Sales Transformation Lab

Sales transformation is everywhere—and revenue teams feel it first. In this episode, Ariane 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 outbound-confident—across both sales and post-sales.You’ll learn:How to set credible 30/60/90 priorities in a messy realityWhy values (pace, passion, professionalism) accelerate executionThe switch from product-led to benefit-led narrativeUsing enablement tools (Salesloft, Walnut, Salesforce) the right wayBuilding outbound habits and coaching CS to drive land–expandThe candid truth: “love them in or love them out”00:00 Real problems: focus, motivation, performance00:15 Intro & episode setup01:05 Series theme: transformation everywhere02:01 Market pressure & team impact (UK/US)03:06 Ariane’s journey (media → LinkedIn → SaaS leadership)05:05 Hypergrowth lessons & people-first leadership07:00 Values that drive behaviour (pace, passion, professionalism)08:12 Navigating resistance to new vision10:28 “Love them up or love them out”11:41 First 90 days: priorities vs. reality12:12 Rebuilding foundations: process, narrative, enablement13:23 Salesloft, Walnut, creds, collateral, hiring Head of New Biz15:20 Data-led talent profile & replicating success18:12 Breaking inbound dependence → outbound mentality21:04 Why outbound is the controllable growth lever22:16 Making CS truly commercial (top-down & bottom-up plays)24:00 Channel mix: does phone still work?25:26 Testing, learning, iterating; hiring SDRs27:24 Wrap & connect with Ariane on LinkedIn

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.Together, they explore how sales and revenue leaders can build resilience, sharpen execution, and lead teams through market turbulence by focusing on process, mindset, and fundamentals, not just pipeline velocity.Expect a grounded, practical conversation on how to perform when conditions are tough and how to lead with grit, discipline, and clarity when your team needs it most.You’ll learn:✅ Why "training camp" fundamentals matter more than ever in tough markets✅ How to reset your mindset and team habits during a downturn✅ What true leading indicators of enterprise performance look like✅ Why in-person connection is becoming a competitive advantage again✅ How EQ, consistency, and discipline outperform over-activity🎧 A must-listen for CROs, VPs of Sales, and leaders navigating uncertainty in 2025.00:00 – 00:15 | Protecting the Core in DownturnsWhy companies are cutting costs, consolidating tech, and focusing on essentials.00:15 – 01:34 | Meet Tanvir BhangooFrom football field to boardroom — how sports shaped Tanvir’s leadership philosophy.01:34 – 03:43 | Market Mindset: Grit Over Growth HackingNavigating instability by focusing on fundamentals, not just outbound acceleration.03:43 – 06:55 | Back to Training CampReassessing what works, cutting what doesn’t, and rebuilding habits that drive performance.06:55 – 08:48 | The Sniper Approach to PipelineWhy fewer, more targeted deals outperform high-volume outreach in slow markets.08:48 – 10:56 | Resetting Boardroom ExpectationsHow leaders can proactively communicate and reforecast during tough quarters.10:57 – 13:20 | Managing Process, Not Just ResultsWhy the best leaders focus on consistency, not outcome dependency.13:21 – 15:14 | Mindset Under PressureHigh performers master what they can control — habits, routines, and focus.15:14 – 17:29 | KPIs That Matter in Enterprise SalesMeasuring stakeholder engagement, collaboration, and true customer understanding.17:30 – 19:51 | Reading the Right Leading IndicatorsEarly signals of success: relationships, collaboration, and customer depth.19:52 – 22:42 | Why In-Person Still WinsThe trust dividend of face-to-face meetings in an AI-driven world.22:42 – 24:01 | Doing the Hard, Inconvenient WorkThe mindset of elite performers — doing what most avoid.24:01 – 25:38 | The Power of RestraintKnowing when to slow down and rebuild strength before pushing forward.25:38 – 27:38 | Owning the PipelineWhy top performers source their own deals and lead by initiative.27:38 – 29:06 | AI’s Role: Automate the Transactional, Humanize the StrategicEQ, trust, and relationships will define the winners in high-value sales.29:06 – End | Growth, Fulfillment & What’s Next for TanvirA look at Tanvir’s upcoming book and where to connect for more insights.

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 on ever-growing headcount—are breaking down, and how AI, automation, and smarter processes can drive predictable growth with leaner teams. Frank also highlights the market realities shaping sales today: talent shortages, buyer saturation, and the rise of AI-to-AI communication.You’ll learn:Why sales software needs to evolve away from “big-team” assumptionsHow to increase productivity per rep using AI and automationWhy outbound channels like cold email and cold calls are declining—and what’s nextThe future role of AI SDRs, and when they do and don’t make senseWhat leaner, AI-augmented revenue teams of the future will look like00:00 - 02:00 Introduction of the episode, guest Frank Sondors, and the topic—outbound sales and pipeline efficiency02:00 - 04:00 Frank’s background: Google, SaaS, founding SalesForge, and rapid $0–$3M growth in 22 months04:00 - 07:00 Inefficiencies in traditional sales models: reliance on headcount and dissatisfaction with old approaches07:00 - 10:00 Building software ecosystems that reduce reliance on large teams; addressing deadwood in sales10:00 - 13:00 Attrition challenges and the high cost of acquiring top sales talent13:00 - 16:00 Increasing individual productivity with automation, AI, and smarter processes16:00 - 19:00 Market saturation: overwhelmed buyers, AI filtering, and the rise of AI-to-AI communication19:00 - 22:00 Adapting continuously: testing channels like direct mail, offline events, and content sharing22:00 - 25:00 Decline of cold calls/emails; need for experimentation and integrated touchpoints25:00 - 28:00 Leveraging automation platforms and integrating humans with AI28:00 - 31:00 Follow-up automation strategies and handling high meeting volumes31:00 - 34:00 Future of AI agents in sales; when AI SDRs make sense34:00 - 37:00 Criteria for AI SDR adoption: large account pools, mid-market deals, shorter cycles37:00 - 40:00 Pitfalls of over-relying on AI without product-market fit; need for iteration40:00 - 43:00 Testing AI solutions effectively: 3-month cycles and embracing failure43:00 - 45:00 Future team structures: lean, technical GTM engineers and RevOps specialists45:00 - 47:00 Augmentation, not replacement: humans + AI for better margins and efficiency47:00 - 48:00 Closing remarks: salesforge.ai, upcoming events, and advice to adopt AI and automation

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 (today vs. hype), why many SaaS unicorns face hard choices, and how to sequence change so it sticks.You’ll learnWhy the 2021–2025 shift demands efficient growth and pre-IPO profitabilityHow to implement process fixes that compound (e.g., closing next steps to stop ghosting)The role of a data model (e.g., bowtie) to track stage conversions and diagnose gapsWhere AI helps now: coaching, call insights, early forecasting—and where it’s headedWhy the frozen middle (50–100% to target) is the highest-ROI cohort for upskilling00:00 — Intro & Context: From growth-at-all-costs to efficient GTM01:03 — Market Reset: Cost discipline, profitability before IPO, and the Docusign watershed03:07 — Unicorn Math: 1,200 private SaaS unicorns vs. ~346 public—what happens next06:46 — AI & Deflationary Pressure: How disruption reshapes SaaS buying08:26 — The Framework: Productivity via Processes, Tools, Skills09:37 — Process Wins: Small changes with compound effect (close, summary, next steps)14:21 — Measure What Matters: Data models (bowtie), stage conversion, trend tracking17:14 — ICP is a Moving Target: Why benchmarks must evolve with the market20:00 — Tools & AI: Coaching, call analysis, forecasting; the self-serve frontier23:10 — Team of the Future: Fewer heads, deeper skills; the SDR role transforms28:37 — Upskilling Strategy: Focus on the middle performers; will vs. skill29:28 — Wrap & Connect: Reach Roee on LinkedIn for models/resources

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 holds for enablement teams.In this episode, Matt sits down with Sai Guduguntla, co-founder & CEO at Hyperbound, an AI platform that lets enterprise sales teams practise real conversations through intelligent voice roleplay and coaching. Sai shares the founder journey from YC acceptance to a hard pivot, why “inbox-only selling” is fading, and how reinforcement—not one-off training—wins.You’ll learn:The research sprint behind Hyperbound: 25k LinkedIn messages, 10k cold emails, 2k user interviewsWhy Hyperbound pivoted from AI SDR to AI coaching—and why realism is everythingHow to de-risk AI in GTM (start with the problem, not the tool)The enablement reboot: reinforcement, measurement, and coordination at scaleWhy top reps adopt practice tools fastest—and how laggards get found outTech notes: going from 15s latency to ~800ms; voice first, avatars later00:00 — Intro: Welcome & guest setup (Sai, CEO & co-founder, Hyperbound)01:20 — Founder Journey: Engineer → Salesforce → 20-month build; YC entry; 17+ ideas07:00 — The Pivot: CROs react to AI roleplay; moving from AI SDR to enablement10:30 — Viral Traction: Launch (22 Jan 2024), influencer wave, fully inbound growth13:00 — YC & Conviction: Why YC backed the team over any single idea14:30 — AI in GTM: Signal orchestration, account research, AI coaching at scale17:00 — De-risking AI: Start with the business problem, not the shiny tool20:00 — Change Management: Why enterprise; accelerating rollouts with AI22:00 — Sellers & Tech: Curiosity vs ROI; looking beyond “more pipeline”25:00 — Practice Works: A-players use it most; turning Cs into As with reinforcement28:00 — Enablement 2.0: From events to ongoing reinforcement & measurement31:00 — Mediums & UX: Voice AI today; avatars/AR/VR when realism arrives33:30 — Latency Leap: 15s → ~0.8s responses; what the next year could bring36:00 — Closer: Are great sellers made or born? (Made.)

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 journey from pre-sales to sales leadership, highlighting his passion for customer interaction and continuous learning, especially in banking.Overview of SBS and Market Context (1:20 - 2:40)SBS provides core banking and digital banking solutions across Europe and North America, focusing on retail banking and specialized finance.Building Resilient & Productive Teams (2:40 - 4:50)Raouf emphasizes the fundamentals of hiring, onboarding, and engagement—adapting these processes for today’s talent market and technological environment.Evolving Recruitment & Onboarding (4:50 - 8:20)Shift from traditional hiring and onboarding to digital tools, e-learning, and leveraging internal referrals to attract motivated talent; importance of meeting with product teams and creating a sense of safety.Motivating Salespeople Beyond Money (8:20 - 10:50)Focus on learning, joy, and career growth, including aspirational paths to leadership, to retain top talent and foster engagement.Fostering Team Solidarity & Collaboration (10:50 - 14:00)Encourages creating spaces for sales teams to share experiences, work together on win-loss analyses without managers, and build peer leadership.Leadership During Tough Moments (14:00 - 16:20)Leaders should actively support and reassure their teams during challenging times through one-on-one conversations and human connection.Impact of AI & Digital Transformation (16:20 - 23:00)Raouf discusses AI's transformative potential across marketing, sales, and customer insights—speeding up processes, reducing time-to-market, and enabling smarter decision-making. Emphasizes the importance of change management and human-AI balance.Human Element & Balance (23:00 - 24:30)Despite technological advances, Ralph underscores the need to prioritize human connection, interaction, and wellbeing in the workplace.Closing & Contact (24:30 - End)Raouf invites listeners to connect via LinkedIn, emphasizing ongoing learning and adaptation in sales.

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 significance of foundational practices like OKRs, effective hiring based on humility, hunger, and smartness (EQ), and the critical role of leadership in developing high-performing teams. Jamie also discusses overcoming resistance to new technologies, the importance of time management for leaders, and the value of continuous learning. He advocates for leaders to lead by example, prioritize coaching, and build a culture of self-awareness and humility to drive sustainable growthIntroduction & Guest Background (0:00 - 0:09)Jamie Lee discusses his extensive sales and GTM leadership experience, including roles at Zesty and multiple CRO positions.Market Trends & Challenges (1:00 - 1:13)Insights on current market transformation, especially amid rapid AI growth and shifting team strategies.What Reps Seek in Roles (3:52 - 4:04)Coaching, trust, and clear communication are top priorities for high-performing salespeople.Embracing New Technologies & Growth Mindset (4:12 - 5:30)The importance of leaders modeling learning, supporting development, and fostering a growth mindset.Handling Resistance to AI & Change (6:07 - 8:06)Strategies for coaching team members hesitant to adopt new tools, emphasizing understanding motivations and fixed vs. growth mindsets.Leadership & Coaching Time Management (12:47 - 15:18)Overcoming excuses for lack of coaching; leaders should dedicate time to develop their teams and focus on hiring for humility, hunger, and EQ.Setting Effective Goals & OKRs (16:00 - 18:01)Using OKRs to align team efforts, focusing on inputs and actions that drive outcomes, and involving teams in goal-setting.Hiring with the Right Traits (21:36 - 25:54)Assessing candidates for humility, hunger, and smartness (EQ); practical interview questions and evaluation techniques.Building a Culture of Continuous Improvement (28:45 - 29:23)Jamie encourages ongoing learning, coaching, and community support to elevate the sales profession.

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 boulders, and maintaining transparency with dashboards that track progress.Daniel highlights the significance of clear goal-setting using OKRs, establishing strategic boulders, and maintaining transparency with dashboards that track progress.He discusses how to unify teams in a private equity environment by leveraging data, incentives, and a matrix organisational model that balances delivery and growth initiatives. Building a strong talent foundation and fostering a culture of continuous communication are also key themes.He stresses that the integration of AI into the go-to-market strategy, advocating for a people-centric approach to AI adoption, involving training teams to use AI tools effectively, and focusing on content creation and business insights. He advises managing team fears around AI by demonstrating its value and embedding it into daily workflows.Finally, Daniel underscores the importance of aligning with the board through consistent OKR reporting, presenting clear narratives, and setting strategic priorities to ensure sustained growth.0:00 - 1:14 Introduction & Guest Overview 1:14 - 6:17 First 100 Days Focus6:17 - 12:13 Building a Unified GTM & Talent 12:13 - 14:00 OKRs & Board Communication 7:12 - 10:17 Private Equity Context & Acquisition Journey 15:22 - 17:50 Team Structure & Collaboration25:12 - 29:01 AI Strategy & Modern GTM29:01 - 33:34 Managing AI Adoption & Team Fears

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 cybersecurity and always puts people at the centre of transformation.In this episode, Rachel explains how to bring teams with you when changing strategy, go to market or ways of working. She shares honest stories about what works and what fails and why process alone is never enough. You will learn why most teams resist change, how to unlock informal leaders and why trust is your most important asset in a transformation. Rachel reveals her approach for building buy in, using FOMO to drive new habits and setting a vision that stretches people but keeps them united. The conversation covers compensation mistakes, keeping teams productive through uncertainty and what to do when your first attempt does not land. There is advice for new CROs taking over in times of upheaval and guidance on setting a bold vision without losing clarity.00:00:00 Welcome and Rachel’s journey from Cisco to Level Access00:02:10 Lessons learned leading change at Adobe and cybersecurity firms00:05:30 How to win hearts and minds before rolling out new ways of working00:09:15 The role of informal leaders and McKinsey research on successful transformations00:13:00 Building trust by owning mistakes and fixing compensation models00:17:30 Creating regular listening forums and why small cohorts beat big town halls00:21:00 Setting vision as an ongoing process and making sure it passes the 30-second test00:25:10 Helping high performers rise to a challenge while supporting those who struggle00:28:30 Advice for new CROs on balancing board demands and team needs00:31:50 Navigating constant change in growth companies and timing transformation work00:36:00 Final tips for resilient leadership and keeping teams together during turbulence

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 opportunities.You’ll also learn how letting go of non-core use cases helped PandaDoc solidify its category dominance in sales and rev ops.This is a masterclass in sustainable scale, ownership culture, and resilient team building.00:00:18 – Introduction: Keith Rabkin, CRO at PandaDoc, on Scaling High-Growth SaaS Teams00:01:37 – PandaDoc’s Strategic Shift: From Sales Proposals to E-Signatures 00:02:25 – Sustainable Growth: How PandaDoc Quadrupled Average Selling Price (ASP)00:03:30 – The Power of Focus: Prioritising High-Impact Deals Over "Ankle Biters"00:04:40 – Mastering the ICP: Why Sales & RevOps Became PandaDoc’s Core Strength00:05:42 – Building Resilient Teams: Keith's Approach to Tenacity, Ownership and Learning00:07:48 – Leveraging Personal Resilience at Work: Connecting Life Experiences to Professional Growth00:09:25 – The OWL Framework Explained: Empowering Sellers with Ownership, Wisdom, and Learning00:11:47 – Cascading Ownership Culture: The Crucial Role of Frontline Leadership00:13:01 – Flat Team Structures: Lessons from Google on Optimising Leadership Spans00:14:34 – Strategic Talent Acquisition: Why Keith Personally Sources Talent on LinkedIn00:16:00 – Contrarian Hiring: Seeking Candidates with Resilience and a "Chip on Their Shoulder"00:17:44 – Inside Keith’s LinkedIn Strategy: Personalised Outreach for Top Talent00:20:26 – The CRO's Role: Balancing Detail Orientation with Strategic Leadership (T-Shaped Model)00:22:51 – Empowering vs. Micro-Managing: Navigating Leadership Dynamics with Frontline Managers00:24:35 – Leading Through Change: Key Lessons from PandaDoc’s Transformation Journey00:26:43 – Effective Learning in Sales Enablement: Customising Training to Individual Motivations00:28:50 – Final Thoughts: Driving Team Success Through Ownership, Repetition and Transparency

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 and collaborative leadership. In this episode, host Matt Milligan sits down with Keenan to discuss how effective sales leaders diagnose and remove bottlenecks within their organisations. Keenan reveals why prioritisation, visibility, and cross-functional collaboration are critical to breaking down barriers and accelerating team performance. He also delves into one of the most pressing topics in enablement today: proving the ROI of your team's efforts. Listeners will learn actionable methods to measure and communicate the true impact of sales enablement programs, ensuring alignment, buy in, and sustained investment from leadership.00:00 – Introduction & Theme00:01:15 – Keenan’s Background & Journey into Sales00:05:30 – Why CROs May Not Make the Best Authors00:08:45 – Identifying & Removing Sales Bottlenecks00:12:00 – Prioritising Cross-Functional Collaboration00:15:20 – Creating Visibility & Transparency in Sales00:18:10 – The Role of Enablement in Modern Sales Orgs00:21:30 – Proving the Value of Sales Enablement00:24:15 – The Future of Enablement & Skill Development00:26:00 – Closing Thoughts & Contact

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 sales cycles, and enablement blind spots. Known for building resilient GTM functions and high impact sales cultures, James brings a candid, pragmatic perspective to leadership during turbulent times.In this episode, host Matt Milligan and James discuss what it really takes to lead a sales team when your product is behind the curve. From introducing a “hero model” for performance to balancing budget between enablement and engineering, James offers tactical insights on coaching, morale, compensation, and retaining top talent when the odds are stacked against you. You’ll hear how fragmented development efforts can quietly erode renewal rates and how sales leaders can reframe the conversation internally to secure long term wins.00:00 – Introduction & Relocating Back from the U.S.00:03:15 – Leading When Product Isn’t Ready00:06:00 – Why Customers Pause: The Real Churn Drivers00:08:00 – Facing the Hard Truth: Falling Behind Competitors00:10:30 – The “Hero Model” Approach to GTM Talent00:12:30 – Rebuilding Morale with Comp Structure & Focus00:15:45 – How Enablement Gaps Undermine Performance00:18:20 – Budget Prioritization: Product vs. People00:21:00 – Advice for Vendors Navigating Budget Pushback00:24:15 – Final Thoughts & Partnership Opportunities

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 today’s challenging market. In this episode, Edmund tackles this challenge head on, sharing 7 actionable strategies to accelerate sales rep ramp time and build a more resilient, high-performing sales team. He outlines how streamlining processes by 30% can shrink onboarding time by an equal 30% (and even cut failure rates by 50%) , and explains how focusing your existing talent on the right opportunities can drive 30 to 40% more sales with the same headcount . Edmund also offers a fresh perspective on targets, suggesting that giving top reps smaller quotas can sometimes yield better results than chasing ever increasing numbers, an approach aimed at sustaining team morale and success in tough times. Listeners will come away with a practical framework to maximize their sales team’s performance and morale, all while efficiently navigating the current economic headwinds.00:00:00 Introduction – Meet Edmund Frey (ex-Spryker CRO) and overview of the episode’s theme.00:03:15 Career Journey – From Adobe and SAP to scaling Spryker’s global sales organization.00:07:30 Resilience & Productivity – Why modern B2B sales teams must do more with less.00:10:45 Ramp Time as a Priority – Measuring ramp-up and accelerating new rep onboarding.00:15:00 7 Principles for Efficient Ramp – Edmund’s framework for rapid sales team ramp-up.00:18:20 Hiring Profile – Hiring reps with the right capabilities for your market.00:20:10 Steady Onboarding – Avoiding the pitfalls of over-hiring and training overload.00:22:00 Focusing Resources – Deploying your best reps on high-value deals and opportunities.00:24:15 Smart Quota Setting – Setting fair, motivating targets from the start.00:26:05 Communicating OKRs – Translating big objectives without overwhelming the team.00:28:00 Twin Ramping – Pairing new hires with veteran mentors to speed up learning.00:30:00 Process Improvement – Streamlining workflows to cut ramp time and errors.00:33:00 Managing Change – Guiding veteran AEs when quotas suddenly increase (e.g. $2M to $5M).00:36:00 Sales & Marketing Alignment – Holding marketing accountable to shared revenue goals.00:38:00 “First 90 Days” – Edmund’s recommended onboarding playbook for new sales leaders.00:40:00 Conclusion – Key takeaways and final advice for revenue leaders.

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 fostering a coaching culture makes his insights highly relevant to CROs and sales leaders focused on team performance and growth.In this value-packed episode, host Matt Milligan and Bas explore how to scale a revenue organization after dozens of acquisitions, emphasizing why each integration requires a unique playbook. Bas shares how blending an entrepreneurial culture with structured processes helped maintain performance across diverse markets. You’ll learn how he implements cross-country knowledge exchange and a “coaching framework” to break down silos and drive consistent sales excellence. Bas also offers contrarian insights on motivating sales teams beyond just money and even using acquisitions as opportunities to identify truly resilient, adaptable talent. From leadership mindset shifts to hands-on integration strategies, this conversation provides a roadmap for sales leadership in building high-performing, future-proof teams.00:00 – Introduction & Theme00:01:15 – Bas Seelen’s Background & Adtech Journey00:02:45 – Growth via 65 Acquisitions00:03:30 – Integration Challenges & Lessons Learned00:08:30 – Multi-Channel Sales Strategy & Regional Differences00:11:30 – Introducing New Products & Coaching Teams00:13:00 – Incentives and Identifying Resilient Talent00:17:00 – Fostering a Global Sales Culture & Accountability00:20:00 – Embracing AI and Continuous Learning00:21:30 – Closing Thoughts & Contact

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 commercial strategies that bridge scientific excellence with tangible market impact.In this episode, host Matt Milligan and Paul dive into building scalable commercial strategies for today’s ever-evolving pharma landscape. They explore how digital innovations, cost optimisation, and behavioral insights can fuel success amid industry shifts. Paul shares his firsthand experiences in overcoming market cycles, merging operational efficiency with strategic growth investments, and aligning commercial strategy with real-time market data. His clear vision and hands-on approach position him as a transformative leader in both commercial strategy and pharma sales.00:00 – Introduction & Theme00:01:10 – Paul Archer’s Background & Early Career Insights00:02:30 – Evolving Commercial Strategy in Pharma00:03:15 – Transforming Client Engagement and Market Cycles00:04:00 – Leveraging Digital Innovation & AI in Pharma Marketing00:05:00 – Integrating Cost-Cutting with Growth Strategies00:06:15 – Building Resilient Commercial Teams through Data-Driven Coaching00:07:00 – Aligning Sales Strategy with Real-Time Market Data00:08:15 – Managing Change for Enhanced Productivity00:09:00 – Final Thoughts & Contact

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 revenue organisations.In this episode, host Matt Milligan and David discuss building resilient, productive sales teams for 2025 by harnessing systematic revenue management, data-driven hiring, and continuous coaching. David’s unique career path and deep commitment to talent development cement his reputation as a leading authority on scaling revenue and transforming sales organisations.00:00 – Introduction & Theme00:01:10 – David Wyatt’s Background00:02:30 – Early Career Lessons from an Electrician00:03:15 – Transitioning to Tech & Sales Leadership00:04:00 – Learning from Industry Pioneers at MuleSoft & Databricks00:05:00 – Scaling Sales Teams: Data-Driven Hiring & Performance00:06:15 – Building a Culture of Continuous Coaching00:07:00 – Strategic Revenue Management for Growth00:08:15 – Aligning Talent with Market Opportunities00:09:00 – Embracing Innovation: From Operator to Investor00:10:00 – Final Thoughts & Contact

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 – Introduction & Theme00:01:15 – Andrew Boos’ Background00:02:45 – The Role of Mentors00:06:00 – From Founder to Advisor.00:07:30 – Building a “Revenue Factory”00:08:30 – Systematic Sales Leadership & RevOps00:10:18 – Rethinking Performance Management00:11:30 – Setting Pipeline Goals00:13:00 – Data-Driven Coaching00:14:35 – Driving Team Adoption00:18:00 – Accountability and Transparency00:19:30 – The Power of a Systematic Approach00:22:19 – Leveraging AI in Sales00:24:00 – Augmenting Reps vs. Replacing00:25:30 – Future of Sales Teams00:26:22 – Closing Thoughts & Contact

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 customers but about capturing a fair portion of the value your product creates. James unpacks the challenges of transitioning to usage-based models, explores the balance between predictability and scalability, and explains why companies should review pricing strategies every two to four years to stay ahead of market shifts.With insights from his newly released book Capturing Value, James delivers practical frameworks for aligning pricing with customer perception and long-term goals. Whether you’re a SaaS founder or a revenue leader, this episode is packed with actionable insights to refine your monetisation strategy.

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 technology.Martin dives into the impact of AI on sales, the challenge of selling in an era where buyers are more informed than ever, and why customer success is now just as critical as new business growth. He also shares his views on navigating market volatility, building high-performance teams, and the delicate balance between leadership accountability and empathy.From strategic vision to hands-on execution, Martin’s insights offer a masterclass in modern revenue leadership. Tune in to learn how the CRO role is shifting and what it takes to thrive in this new era of B2B sales.

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 complexities of modern revenue leadership, highlighting the importance of adaptability, data-driven insights, and customer-centric strategies in a rapidly changing market. He reflects on the role of discipline in both sales and endurance sports, connecting the principles of consistency and goal-setting across both worlds.Gain a front-row seat to Dominic’s approach to navigating change, empowering teams, and sustaining long-term growth in the face of ever-evolving challenges.