2022 09:00:00 +0100

On the latest episode of The Insiders podcast, hosts Richard Lane and Simon Hazeldine are joined by Ivy Petit (Global Marketing Director at Veolia Water Technologies) to discuss the importance of channelling the customer's voice through aligned Sales and Marketing.

Ivy also provides insight into...

Developing a value proposition canvas and customer-focused marketing narrative
The different challenges experienced by customers in different countries
Using workshops, frameworks and toolkits to bring Marketing and Sales together

Ricky Sevta, Chief Revenue Officer at simPRO discusses the importance of maintaining a startup mentality in a growing business.

Fri, 08 Jul 2022 09:00:00 +0100

On the latest episode of The Insiders podcast, hosts Richard Lane and Simon Hazeldine are joined by Ricky Sevta (Chief Revenue Officer at simPRO) to discuss the importance of maintaining a startup mentality as your business grows.

Peter Schopf, Head of Sales MindSphere for EMEA at Siemens Digital Industries Software, discusses the global differences in the adoption of the digitalisation of Sales and the importance of knowledge management in the replication of business success.

Fri, 24 Jun 2022 09:00:00 +0100

On the latest episode of The Insiders podcast, Peter Schopf (Head of Sales MindSphere for EMEA at Siemens Digital Industries Software) joins hosts Simon Hazeldine and Richard Lane to explore the importance of understanding customer journeys in telecommunications and IoT Sales.

Ryan Bott, Global Vice President of Revenue at Sodexo discusses the importance of curating a positive perception amongst customers and the future digitisation of sales

Fri, 10 Jun 2022 09:00:00 +0100

On the latest episode of The Insiders podcast, Ryan Bott (Global Vice President of Revenue at Sodexo) joins hosts Simon Hazeldine and Richard Lane to explore the importance of curating a positive perception of the company, salesperson and the product amongst customers. Ryan also discusses:

How to use Three Ps to grow your business - Pipeline, Productivity and Product
The shifts in consumer behaviour and what the future of Sales will look like as we experience the further digitalisation and virtualisation of selling
How vital it is to ask the customers what they want

James Webb, Vice President of Marketing Central Europe & EU at Fellowes Brands, discusses evolving salespeople into Sales and Marketing hybrids.

Mon, 16 May 2022 09:00:00 +0100

On the latest episode of The Insiders podcast, James Webb (VP Central Europe and EU Marketing at Fellowes Brands) joins hosts Simon Hazeldine and Richard Lane to discuss the evolution of salespeople into Sales-Marketing hybrids and his expertise from his joint sales-marketing role:

How transactional and consultative selling can be tailored to the needs of the customer
How the ethos at Fellowes has led to sales and marketing teams working in harmony for the benefit of the customer
How focusing outcomes can allow for the setting of realistic goals without preventing the freedom to innovate

Emma Botfield, Managing Director UK & Ireland at RS Components, discusses 'Mar-Sales' and uniting the competing "in-laws" of Sales and Marketing to create a powerful force

Tue, 03 May 2022 09:00:00 +0100

In the first episode of The Insiders Podcast, Emma Botfield, Managing Director UK & Ireland at RS Components, joins hosts Simon Hazeldine and Richard Lane to discuss her insights into the world of 'Mar-Sales' - her term for the marriage between Marketing and Sales - Emma likens the two to a competing pair of in-laws, who if managed correctly, can be a powerful force.

Emma also provides insight into...

The changes in 'Mar-Sales' brought about by the pandemic
Looking for long-term partnerships rather than short contract wins
The importance of perceiving 'Mar-Sales' as a career and her intentions to ensure that the industry becomes a desirable destination for women and people from different ethnicities, cultures and backgrounds.