What does it take to truly transform a sales organization, moving beyond numbers and quotas to ignite real, sustainable growth? In this episode of Predictable B2B Success, host Vinay Koshy sits down with renowned sales leader and organizational team builder Richard Cogswell, whose expertise spans international brands like Barclays and Wex, to unravel the hidden drivers behind mission-led sales cultures.

Drawing from his own journey—being “thrust” into sales leadership with little training—Richard Cogswell shares candid lessons and practical frameworks for building cultures that don’t just look good on the wall, but fundamentally shape behaviors and drive results. Discover why “culture on its own is not the answer,” how aligning vision and daily action can protect against the dreaded boom-and-bust revenue cycles, and why authentic leadership is a learnable, humble pursuit rather than an inherited trait.

Whether you’re an executive wrestling with rapid scaling, a new sales leader facing the trenches, or simply passionate about bringing authenticity and ambition into your teams, this conversation is packed with actionable insights and powerful stories that will challenge the way you think about growth. Tune in and get ready to rethink what makes a winning sales culture.

Some topics we explore in this episode include:

• Mission-Led Sales Culture – Why aligning sales teams to purpose and mission builds sustainable revenue.
• Connecting Culture to Everyday Behaviors – Challenges with turning vision and values into daily action.
• Authentic, Lived Culture – The importance of genuinely living company values, not just documenting them.
• Behavioral Drivers of Results – How defining and reinforcing key behaviors impacts culture and outcomes.
• Real-World Examples – Stories of companies using simple language and behavioral focus to drive growth.
• Leadership Development – Nurturing leaders, succession planning, and growing talent within teams.
• Escaping Crisis-Driven Management – Moving from firefighting to strategic focus using data and reflection.
• Cross-Functional Alignment – Bridging sales with other teams for unified mission execution.
• Personal Branding and Fit – Balancing individual motivations with the company’s goals.
• Go-to-Market Strategy – Building actionable plans by defining value propositions and focusing efforts.
• And much, much more...