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GTM Insider Podcast
By trumpetBusiness
GTM Insider Podcast episodes
- Prospecting in 2025: Signals, Personalisation & Standing Out with Rob Harlow @ Sopro
In this episode of GTM Insider, Rory is joined by Rob Harlow, Co-Founder and Chief Innovation Officer at Sopro, to explore the evolving landscape of prospecting in 2025.
Together, they dig into what high-performance outbound looks like in a world where buyers are more informed, time-poor, and resistant to outdated sales techniques. Rob shares insights from Sopro’s 80 million+ email data set, breaking down what works, what’s dead, and how to get ahead with signal-based selling.
Expect no fluff - just honest, forward-thinking insights from one of the sharpest minds in outbound sales today.
Key takeaways:
↳ Why the first touch is rarely “cold” anymore - and how to meet buyers where they already are
↳ The death of "spray and pray" and rise of intent-based, signal-driven prospecting
↳ How Sopro uses AI with human empathy to drive relevance at scale
↳ Multi-threading done right: why targeting one decision-maker isn’t enough
↳ Standing out: using channels like communities, video, and even gifting (but not the gimmicky kind)
↳ Why personalization isn’t about gimmicks - it’s about deep buyer relevance
↳ How reps should rebalance automation vs. human touchAbout Rob:
↳ Chief Innovation Officer & Co-Founder at Sopro
↳ 10+ years helping hundreds of companies scale outbound campaigns
↳ Obsessed with continuous improvement, relevance, and ethical personalizationAbout GTM Insider:
GTM Insider is a trumpet production.
We help sellers collaborate with their buyers in one centralised and trackable digital space - from first call to deal close and beyond.34 min - Building, Leading & Maintaining a High Performing Sales Team with Lesley Ronaldson, EMEA VP @ Gong
On today’s episode, we have Lesley Ronaldson, VP of EMEA at Gong, on the mic.Join trumpet CEO, Rory Sadler, and Lesley as they dive into what sales excellence really looks like – from team culture to data-driven coaching to buyer-led journeys. This episode is packed with insights from Lesley’s 25+ year career, with stories from Dell, LinkedIn, Asana and Gong.Expect practical takeaways for building high-performing, modern revenue teams that actually want to come to work.Key takeaways:
- Culture matters – how to build a sales floor that’s high-energy, collaborative, and truly inclusive
- Why top sellers today need to act like project managers, not pitch machines
- How Gong uses trumpet to deliver a seamless, consultative buyer experience
- The role of data in enabling coaching, visibility, and smart forecasting
- Why the “hard sell” is dead – and what reps should do insteadAbout Lesley:
- VP of EMEA at Gong
- Former sales leader at Dell, LinkedIn and Asana
- Culture-first leadership style rooted in empathy, clarity and accountability
About trumpet:
GTM Insider is a trumpet production.
We help sellers collaborate with their buyers in one centralised and trackable digital space – from first call to deal close and beyond.
56 min - Mastering Asynchronous Selling in 2025 | Koen Stam, Head of Benelux @ Personio
On today's episode we have Koen Stam, Head of Benelux at Personio on the mic.
Join trumpet CEO, Rory and Koen as they unpack the world of 'async selling'. This episode is packed with practical tips you can immediately apply to your sales strategy, helping you build more effective, buyer-focused sales cycles.
Key takeaways:
- Sellers must expand beyond email to include video messages, digital sales rooms, and other buyer-centric platforms.
- Implement time management techniques to balance multiple responsibilities effectively.
- While leveraging async tools, don't forget the importance of building genuine relationships
- Set clear KPIs to establish metrics such as response rates, conversion rates, and time-to-close for async interactions.
- Tailor your async messages to be clear, concise, and GENUINELY valuable to the buyer.
About Koen:
- Heads up Benelux at Personio
- Chapter lead at Pavilion
- Ambassador of Winning by Design
- Follow Koen on Linkedin
About trumpet:
GTM Insider is a trumpet production.
We help sellers collaborate with their buyers in one centralised and trackable digital space,from first call to deal close and beyond.
Follow trumpet os on Linkedin
35 min - Mark Goldberger @ Ramp on Decision-Making Styles & Critical Positioning for C-Suite
In this episode of The Sales Soundcheck, Mark Goldberger, Head of Enterprise Sales at Ramp, dives into the nitty-gritty of decision-making styles and how to nail those crucial C-Suite chats.
We chat about the ups and downs of selling to big companies, why sticking to sales basics is key, and how to handle the twists and turns of today's economic scene.
Key Takeaways:
- In the current economic environment, it's super important to get in front of the economic buyer, like the CFO, to seal the deal.
- Companies are all about balancing growth and cutting costs, so having a solid ROI and business case is a must.
- Make sure your internal champion has the power and influence to get you to the economic buyer. Test their ability to push your product internally.
- Focus on high-impact activities and prioritise deals that align with your ICP to make the most of your time.
- Properly qualifying opportunities can save you time and effort. It's key to tell the difference between real opportunities and just conversations.
- Look for salespeople with drive, hustle, humility, and heart. These traits can lead to success even when times are tough.
- Tailor your selling strategy to the specific needs and pain points of the organisation. Avoid shortcuts and ensure your solution meets their business needs.
Tune in for some great tips and practical advice on how to boost your enterprise selling strategies and succeed in a competitive market.
> Follow Mark
> Check out Ramp
About trumpet
We make it easier for your buyers to buy. Streamline your back and forth into centralised, personalised and trackable digital sales rooms.
> Learn more about trumpet
> Follow us on Linkedin
> Follow us on Tiktok
> Subscribe to the Good Sales Stuff Newsletter
25 min - PLG at Pocus & Choosing the Right GTM Strategy with Sandy Mangat, Head of Marketing @ Pocus
On this episode of the Sales Soundcheck, we dive deep into the world of product-led growth (PLG) and product-led sales (PLS) with Sandy Mangat, Head of Marketing at Pocus.
Sandy cuts through the jargon and brings us back to basics, reminding us that PLG and PLS should be all about making things easier for our customers. We’ll discuss the unique "flavour" of PLG and PLS that every company needs based on their product's complexity, target audience, and how mature their category is.
Plus, We get into the nitty-gritty of intent data and how AI is shaking things up, and Sandy shares exactly how Pocus is bridging the gap between PLG and sales to create a seamless go-to-market strategy.
Tune in for an enlightening conversation packed with actionable insights!
KEY TAKEAWAYS:
- Product-Led Growth (PLG) isn't a one-size-fits-all magic potion. To make it work, you need to tune out what everyone else is doing and focus on what makes sense for your team/product
- Don't underestimate the human touch in PLG! It's the secret ingredient that brings simplicity to complex products and leads the way for newcomers
- Hit a growth plateau? Product-Led Sales (PLS) can help you tap into the potential of self-serve users for expansion and upselling
- Intent data, both first-party (like product usage data) and third-party, is absolutely key in identifying high intent leads and understanding customer behaviour.
- Sales teams NEED to be aware of and start experimenting with intent signals to get the best results for their sales strategy
> Follow Sandy
> Check out Pocus
About trumpet
We make it easier for your buyers to buy. Streamline your back and forth into centralised, personalised and trackable digital sales rooms.
> Learn more about trumpet
> Follow us on Linkedin
> Follow us on Tiktok
> Subscribe to the Good Sales Stuff Newsletter
28 min - Why you should be social selling in 2024 with Daniel Disney @ The Daily Sales
In this episode of The Sales Soundcheck, we've got Daniel Disney, Founder of LinkedIn's most popular page for salespeople, The Daily Sales, on the mic! Daniel is a best-selling author of The Ultimate Linkedin Sales Guide and a world-leading Sales Navigator trainer.
In today's episode, Daniel talks about how social selling and personal branding are super important in today's sales world. He dives into his journey of starting The Daily Sales as a platform to share content that speaks to salespeople, and how it blew up into a media business.
KEY TAKEAWAYS:
- Building a personal brand on LinkedIn can be a game changer and help differentiate you and build trust with buyers.
- Focus on providing value by understanding their problems and create content that helps the buyer.
- Don't just promote your product or company. Instead, focus on building relationships and having conversations with your target audience.
- Stay up-to-date with the evolving formats and styles of content on LinkedIn. Experiment with videos, polls, newsletters, and other forms to keep your content engaging and fresh.
- Seek support from colleagues, marketing teams, and other resources to learn and improve.
- Don't worry about the number of likes or followers at the beginning. Instead, focus on consistently showing up and helping your customers.
- Tap into your unique interests, experiences, and background to stand out from the crowd.
Where to find Daniel:
Linkedin
Youtube
Twitter
Check out The Daily Sales
trumpet in the wild:
Website
Linkedin
Twitter
Youtube
Tiktok
32 min - Scaling Sales at Canva & Mastering Product Led Sales: John Eitel @Demandbase
In this episode of The Sales Soundcheck, we've got John Eitel, the Chief Sales Officer at Demandbase, on the mic! John is a tech industry pro with more than 20 years of experience in B2B Sales.
In today's episode, John talks about his time at Canva as the Global Vice President of Sales & Success, where he played a key role in taking them into a new region/market and setting up their initial sales and customer success team. He also shares his hyper-focused 3-tier, PLG, PLS, and account-based strategy at Demandbase.
A must-listen episode from an industry titan on how to navigate the challenges of transitioning from a pure PLG approach to a product-led sales motion.
KEY TAKEAWAYS:
- Building a sales team in a product-led growth company requires a mindset shift and company-wide support.
- Highlight success stories and wins in regular town halls to emphasise the importance of the sales team.
- In PLG, not every user needs a sales touch. Identify stall points in the customer journey and add a sales touch when necessary.
- Be prepared for misconceptions about PLG, such as assuming that consumer vitality guarantees B2B success.
- Use data to understand user patterns and unlock new opportunities for sales engagement
- Educate customers on the 'value' and 'scalability' of your product by sharing customer stories, use cases, and the product roadmap.
Where to find John:
Linkedin
Check out Demandbase
trumpet in the wild:
Website
Linkedin
Twitter
Youtube
Tiktok
31 min - A.I in sales: Copilot or Captain? With Danny Wasserman @ Gong
In this episode of The Sales Soundcheck we have Danny Wasserman, Director, GTM Enablement at Gong on the mic!
We'll be discussing…
- The power of AI in personalising customer interactions and enhancing the sales process
- Embracing AI as a tool to automate mundane tasks and free up time for meaningful customer engagement
- The importance of understanding the balance between human cognition and AI in driving sales success
- How the combination of AI tools, forecasting tools, and prospecting tools can create a three-legged toolset that complements CRM systems.
Tune in to this episode to gain valuable insights on how AI is transforming the sales landscape and discover how you can leverage AI to elevate your sales game.
Where to find Danny:
Linkedin
X
Check out Gong
trumpet in the wild:
Website
Linkedin
Twitter
Youtube
Tiktok
28 min - Buyer enablement: The new frontier of sales with Malvina El-Sayegh @ Oyster
In this episode of The Sales Soundcheck we have Malvina EL-Sayegh, Director of Revenue Enablement at Oyster on the mic!
We'll be discussing…
- How sales teams can effectively personalise resources for buyer's needs by equipping themselves with necessary data, tools, and information
- The the future of the B2B buyer journey in light of changing behaviours and expectations
- Connecting multiple stakeholders, enabling champions to sell, and the challenges in aligning teams with a buyer enablement approach
Where to find Malvina:
Linkedin
Check out Oyster
trumpet in the wild:
Website
Linkedin
Twitter
Youtube
Tiktok
31 min - Conversations not interrogations with Scott Leese @ Surf and Sales
In this episode of the Soundcheck we have Scott Leese on the mic! Renowned sales leader, founder, author, and sales consultant who recently launched the GTM United Community, a platform for go-to-market professionals.
We'll be discussing…
- Positioning discovery calls as conversations not interrogations
- The art of asking the right questions during a discovery call
- The importance of avoiding sales jargon
- How tone and delivery of a question can make or break that relationship
We'll give you practical tips and share both good and bad experiences to help you level up your sales game.
Where to find Scott:
Linkedin
Twitter
trumpet in the wild:
Website
Linkedin
Twitter
Youtube
Tiktok
29 min
About GTM Insider Podcast
From the publisher's feed
Expert insights from the world's best revenue leaders.
GTM Insider (previously The Sales Soundcheck), hosted by trumpet CEO Rory Sadler, is an open dialogue with industry heavyweights on the sales topics top of mind and at the forefront of go-to-market strategies.
Each episode dives deep into the challenges, innovations, and best practices shaping the modern sales landscape.