Welcome to The Sales Transformers Podcast, where Sales and Business Unit Leaders learn to ignite rapid change! Struggling to shift your sellers’ behaviours as rivals surge ahead? Need a Seller Experience that drives rapid results?
We’re Chris and Matt, seasoned pros from Sales Growth Team and we’re joined by stellar guests. No academic fluff—we’ve walked in your shoes, and we’re here to help you turn cynical sellers into revenue powerhouses and make best practice your practice.
Learn from our billion-dollar global sales turnarounds—our wins, our mistakes, and proven strategies to crush resistance and spark transformation. Each episode delivers actionable tactics, from boosting seller motivation to mastering rapid behaviour change in a fast-changing world.
Ready to transform your team?
Will Matthews: Pre-Mortem and Leaving Tech Off the Table
Are you trying to drive real change in your organisation, or are you just implementing the latest shiny technology?
In this episode of the Sales Transformers podcast, we sit down with Will Matthews, Strategy and Transformation Leader at Capgemini. With a rich background spanning BAE Systems and CSC, Will shares his deep expertise on what it actually takes to lead successful, large-scale transformations. We dive into why technology should never be the starting point, how to overcome the natural human fear of change, and why shifting from a transactional mindset to a deeply personal, relationship-driven approach is the ultimate key to long-term success.
What You’ll Discover
- Mindset Over Technology: Why successful transformation requires taking the tech off the table initially and focusing on the human element, shifting the narrative from fear of job loss to the value of gaining time back.
- The Four Levels of Tailoring: How to move beyond basic industry research to build deep, role-level and personal relationships that make traditional persuasion unnecessary.
- Balancing the Short and Long Game: Why leaders must run two distinct motions simultaneously - maintaining operational excellence and trust today while steadily building towards the long-term strategic North Star.
Transformation is rarely about the tools; it is almost always about the coalition of the willing. By giving your team the space to voice their concerns, focusing on the metrics that actually matter to their daily lives, and shifting left in your customer conversations, you can turn even the most cynical resistors into your biggest advocates.
If you are a leader trying to pivot your organisation without losing your core business, this episode is packed with practical, hard-earned wisdom.
The Sales Transformers Podcast is brought to you by Sales Growth Team (https://www.sales-growth.team/) and is produced by Urban Podcasts (http://urbanpodcasts.co.uk/).
15 Sept 2026
Victor Khayat - Cracking the GCC: Why the Western Sales Playbook Fails in the Middle East
What does it really take to successfully break into and scale within the highly lucrative but notoriously relationship-driven GCC retail market?
In this episode of Sales Transformers, Chris and Matt sit down with Victor Khayat, a retail technology advisory expert who has worked with giants like Salesforce, Akinon, and Timsoft. Victor shares his unique insights into the rapidly evolving Middle Eastern market, explaining why the standard Western sales playbook often fails and how to truly build trust in the Gulf region.
What You’ll Discover
- Relationship-First Selling: Why proximity and trust far outweigh standard sales metrics in the GCC, and why your first high-profile logo matters more than your initial profit margin.
- The 90-Day Reality Check: How to properly qualify (and disqualify) leads in a market where long sales cycles and ambiguous decision-making structures can easily derail your pipeline.
- Leadership in the Trenches: Why modern sales leaders must abandon outdated playbooks, embrace AI tools like Claude and Perplexity, and actively listen to their teams on the ground to drive real revenue.
Building a meaningful presence in the Middle East requires a deep pocket, immense patience, and a willingness to adapt to local nuances - right down to signing contracts over WhatsApp. By shifting your mindset from simply being "liked" to becoming a truly trusted advisor, you can unlock incredible opportunities in one of the world's most dynamic retail landscapes.
The Sales Transformers Podcast is brought to you from Sales Growth Team (https://www.sales-growth.team/) and is produced by Urban Podcasts (http://urbanpodcasts.co.uk/).
1 Sept 2026
From Features to Value: Using AI to Scale Your Best Sellers’ Behaviours with Semir Jahic of Salesmotion
Are your sales sellers spending too much time searching for the needle in the haystack rather than actually selling?
In this episode of the Sales Transformers podcast, Chris and Matt sit down with Semir Jahic, CEO of Salesmotion and former Clari and Salesforce executive. They explore how modern sales teams can move away from manual, time-consuming account research and start leveraging AI to surface actionable insights at scale. Semir shares his journey from big tech to bootstrapping a profitable AI-driven sales platform, and why simplicity always beats endless features when it comes to seller adoption.
What You’ll Discover
- Automating the Needle in the Haystack: How AI can continuously scan your target accounts to surface real-time triggers - like executive hires or earnings call mentions so sellers know exactly when and why to reach out.
- Driving Adoption Through Simplicity: Why the most successful sales tools are the ones that spoon-feed information to sellers, and why complex, feature-heavy platforms often end up as expensive shelfware.
- Elevating the Entire Sales Org: How standardising account intelligence can turn your "average" sellers into high performers by giving them the confidence to lead with proactive, value-based conversations.
If you are a sales leader looking to take the friction out of account planning and drive consistent, proactive engagement across your entire team, this episode is packed with practical advice on how to make best practice your daily practice.
The Sales Transformers Podcast is brought to you from Sales Growth Team (https://www.sales-growth.team/) and is produced by Urban Podcasts (http://urbanpodcasts.co.uk/).
18 Aug 2026
Driving Predictable Enterprise Growth in the Age of AI with Craig Steel
What does it actually take to drive predictable enterprise growth and build high-performing sales teams in the age of AI?
In this episode of the Sales Transformers podcast, Chris and Matt sit down with Craig Steel, Chief Revenue Officer at Unqork. Craig shares his extensive journey leading global sales teams at tech giants like ServiceNow, Sprinklr, Pivotal, and Dell EMC. We dive deep into his approach to structured sales campaigns, the importance of executive alignment, and why continuous learning is the ultimate team sport.
What You’ll Discover
- Structuring for Predictability: How to bring order to complex enterprise sales campaigns and why shifting from a "show me the product" mindset to building executive trust is crucial in today's market.
- The Power of the Listening Tour: Why new leaders must curb the urge to make immediate changes and instead spend their first 90 days triangulating perspectives to separate reality from folklore.
- Lessons in Executive Alignment: Why you should never "lose alone" on a deal, and how engaging the C-suite early can be the difference between a closed contract and a missed opportunity.
Building a meaningful sales organisation requires a balance of disciplined execution and a willingness to adapt. By focusing on continuous learning and helping your clients get exactly what they need, you can build a predictable revenue engine that stands the test of time.
The Sales Transformers Podcast is brought to you from Sales Growth Team (https://www.sales-growth.team/) and is produced by Urban Podcasts (http://urbanpodcasts.co.uk/).
4 Aug 2026
Joachim: Why Many CROs Fail
Why do so many Chief Revenue Officers struggle to survive in their roles, and what does it actually take to build a high-performing sales culture that outlasts your tenure?
In this episode of the Sales Transformers podcast, we sit down with Joachim Schreiner, CRO at ATOSS, to discuss his nearly three-decade journey from IT programmer to leading global revenue teams at companies like Salesforce, Symantec, and BMC.
What You’ll Discover
- Mastering the CRO Balancing Act: Why the most successful revenue leaders rely on a Chief of Staff to bridge the gap between big-picture passion and data-driven discipline.
- Building a Culture of Empowerment: How to shift from a traditional management mindset to an entrepreneurial ecosystem where teams are enabled, empowered, and held accountable.
- Simplifying for Success: Why limiting your organisation's focus to just three core goals is the secret to cutting through corporate complexity and driving true alignment.
Building a meaningful business requires a balance of short-term survival instincts and long-term vision. By focusing on core values and remaining transparent with clients, you can create an organisation built to last for decades, not just until the next exit.
The Sales Transformers Podcast is brought to you from Sales Growth Team (https://www.sales-growth.team/) and is produced by Urban Podcasts (http://urbanpodcasts.co.uk/).
21 Jul 2026
Shifting from Product Pitch to Business Value
Why do so many sales teams default to pitching product features when they know they should be leading with business value?
In this episode of the Sales Transformers podcast, we explore the all-too-common "knowing-doing gap" in sales. Drawing on our experience delivering billion-dollar turnarounds at global companies like HPE, we break down why sellers revert to comfortable habits under pressure and how leaders can successfully shift their teams from a transactional mindset to true value-based selling.
What You’ll Discover
- Grounding Your Team's Reality: Why you must objectively assess your sellers' current capabilities and strip away the noise to understand where your team truly stands.
- Embedding "Where Does It Grip" Moments: How to equip your sellers with the right tools, like simplified business value calculators, that naturally open up value-led conversations with customers.
- Creating a Culture of Accountability: Why shifting to value selling requires more than just a new compensation plan; it demands continuous, spoon-fed coaching and buy-in from the entire leadership team.
If you are a sales leader struggling to get your team away from the product pitch and into the top-right quadrant of agreed customer value, this episode provides the practical frameworks you need to make that transformation stick.
The Sales Transformers Podcast is brought to you from Sales Growth Team (https://www.sales-growth.team) and is produced by Urban Podcasts (http://urbanpodcasts.co.uk/).
18 Nov 2025
New in Role: Thoughts for Success with Kristen Talley
Imagine turning sales teams at juggernauts like Salesforce and AWS into high-performing powerhouses without ever touching a quota yourself.
In this episode, we sit down with Kristen Talley, a veteran enablement leader who's scaled programmes at GitHub, Salesforce, AWS, and Microsoft before founding Enablement Consult. Kristen shares her unconventional path from marketing to sales enablement, the art of building trust with sceptical sellers, and why curiosity, empathy, and strategic challenges are the real keys to driving revenue growth in a fast-evolving world.
We unpack the evolution of enablement roles, navigating ego in high-stakes environments, and practical tips for fostering collaboration across teams.
What You’ll Learn
- Career Pivots: How spotting gaps in sales support led Kristen from marketing mishaps to leading enablement at tech giants and launching her own consultancy.
- Trust-Building Tactics: The power of curiosity and EQ in overcoming seller cynicism, turning enablement from "fluff" into indispensable revenue fuel.
- Leadership Essentials: Why challenging positively, assuming the worst while staying optimistic, and constant check-ins can supercharge team dynamics and results.
Kristen’s journey is a reminder that in sales, true transformation starts with empathy, bold questions, and a willingness to grow.
The Sales Transformers Podcast is produced by Urban Podcasts (http://urbanpodcasts.co.uk).
28 Oct 2025
Channel Evolution: Driving Change That Sticks with Max Ramos
What if the biggest opportunity in channel sales isn’t about what you sell, but how you embed lasting change?
In this episode we’re joined by Max Ramos, a seasoned channel leader with a career spanning from seller to global channel lead. Max shares his perspective on how the channel ecosystem has evolved - from product resale to complex solution selling and what it really takes to get partners on board with transformational change.
We explore the psychology behind shifting seller behaviour, the role of leadership in setting the vision, and why embedding change matters more than simply knowing or doing.
What You’ll Learn
- Change Management That Works: Why communication, incentives, enablement and leadership are essential pillars of channel transformation.
- Trust and Alignment: How clear, repeatable motions and strong OEM–partner alignment build lasting trust.
- Embedding for Impact: Why the real differentiator isn’t launching a new programme, it’s embedding it so it scales.
Max’s reminds us that true channel transformation isn’t about forcing partners to sell differently. It’s about clarity, trust, leadership and creating programmes that become second nature.
The Sales Transformers Podcast is produced by Urban Podcasts (http://urbanpodcasts.co.uk).
13 Oct 2025
Chris DeNoia: Inside the Mind of a Modern CRO
How do you lead a sales team through constant change and stay sane doing it?
In this episode we’re joined by Chris DeNoia - Chief Revenue Officer, professor, and long-time sales leader to unpack what it really takes to transform a sales organisation from the inside out. From his early days in product management to driving billion-dollar growth in Silicon Valley, Chris shares the hard-won lessons behind leading through disruption, embedding strategy fast, and balancing performance with purpose.
We dig into why CROs today face shorter tenures, faster pivots, and higher expectations than ever before and how the best leaders adapt without losing their teams. Chris also shares practical insights on discovery, incentives, and using AI intelligently (not just because it’s trendy).
What You’ll Learn
- Leading Through Change: How to balance quick wins with sustainable transformation and avoid the “big bang” failure trap.
- The CRO Playbook: Why discovery, alignment, and testing small make or break modern revenue leadership.
- Smarter AI: What AI can (and can’t) do for your sales team and why productivity isn’t always the real problem.
Chris doesn’t just talk about transformation - he’s lived it. This episode is a masterclass in how to steady the ship, turn the tanker, and keep your team thriving in a world that never slows down.
The Sales Transformers Podcast is produced by Urban Podcasts (http://urbanpodcasts.co.uk).
29 Sept 2025
Mastering Global Enablement Challenges with Ben Purton
What if bridging cultural gaps could supercharge your sales teams worldwide? In this episode of the Sales Transformers Podcast, we explore global sales enablement with Ben Perton, Senior Director of International Enablement at RingCentral and RES board member.
Drawing from his leadership roles at Entrado and RingCentral, Ben shares actionable strategies for overcoming language barriers, navigating cultural nuances, and proving ROI in diverse markets like Japan, India, and Europe.
What You'll Learn
- Regional Adaptation: Tailor training programmes to align with local languages and cultural norms for maximum engagement and respect.
- ROI Measurement: Track key metrics like deal velocity, win rates, and revenue growth to demonstrate the tangible value of enablement programmes.
- Project Discipline: Identify and cut underperforming initiatives early to focus resources on high-impact strategies.
Ben’s approach helps build adaptive sales teams that drive measurable results across borders.
The Sales Transformers Podcast is produced by Urban Podcasts (http://urbanpodcasts.co.uk).
15 Sept 2025
Humanity in Sales with Tim Wikinson
How do you transform a sceptical sales team into a powerhouse of change? Tim, a seasoned sales leader, shares his journey from selling fax machines in the 1980s to driving growth at tech giants and startups. His leadership hinges on building trust, understanding motivations, and using an “asking, not telling” approach. Focusing on the “why” behind strategies, Tim embeds change effectively.
Navigating global cultures and high-stakes transformations, Tim emphasises empathy, clear communication, and keeping work fun. He advocates for autonomy, avoiding rigid plans, and making small, value-driven tweaks to spark growth.
The Sales Transformers Podcast is produced by Urban Podcasts (http://urbanpodcasts.co.uk).
1 Sept 2025
The Million-Dollar Mindset with Marize George
How do you conquer imposter syndrome and pivot careers to seal million-dollar deals at global giants? In this episode of Sales Transformers, Matt and Chris sit down with Marize George, a sales powerhouse who's risen from Egypt's engineering roots to dominating the UK tech sales scene after a decade of battling self-doubt.
Drawing from her experience, Marize shares her playbook: turning objections into wins, empathy-fuelled leadership over mere niceness, and the grit to embed lasting processes that weather global storms.
Sales Transformers: Turning The Tanker is produced by Urban Podcasts (https://urbanpodcasts.co.uk).
18 Aug 2025
Breaking the Cynicism Barrier: Secrets to Sales Success
Got a sceptical sales team you want to fire up for your new offer? In this episode of Sales Transformers, Matt and I share how we’ve done this, pulling from our time with massive global sales teams. We break down our AKDE framework: assess, know, do, embed - which turns seller doubt into excitement.
We know why salespeople cling to old ways - they worry new approaches might flop or hurt client bonds. By ditching jargon for clear, customer-first strategies, we share how to arm sellers with the tools and confidence to succeed.
The Sales Transformers Podcast is produced by Urban Podcasts (http://urbanpodcasts.co.uk).
4 Aug 2025
Is Change Your Weapon or Weakness with Greg Smith
How do you lead a global sales team through massive change without losing steam? In this episode of the Sales Transformers podcast, we’re joined by Greg Smith, a senior sales leader who’s driven billion-dollar turnarounds at tech giants like Lenovo. From his Royal Air Force roots to steering teams from commodity sales to high-value solutions, Greg shares why salespeople resist change and how leaders can spark lasting transformation.
We explore Greg’s “mosquito theory” and why embedding new habits is harder than learning them. Greg breaks down setting clear expectations, coaching with finesse, and overcoming imposter syndrome, all while sharing practical tips for turning sales teams into revenue machines in a fast-changing world.
The Sales Transformers Podcast is produced by Urban Podcasts (http://urbanpodcasts.co.uk).
21 Jul 2025
Sheevaun Thatcher on Sales Evolution in a Rapidly Changing World
How can sales leaders steer their teams through seismic shifts in an AI-driven world? In this episode, we sit down with Sheevaun Thatcher, VP of Enablement at Demandbase and a veteran of transformative roles at Salesforce, Slack, RingCentral, and Actuate. Sheevaun unpacks the art of pivoting sales teams to new strategies or markets, sharing battle-tested insights on aligning leadership, closing the boardroom-to-frontline divide, and fostering crystal-clear communication.
We dive into tackling AI overwhelm, uniting misaligned business units, and streamlining processes to empower sellers to focus on what they do best—closing deals. This episode is packed with practical strategies for leading with clarity and driving results in today’s fast-evolving sales landscape.
Sales Transformers: Turning The Tanker is produced by Urban Podcasts (https://urbanpodcasts.co.uk).
7 Jul 2025
Rigour, Process, Power: Ehrika Gladden on Billion-Dollar Sales Growth
Ehrika Gladden discusses scaling sales teams to billions by using sports-inspired coaching, tight processes, and accountability, in an interview with Matt and Chris, offering actionable wisdom for leaders.
23 Jun 2025
At The Helm: Steering Your Sales Team to Success
Hosts Matt and Chris discuss the core principles of being a 'Sales Transformer,' focusing on adapting sales methods and overcoming team skepticism to drive change in this inaugural episode.
17 Jun 2025
Trailer
Hosts Chris and Matt introduce The Sales Transformers Podcast, which helps sales and business leaders ignite rapid change and transform their teams into revenue powerhouses.
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Chris and Matt host the show. Published by Sales Growth Team.
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