The Insiders

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

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

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.

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

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! 

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. 

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.

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. 

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.

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. 

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. 

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 engagementHow to infuse sales and marketing efforts with creativity and humourTechniques for transforming marketing campaigns into memorable experiencesThe 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 PosnerThis 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. 

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 bookHow his sprout model can enhance the impact of your communicationHow 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. 

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. 

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

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 RobinsonThis 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.

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 

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 AshThis 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

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

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