Inside The Pipeline
Claim This Podcastby throxy
Podcast Overview
<p>Inside The Pipeline is throxy's B2B sales and go-to-market podcast, recorded with the founders, GTM leaders, and investors building some of the fastest-growing companies in tech right now. Guests so far include people from OpenAI, Vanta, Pleo, ElevenLabs, Granola, Slack and Seedcamp.</p> <p>Every episode goes deep on go-to-market strategy, sales leadership, and how AI is actually changing the way B2B companies sell, hire, and scale. Real operators, real numbers, not theory.</p> <p>Look, I know what you're thinking: “another business podcast.” There are over 14,400 active ones in English-speaking countries alone. Fair point. We just think we're doing it differently, with the people actually building pipeline and closing deals, not just talking about it.</p> <p></p>
Language
🇺🇲
Publishing Since
11/26/2025
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Recent Episodes
July 28, 2026
15. Callum Matthews-Mackay, Head of Sales at Onetrace - Selling Compliance Software to Fire Safety's Hardest-to-Reach Buyers
Callum Matthews-Mackay leads sales at Onetrace, the compliance software fire protection subcontractors use to prove installations were done right, turning what used to be a paperwork scramble into a one click report. Before Onetrace, he spent over a decade selling into industries nobody else wanted to touch: corporate partnerships at Macmillan Cancer Support (Nestlé, Morrisons, a four year Pizza Express deal, over £1m in new business), the £700bn interior design trade at eporta, and hospitality partnerships with Best Western, Macdonald Hotels and Searcy's at Bridebook. In this episode, Callum breaks down what it actually takes to build pipeline into an audience that's on scaffolding, not checking inboxes. He gets into why cold email dies in construction, how regulation like the Building Safety Act turns into a genuine sales trigger, and what it means to earn trust when your software is tied to life safety. He's candid about what hasn't worked, not just what has, and talks through building a sales team from scratch in a market this hard to sell into. We also get into where AI is actually pulling its weight in his go to market motion versus where it's just noise, and the one lesson from Bridebook that's reshaped how he leads a team today. If you're selling into trade, construction or any hard to reach frontline audience, this one's worth your time.
July 21, 2026
14. Max Greenbury, Startup GTM at OpenAI - Inside OpenAI's Sales Playbook
Max Greenbury is part of OpenAI's go-to-market team, working the startup side with around 14 later-stage accounts from the UK to Israel and Lithuania. He didn't get there in a completely straight line (although it was quite straight): three years running his own subscription platform for secondhand clothing came first, three years on AWS's startup team, then Google selling into regulated enterprises. In this episode, Max opens up how OpenAI actually sells and why enterprise and startup deals are almost different jobs. Enterprise sales is a stakeholder maze, won by surfacing "unrealized pain" the buyer hasn't named yet. Startups are the opposite: founders are already pushing the models past their limits, so the job becomes optimizing for latency and cost, then routing what's missing straight back to OpenAI's research team. Max also breaks down OpenAI's AI-first culture, where tools like Codex handle data pulls and CRM updates before a human touches them, and why Generative Engine Optimization, showing up as the answer ChatGPT gives when someone asks for a recommendation, is becoming a real go-to-market priority. Five years out, Max thinks AI takes over the admin grind of selling. What it won't replace, he argues, is trust. If you sell into startups or enterprise, or you're figuring out where GEO fits your own GTM strategy, this one's for you.
July 7, 2026
13. Nick Taylor, Head of Customer Success at Granola - From Onfido to Synthesia, Building AI's Central Cortex for Business Context
Nick Taylor has spent his career inside three of London's most important AI and fintech companies. He worked with high-growth neobanks like Monzo and Revolut during his time at Onfido, watching the company pivot from background checks into an identity verification leader. He then joined Synthesia through its hyper-growth phase, helping scale the team from 40 people to over 600 as the AI video platform went global. Now he leads customer success at Granola, the AI notetaker that's quickly becoming something bigger. In this episode, Nick explains why he sees customer success as a flexible role built around one goal: getting clients to value as fast as possible so renewals take care of themselves. He talks about Granola's real ambition, building a "central cortex" for business context by capturing what actually gets decided in internal and external meetings, and why LLMs only get useful once they're fed an organisation's specific context. He also shares his "landlord" analogy for handling unhappy customers: listening for the human frustration behind a technical complaint before jumping to a fix. Nick also gets into why he's changed his mind about needing deep technical expertise to build good products. In an AI-driven world, he argues, having more ideas matters more than having more code. If you're thinking about customer success, AI-native tools, or what it takes to scale through hyper-growth, this one's worth your time.
15 total episodes available
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- What is Inside The Pipeline?
<p>Inside The Pipeline is throxy's B2B sales and go-to-market podcast, recorded with the founders, GTM leaders, and investors building some of the fastest-growing companies in tech right now. Guests so far include people from OpenAI, Vanta, Pleo, ElevenLabs, Granola, Slack and Seedcamp.</p> <p>Every episode goes deep on go-to-market strategy, sales leadership, and how AI is actually changing the way B2B companies sell, hire, and scale. Real operators, real numbers, not theory.</p> <p>Look, I know what you're thinking: “another business podcast.” There are over 14,400 active ones in English-speaking countries alone. Fair point. We just think we're doing it differently, with the people actually building pipeline and closing deals, not just talking about it.</p> <p></p> - How often does this podcast release new episodes?
This podcast updates daily.
- Where can I listen to this podcast?
This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
- Does this podcast accept guests?
Yes, this podcast regularly features guests.
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