Inside the Funnel

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 o...

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 generati...

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 manufac...

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   Inst...

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 m...

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 custome...

Capturing the perfect lead - it's an achievement any marketer worth their salt aspires to, and one that’s superseded only by that perfect lead becoming a revenue-generating customer.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 ma...

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...

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 minds...

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 p...

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...

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...

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

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 Ups...

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...

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 ap...

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 H...

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...

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

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...

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 d...

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 wit...

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 ke...

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 inf...

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...