True Conversations: AI, Attribution & ICP: The Future of B2B Marketing (Episode 4)

True Conversations: Why Most Sales Reps Miss Target and What Top Performers Do Different (Episode 7)

In this episode of the True Conversations Podcast, Tom Happé sits down with sales leader and social selling pioneer Ian Moyse to unpack what modern B2B sales really looks like in today’s AI-driven world. With decades of experience scaling startups, leading sales teams, and driving growth across the tech industry, Ian shares practical insights on everything from pipeline generation and qualification to social selling, coaching SDRs, and standing out in an increasingly noisy market. The conversation dives into: * Why social selling is often misunderstood * The biggest mistakes sales reps make on LinkedIn * How AI is changing prospecting and buyer behaviour * The importance of qualification and asking better questions * Why most sales teams struggle to hit target * How to build authentic relationships that actually convert * The difference between selling for startups vs enterprise brands * Actionable advice for SDRs and BDRs looking to succeed in modern sales Packed with real-world stories, tactical advice, and honest insights from years in the trenches, this episode is a must-listen for anyone in B2B sales, leadership, SaaS, or revenue growth.

True Conversations: Stop Buying Tools: Fix Your Sales Fundamentals First (Episode 6)

In this episode, Tom Happé interviews James Donaldson, co-founder of Stacky, to explore a major sales team blunder: relying on tools rather than mastering the basics. They delve into why more technology doesn’t guarantee better results, the silent killers of pipeline stemming from poor CRM setup and inadequate follow-up, and the unique practices of high-performing SDR teams. James shares practical insights from building and scaling outbound teams, including strategies to double meeting output without hiring additional reps. Key takeaways include: - Understanding the mismeasurement of sales team performance. - The fundamentals of effective cold calling and outbound strategies. - Structuring SDR incentives for sustained pipeline growth. - Optimising AI usage without overwhelming your team. - Deciding when to outsource versus building an SDR function in-house. - Identifying essential tools for sales teams (hint: fewer than you think). This episode is for sales leaders, SDR managers, and founders aiming to build predictable pipeline amidst the tech and AI hype. It helps cut through the noise and focus on what truly drives results.

True Conversations: The Reality of Modern Business Development (Episode 5)

In this episode of True Conversations, technology sales veteran Steve Branney joins Tom Happé. With over 35 years of experience across major enterprises and startups, Steve offers valuable insights into the evolution of business development. They delve into how business development has transformed from cold calling and directories to AI, LinkedIn intelligence and digital prospecting. Steve shares practical advice on building meaningful relationships, expanding beyond traditional IT contacts and why top salespeople prioritise understanding business objectives over pushing products. The conversation explores the tension between short-term targets and long-term relationships, the growing importance of personal connection in a world of automation and why sales professionals must become educators and trusted advisors. Steve also covers: Strategies for using LinkedIn effectively in enterprise sales The benefits of cultivating broad relationships within accounts to reduce risk Finding the right balance between AI tools and genuine human interaction The resurgence of face-to-face meetings Building pipeline when entering a new market Whether you’re new to sales or a seasoned professional, this episode provides honest, experience-driven insights into what truly works in modern business development.

True Conversations: AI, Attribution & ICP: The Future of B2B Marketing (Episode 4)

In this episode of True Conversations, Tom Happé sits down with Kirsty Dawe, CMO at Lead Forensics, to discuss the evolution of modern B2B marketing and the importance of focusing on revenue rather than vanity metrics. Drawing from her extensive experience in agency and client-side marketing, Kirsty provides valuable insights. She explains how marketers can better align with sales, develop a robust Ideal Customer Profile (ICP) and effectively track the true impact of marketing within the increasingly complex buyer journey. The conversation covers various topics including attribution models, the role of AI in marketing, intent data, social selling and the significance of accurately identifying website visitors. This episode is packed with practical insights for B2B marketers, SaaS professionals, demand generation specialists and sales teams. It offers actionable strategies to drive pipeline and revenue in today’s competitive market. Key takeaways from the episode include: - The importance of prioritising revenue in B2B marketing. - The significance of defining and refining your Ideal Customer Profile (ICP). - How website visitor identification can uncover hidden opportunities. - The challenges posed by marketing attribution in intricate buyer journeys. - The transformative impact of AI on demand generation and outreach. - The critical need for sales and marketing alignment. - The role of social selling and LinkedIn in modern B2B sales. Kirsty also shares her forward-thinking perspective on the future of B2B marketing, the potential of AI to reshape marketing teams and her strategies for generating pipeline and revenue within a 90-day timeframe.

True Conversations: How CMOs Drive Business Growth Marketing (Episode 3)

In this episode, Tom sits down with Simon MacMahon, CMO at Bollé Products & Signet, to explore how modern CMOs fuel business growth and scale marketing within B2B companies. Simon recounts his journey from graphic designer to Chief Marketing Officer, illustrating how marketing becomes the growth engine for successful businesses. They delve into key topics such as: - Scaling marketing beyond sales capabilities. - Determining when a company should hire a CMO. - The significance of aligning marketing and sales efforts. - The importance of understanding the customer journey. - How thought leadership establishes brand authority. - The actual impact of AI in contemporary marketing. - Balancing measurable ROI with intangible brand value. Si also provides a detailed breakdown of his 90-day plan upon joining a new company, including strategies for identifying quick wins refining positioning and building a marketing engine for sustained growth. This episode offers practical insights for founders marketers and sales leaders alike, empowering them to transform marketing into a genuine revenue driver.