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Higgle: The B2B Sales Club

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by Mike Lander

5.0(21 reviews)

144 episodes

Updated Daily

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Podcast Overview

This is Higgle: The B2B Sales Club Podcast, where we bring you actionable insights about sales RFPs, Sales Negotiations and difficult Procurement discussions. It's all about helping you win more deals, and hitting your sales quota. We talk to sales leaders, brand leaders and procurement leaders about lessons learnt on their journey to win more sales deals and get better negotiated outcomes. The podcast is hosted by Mike Lander, an ex procurement director and entrepreneur, talking to guests about their experiences - the good, the bad and the ugly. Please subscribe to get updates when new episodes are released.

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Recent Episodes

July 27, 2026

Why the Best Agencies Won't Be Replaced by AI...They'll Be Rebuilt Around It with Simon Billington, Part 2

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Are agencies about to be redefined not by what they make, but by how they think? In this second part of my conversation with Simon Billington, Global Executive Creative Director at Team Lewis, we get straight into the shifting foundations of agencies in an AI-driven world. Simon challenges the idea that deep domain expertise is still the ultimate advantage. Instead, he argues that the real differentiator is broad emotional intelligence: the ability to read a room, sense cultural shifts, and connect ideas across disciplines. We explore how AI is changing the constraints that once justified agencies' existence and why the lines between consultancy and agency are blurring faster than ever. Later, we question whether AI will unbundle traditional roles and reshape how work gets done. Simon paints a picture of agencies defined not by outputs, but by their creative processes and emotional fluency. We talk about craft, taste, apprenticeships, data, and the risk of losing junior talent before examining why human connection may become the most valuable currency of all. It's a provocative look at what agencies must become if they want to thrive in the next era. Topics covered during this episode include: <ul> <li>How emotional intelligence may be more important than intellectual knowledge going forward.</li> <li>The risks of relying on siloed niche specialists without external perspective.</li> <li>How blurred marketing disciplines demand interoperable thinking across systems.</li> <li>The historical constraints that originally justified the existence of agencies.</li> <li>How AI begins shifting expertise and capacity constraints dramatically.</li> <li>The impact of emerging global AI legislation on regulated industries.</li> <li>Why consultants provide accountability and external validation for bold decisions.</li> <li>The argument that deep domain mastery becomes less essential than connectivity.</li> <li>The distinction between deep knowledge and understanding interconnected systems.</li> <li>Why EQ represents the poetry and currency of the future economy, not IQ.</li> <li>How agencies may be defined by process rather than output.</li> <li>The potential decline of traditional entry-level agency roles.</li> <li>Why apprenticeship-style creative development remains critically important.</li> <li>The balance required between creativity and commercial credibility.</li> </ul> Don't miss this expert deep dive into how AI is rewriting the agency rulebook! Simon Billington on LinkedIn: <a title= "https://uk.linkedin.com/in/simonbillington" href= "https://uk.linkedin.com/in/simonbillington">https://uk.linkedin.com/in/simonbillington</a>

July 20, 2026

Why the Best Agencies Won't Be Replaced by AI...They'll Be Rebuilt Around It with Simon Billington, Part 1

<p class= 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How do you punch above your weight when a technological revolution threatens your entire industry? In this episode, I sit down with Simon Billington, Global Executive Creative Director at Team Lewis, for the first in a trilogy of episodes. Simon takes us back to early 2023, when agencies everywhere rushed to experiment with generative AI, and explains why he chose a radically different path. Instead of feeding public models, his team decided to build something private, secure, and future-facing. We explore this bold decision to invest heavily before outcomes were guaranteed, and why running toward disruption can be smarter than hiding from it. We talk about how data is the new oil, protecting institutional knowledge, and how AI should elevate talent rather than erase it. Simon demonstrates that the agencies that think widest, not deepest, might just shape what comes next. Topics covered during this episode include: <ul> <li>How generative AI first appeared as a major agency disruptor in 2023.</li> <li>Why external AI models raise concerns around data and value.</li> <li>How private historical knowledge becomes a protected competitive advantage.</li> <li>Why AI needs to learn and grow, much like a child.</li> <li>How technical infrastructure makes integrated marketing intelligence more possible.</li> <li>Why building Marketing SideKick, Simon's AI-powered platform, was such an ambitious decision.</li> <li>How instinct helps leaders move before certainty fully arrives.</li> <li>How AI should lift creative teams instead of replace them.</li> <li>Why integrated agencies may hold advantages in faster markets.</li> <li>How broad platforms can support quicker, more connected decisions.</li> </ul> Listen now for a fascinating look at the choice to build instead of wait! Simon Billington on LinkedIn: <a title= "https://uk.linkedin.com/in/simonbillington" href= "https://uk.linkedin.com/in/simonbillington">https://uk.linkedin.com/in/simonbillington</a>

July 13, 2026

Why Most AI-Powered RFP Responses Fail with Antoine Drapeau

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How do you stand out in the RFP process when everyone is using the same AI tools? AI is reshaping sales faster than most of us can process. In this conversation with Antoine Drapeau, Senior Account Executive at Verndale, we get into what that really means for RFPs, discovery calls, and credibility. We explore how buyers are increasingly turning to large language models to define their problems before they ever speak to a seller, and why that creates both risk and opportunity. Antoine shares how he uses AI upstream to arrive at calls with a strong point of view, surfacing blind spots buyers didn't even realize they had. We also unpack what's really happening inside modern RFP processes, where AI is often scoring responses behind the scenes. Antoine and I discuss how responding with polished, AI-generated fluff is a fast track to irrelevance, and why only offering "necessary" responses isn't enough to win. We critically challenge the idea of becoming an order taker and instead show how to stand out in a sea of sameness. Topics covered during this episode include: <ul> <li>How AI is rapidly reshaping buyer behaviour in sales conversations.</li> <li>Why buyers now arrive with predefined solutions and fewer nuances.</li> <li>How upstream AI research can sharpen credibility before discovery calls.</li> <li>The importance of building custom GPT projects with context files.</li> <li>Why vague AI prompts produce generic and unhelpful insights.</li> <li>How Antoine uses internal AI tools to surface patterns from past client conversations.</li> <li>The power of identifying recurring industry pain points instantly.</li> <li>Why strong sellers treat AI as an assistant, not authority.</li> <li>The danger of blindly trusting AI-generated RFP responses.</li> <li>How buyers increasingly use AI to draft and score RFPs.</li> <li>Why strict RFP response formats are becoming more common.</li> <li>The necessity of answering questions while adding unique perspective.</li> <li>What it takes to differentiate beyond standard compliance answers.</li> <li>Why procurement relationships must begin before the RFP is issued.</li> <li>How multi-threaded relationships greatly increase win probability.</li> <li>Why human judgment is more valuable now than ever before.</li> </ul> If RFPs feel harder than ever, this episode will change how you approach them! Antoine Drapeau on LinkedIn: <a title= "https://www.linkedin.com/in/antoinedrapeau/" href= "https://www.linkedin.com/in/antoinedrapeau/">https://www.linkedin.com/in/antoinedrapeau/</a>

144 total episodes available

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What is Higgle: The B2B Sales Club?: This is Higgle: The B2B Sales Club Podcast, where we bring you actionable insights about sales RFPs, Sales Negotiations and difficult Procurement discussions. It's all about helping you win more deals, and hitting your sales quota.

We talk to sales leaders, brand leaders and procurement leaders about lessons learnt on their journey to win more sales deals and get better negotiated outcomes.

The podcast is hosted by Mike Lander, an ex procurement director and entrepreneur, talking to guests about their experiences - the good, the bad and the ugly.

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