The Insiders

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

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 manufacturing to software "Know what you do well and find others to do the things that you don't do well. Or to help you to grow capabilities that may become core to you in the future." - Paul Stevens 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

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 Installing a selling culture in project focused organisations “Marketing becoming more digital is a great development - topics like ROI, and the value of MQLs, it's becoming actually possible to measure all this, which wasn't possible 10 years ago.” - Antti Nykänen 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

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 market dynamics The role of data and analytics “Data-led marketing is like a flywheel. It's really difficult to get going, and get that momentum – it's hard! But once that thing starts spinning, you get results and it moves at a faster pace. So look at the data – the data's telling you something.” – Paul Gowans This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.co.uk. Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

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 customers jobs, pains and gains. Make sure that your solution is addressing those, and not just turning up and talking about….stuff.” – Richard Jeffers. Richard shares his experience – plus actionable insights – alongside host Richard Lane, Co-Founder and CCO of revenue acceleration agency, durhamlane.Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

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 marketing and sales efforts How to harness MarTech for maximum impact Steering clear of common lead gen pitfalls “Empower teams to use technology as an enabler - and achieve the goals by keeping the customer experience at the forefront.” - Karen Kulinski Karen shares her experience – plus actionable takeaways – with host Richard Lane, Co-Founder and Chief Commercial Officer of revenue acceleration agency, durhamlane. Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

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, the importance of collaboration across and within businesses, and how to scale your renewal rates by focusing on your product/service."We make sure that we're maximising the the size of the opportunity and getting the customer what they need early on in the process."

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 mindset, and how tracking the right metrics and intergration of commercial functions can benefit business.

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 environmentThe effectiveness of dialogue in storytellingHow to practice storytelling to enable a shift in your selling journeyHow to implement constructive embarrassment productively

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 salesWhat mistakes people commonly make when prospecting into C-levelThe art of executive whisperingHow to create the right environment and culture to achieve high performance selling

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 as VP of Sales EMEA at Allego. He is passionate about coaching and developing others, particularly those just starting their career.In this episode Richard also discusses:How to create the right blend of touch points to reach prospects successfullyThe importance of setting salespeople up for success during the onboarding processThe impact of regular and effective sales coaching

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 marketplaceThe importance of establishing multiple engagement points with target accountsWhy 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' attitudeUpskilling your salespeople for maximum successWhy losses are just as important as wins and how to come back strongerWhy it's crucial not to overwhelm your buyers, or your sellersListen now.

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 diversityThe flexibility of leadership in the digital ageA key issue with Sales and Marketing alignment...and more!

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 sellingMaximising your consultancy approach by offering customers 'tailor-made solutions'The power of collaborating with external providersHow to drive revenue growth quickly

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 storytellerThe skills marketers need to add business valueHow measuring the impact of marketing can drive alignment and growth"Marketers need to be flexible, adaptable, and think more strategically, alongside being able to use insight and analysis to inform your conversations both internally and externally."

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 key to a great sales and marketing partnershipWhy asking the right questions will inevitably lead to innovation and growthThe importance of coaching employees to be inquisitive about fields outside of their area of expertise

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 marketingWhy 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 energyThe benefits of applying the 'Red to Blue Mindset' modelWhy sales and marketing collaboration d12rives meaningful change

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 activationHow marketing's role doesn't stop at generating interest and awarenessWhy setting clear objectives is critical to running successful demand generation campaigns

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 profileThe importance of sharing authentic content with your networkSimplifying technology to maximise sales efficiency

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 keep it simpleThe psychology of sales: how 'value' is different to different peopleCustomer satisfaction and how it relates to the changing world of salesThe value diversity brings by attracting the right talent

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 information givers, but the sense-makersHow showing you care will make you stand out to buyersThe importance of networking and building a brand: visibility = opportunityAn expert in his field, Graham is a keynote speaker in the world of digital and data-led selling. He is also the Founder & CEO of SalesTribe, a business dedicated to improving sales capability and providing salespeople with new career opportunities.

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 customerLeveraging multichannel approaches to achieve sales excellenceMoving from a responsive to a prescriptive approach avoiding information overload

On the latest episode of The Insiders podcast, hosts Richard Lane and Simon Hazeldine are joined by Ivy Petit (Global Marketing Director at Veolia Water Technologies) to discuss the importance of channelling the customer's voice through aligned Sales and Marketing. Ivy also provides insight into... Developing a value proposition canvas and customer-focused marketing narrativeThe different challenges experienced by customers in different countriesUsing workshops, frameworks and toolkits to bring Marketing and Sales together

On the latest episode of The Insiders podcast, hosts Richard Lane and Simon Hazeldine are joined by Ricky Sevta (Chief Revenue Officer at simPRO) to discuss the importance of maintaining a startup mentality as your business grows.

On the latest episode of The Insiders podcast, Peter Schopf (Head of Sales MindSphere for EMEA at Siemens Digital Industries Software) joins hosts Simon Hazeldine and Richard Lane to explore the importance of understanding customer journeys in telecommunications and IoT Sales.

On the latest episode of The Insiders podcast, Ryan Bott (Global Vice President of Revenue at Sodexo) joins hosts Simon Hazeldine and Richard Lane to explore the importance of curating a positive perception of the company, salesperson and the product amongst customers. Ryan also discusses:How to use Three Ps to grow your business - Pipeline, Productivity and ProductThe shifts in consumer behaviour and what the future of Sales will look like as we experience the further digitalisation and virtualisation of sellingHow vital it is to ask the customers what they want

On the latest episode of The Insiders podcast, James Webb (VP Central Europe and EU Marketing at Fellowes Brands) joins hosts Simon Hazeldine and Richard Lane to discuss the evolution of salespeople into Sales-Marketing hybrids and his expertise from his joint sales-marketing role:How transactional and consultative selling can be tailored to the needs of the customerHow the ethos at Fellowes has led to sales and marketing teams working in harmony for the benefit of the customerHow focusing outcomes can allow for the setting of realistic goals without preventing the freedom to innovate

In the first episode of The Insiders Podcast, Emma Botfield, Managing Director UK & Ireland at RS Components, joins hosts Simon Hazeldine and Richard Lane to discuss her insights into the world of 'Mar-Sales' - her term for the marriage between Marketing and Sales - Emma likens the two to a competing pair of in-laws, who if managed correctly, can be a powerful force. Emma also provides insight into... The changes in 'Mar-Sales' brought about by the pandemicLooking for long-term partnerships rather than short contract winsThe importance of perceiving 'Mar-Sales' as a career and her intentions to ensure that the industry becomes a desirable destination for women and people from different ethnicities, cultures and backgrounds.