Sales Transformation Lab

Jeremy Brady is the Director of Sales (USA & Latin America) at G Adventures , the world’s largest adventure travel company. A veteran of the industry, Jeremy transitioned from a "road warrior" BDM to a strategic leader overseeing a distributed team of Global Purpose Specialists. He is a passionate advocate for community-based tourism and a leadership style that prioritizes values, pu...

Key Points & Timestamps The "Revenue Operating Brain" Concept (02:08 – 04:18) Systems of Record vs. Systems of Intelligence (04:19 – 05:53) The Death (or Evolution) of the CRM (05:59 – 09:00) Data Infrastructure is More Important than AI (10:04 – 11:44)  Behaviour Change and Wearable Tech (12:29 – 14:51) The AI Hype Cycle and 2026 Predictions (15:38 – 18:56) Real-Time "Whisper&q...

Richard Ellis is the CEO of Revenue Innovations and a seasoned sales and go-to-market leader with decades of experience in enterprise software, sales leadership, and revenue operations. Originally trained as an engineer, Richard has held roles spanning frontline sales, sales management, and sales operations, and is regarded as an early pioneer of value engineering. He specialises in helping organi...

In this episode of Sales Transformation Lab , Matt is joined by Melanie Mills, an experienced revenue leader with 20+ years in B2B and B2C, former Chief Revenue Officer at UK fintech Caxton Payments and now Founder & CEO of Connection Career Collective (CCC) . Together they tackle a topic most leadership conversations skip over: 👉 How do you maintain your energy as a leader, especially in a m...

Jonny Adams brings decades of hands-on experience driving high-impact transformation and commercial excellence across professional services, technology, and financial sectors in Europe and the US. In this episode, he dives deep into what it takes to achieve Go-to-Market (GTM) transformation, aligning strategy, people, and technology to deliver measurable growth. You’ll learn: What GTM transformati...

Sales transformation is everywhere—and revenue teams feel it first. In this episode, Arianne Riddell (ex-LinkedIn, BBC, Feefo), now Chief Sales Officer at Personal Group , shares a people-first playbook for leading through change: embed values that actually guide behaviour, reset your first 90 days, rebuild foundations (process, narrative, enablement), and shift teams from inbound-reliant to outbo...

In this episode of the SaaS Sales Performance Podcast , host Matt Milligan sits down with Tanvir Bhangoo and former college football player turned commercial leader, keynote speaker, and author of the bestselling book The Pro Business Mindset . Tanvir is the Founder of TBX Digital , where he helps organizations unlock elite performance under pressure by applying principles from sports to business....

In this episode of the SaaS Sales Performance Podcast , we sit down with Frank Sondors , Co-Founder and CEO of SalesForge . With a career spanning Google, high-growth SaaS startups, and now building cutting-edge AI-driven sales automation, Frank shares his unique perspective on the future of outbound sales, pipeline generation, and sales efficiency. We explore how traditional outbound models—built...

In this episode of the SaaS Sales Performance Podcast, Matt sits down with Roee Hartov (Berlin) to unpack how revenue leaders can drive productivity and profitability in today’s tighter market. Roee maps a simple but powerful approach: standardise processes, deploy the right tools, and upskill teams —then measure everything through a clear data model . Expect candid takes on AI’s real impact (toda...

Engineer-turned-founder Sriharsha “Sai” Guduguntla , CEO of Hyperbound , joins the SaaS Sales Performance Podcast to unpack how voice AI roleplay is reshaping sales enablement. We cover de-risking AI initiatives, why practice beats pipeline obsession, and why the top reps are the hungriest users of coaching tech. Plus: the wild go-to-market behind Hyperbound’s viral launch and what the future hold...

In this episode of the SaaS Sales Performance Podcast , host Matt Milligan is joined by Raouf Mhenni , Chief Commercial Officer at Sopra Banking Software (SBS) . Ralph brings 25+ years of commercial leadership experience and shares powerful, actionable insights from his global career in sales, marketing, and product strategy. Introduction & Guest Background (0:00 - 1:20) Raouf shares his journ...

Jamie Lee, seasoned revenue leader with over 25 years of sales and go-to-market experience, including roles as Chief Revenue Officer at Zesty and multiple GTM leadership positions. In this episode, Jamie Lee shares insights on navigating sales transformation, the importance of coaching, trust, and clear communication in sales teams, and how leaders can foster a growth mindset. He emphasizes the si...

In this insightful Podcast, Daniel Cummings, Chief Commercial Officer at PrecisionAQ, shares insights on leading a PE-backed GTM organisation through its first 100 days and beyond. He emphasises the importance of relentless execution, focusing on doing the work daily, and maintaining a "day one" mindset. Dan highlights the significance of clear goal-setting using OKRs, establishing strategic bould...

Rachel Roberts is Chief Revenue Officer at Level Access, bringing deep leadership experience from global firms like Cisco, Adobe and high growth SaaS scaleups. With a proven record guiding organisations from tens of millions to enterprise scale, Rachel stands out for helping teams adapt and thrive through periods of major change. Her work covers industries from marketing technology to cybersecurit...

In this episode, Keith joins host Matt Milligan to unpack how he helped PandaDoc scale efficiently after pandemic hypergrowth, revamp its GTM strategy and 4x average selling price, all by doubling down on execution, team alignment, and ICP focus. Keith shares the radical mindset shift that enabled his team to stop chasing "ankle biter" deals and start prioritising the biggest opportuniti...

Keenan is the celebrated author of the bestselling book "Gap Selling" and the CEO of A Sales Growth Company, providing transformative sales training and consulting for organisations worldwide. With a dynamic career journey—from dominating sales roles to becoming a globally recognised thought leader. Keenan brings unique insights into driving sales excellence through precise enablement an...

James Tudway is a Commercial Leader and Go To Market Strategist, currently Vice President of HG Insights, with deep expertise in leading revenue teams through product misalignment and market disruption. With years of experience scaling global sales organizations, including a recent stint in California. James returned to the UK to help turn around a SaaS data business grappling with churn, long sal...

Edmund Frey is a veteran revenue leader and former Chief Revenue Officer at Spryker, where he led global sales expansion and helped the company become a market leader. With 30+ years in enterprise sales at organisations like Oracle, Adobe, and SAP, Edmund now serves as Founder & Managing Partner of Edventure Capital, a go to market advisory and early stage investment firm. forming teams in tod...

Bas Seelen is the Chief Commercial Officer at Azerion, a global digital media and gaming company, where he leads revenue operations across Europe. With over 15 years in online marketing and a track record of building high-performance sales teams, Bas has guided Azerion through an IPO and integrated 65 acquisitions across 15 countries. His hands-on leadership in aligning global sales operations and...

Paul Archer is the Chief Commercial Strategy Officer at Envision Pharma Group and a seasoned commercial strategist with more than 20 years of experience transforming pharma communications and driving revenue growth. With a strong background in healthcare communications and a flair for innovative service development, Paul has consistently guided companies to embrace integrated, data-driven commerci...

David Wyatt is the Co-Founder of Celero Ventures and a seasoned revenue leader with an unconventional journey—from electrician to spearheading growth at leading tech companies such as MuleSoft, Databricks, and Aivan. With extensive experience in scaling sales teams and driving multi-million dollar growth, David now leverages his expertise to invest in early-stage software ventures and transform re...

In this episode, host Matt Milligan and Andrew discuss building resilient, productive sales teams for 2025 by leveraging systematic revenue management, data-driven performance frameworks, and AI-enhanced prospecting. Andrew’s journey—from founding startups to advising at 500 Startups—cements his reputation as a leading authority on scaling revenue and transforming sales organisations. 00:00 – Intr...

In this episode of the SaaS Sales Performance podcast, we dive into the art and science of SaaS pricing with James Wilton, Managing Partner at Monevate. James brings a wealth of experience from his consulting career, including leading McKinsey’s startup pricing division, to help SaaS leaders untangle the complexities of value-based pricing strategies. Discover why pricing is not about squeezing cu...

In this episode of the SaaS Sales Performance podcast, we sit down with Martin Mackay, Chief Revenue Officer at Versa Networks, to explore the evolving role of the CRO in today’s rapidly changing sales landscape. With a career spanning executive leadership, venture capital, and turnaround strategy, Martin brings a unique perspective on resilience, productivity, and the intersection of sales and te...

In this episode of the SaaS Sales Performance podcast, we welcome Dominic O’Connor, Chief Revenue Officer at Aurora Consulting. Dominic draws on decades of experience across industries, sharing his journey from telecoms to cybersecurity to commercial real estate, before stepping into his current role as a CRO mentor and consultant. With a keen focus on aligning teams, Dominic breaks down the compl...