In this episode of Inside the Funnel, Richard Lane sits down with Rosanne Darrow, VP of Marketing and Communications at Siemens Healthineers, to unpack how one of the world’s largest healthcare organisations is rethinking demand generation - and what it takes to drive commercial impact at scale.

Rosanne has spent over 20 years at Siemens, leading marketing across global and regional roles. Her focus today is simple: drive demand, enable sales, and deliver measurable commercial results.

But in a market that’s changing fast, that’s easier said than done.

Buyers are more digital-first than ever. In fact, 62% of medtech buyers now prefer a rep-free experience at the early stages of their journey.

At the same time, sales teams are under pressure to focus on high-value conversations - not chasing unqualified leads.

So how do you bridge that gap?

In this conversation, Rosanne shares how Siemens Healthineers shifted from a volume-driven marketing model to a more structured, end-to-end demand engine - one that prioritises qualification, nurtures opportunities properly, and delivers real pipeline impact.

We get into:

• Why traditional MQL models were breaking down — and frustrating sales teams
• How SDRs became a critical layer between marketing and sales
• The role of digital-first buying behaviour in reshaping go-to-market strategy
• How to prove a new model internally without disrupting your sales team
• What “good” looks like when it comes to alignment, content, and customer journeys

If you’re still measuring success

To mark both the 50th episode of our podcast and 15 years of durhamlane, Richard Lane and Lee Durham break down the lessons that have shaped their approach to outbound.

From spreadsheets and cold calls to AI and global SDR programmes - this is the thinking behind the results.

What you'll learn:

• Why mindset beats tools - every time
• The difference between activity and pipeline that converts
• Why cold calling still works (despite what people say)
• How to build SDR programmes that actually perform
• Why better questions outperform better pitches
• The real role of AI in outbound sales
• What separates meetings from real opportunities

In this episode of The Insiders, Richard Lane is joined by Jessica Cook, Head of Marketing at Vector, to explore why storytelling has become one of the most powerful growth levers in modern B2B marketing.

From building pipeline without a traditional demand gen function to creating a brand that genuinely resonates with marketers, Jessica shares practical insights from her journey leading marketing at a fast-growing SaaS business and why content is no longer a “nice to have”.

The conversation covers brand, content, leadership buy-in and what it really takes to stand out in a crowded market.

1. Why there is no marketing without content
2. How storytelling is shaping the future of marketing leadership
3. Growing pipeline through brand-led activity
4. What most companies get wrong with swag and brand experiences
5. The role CEOs play in successful marketing strategies
6. Building demand by understanding your audience deeply

Sales coaching is widely recognised as one of the strongest drivers of performance, yet for many sales teams, it’s falling short.

In this episode of The Insiders Podcast, Richard Lane is joined by Kevin Beales, Founder & CEO of My Sales Coach, to unpack the findings from the State of Sales Coaching 2026 report - one of the largest surveys of its kind.

Together, they explore why sales leaders believe coaching is improving, while sales reps report the opposite; how deal reviews are being mistaken for coaching; and what organisations can do to build a coaching culture that actually delivers results.

What you’ll learn in this episode:

1. Why 40% of salespeople say they’re rarely coached or not coached at all
2. The growing gap between leader intent and seller experience
3. Why pipeline and deal reviews are being labelled as “coaching”
4. The role of peer coaching and why it’s massively underused
5. What sales teams really think about AI coaching tools
6. How the best organisations measure coaching impact beyond short-term revenue

What does it really take to build a high-performing marketing team?

In this episode of The Insiders, Richard Lane speaks with Jessica Gilmartin, former CRO and CMO at Calendly, about the foundations of marketing team performance. From hiring the right people and owning your data, to working effectively with sales and prioritising revenue over vanity metrics, Jessica shares practical lessons from scaling marketing teams at companies like Calendly, Asana and Google.

If you’re responsible for marketing performance or building a team that drives revenue, this episode is well worth a listen.

In this episode of The Insiders, Richard Lane is joined by James Donaldson, Founder of Stakki to explore how AI is reshaping the sales tech landscape and what it means for sellers.

James shares why tool overload has left sales teams distracted, why data quality is now the biggest barrier to predictable revenue, and how AI can help reps spend more time doing what they’re actually hired for: speaking with customers.

They also dive into the rise of CRM-embedded AI, the shift towards consolidated tech stacks, and how sales teams can balance human-first selling with smarter automation. If you’re planning your GTM strategy for 2026, this episode is packed with clarity and practical direction.

1. How AI entered the sales process and what’s changed
2. Why automation alone isn’t solving pipeline problems
3. The true bottleneck: unstructured, ageing CRM data
4. Why it’s “crazy to pay SDRs not to talk to people”
5. The rise of revenue orchestration inside the CRM
6. Predictions for 2026: consolidation, cleaner data, smarter coaching
7. What leaders should prioritise before implementing new tools

In this episode of The Insiders, André Stoorvogel (Head of Demand Generation, Workwize)  joins Richard Lane (Co-founder, durhamlane) to unpack how Workwize flipped its go-to-market motion - turning data and intent signals into meaningful conversations (and inbound growth that stuck). 

André’s story is a masterclass in focus. He explains how a simple pivot - from HR to IT - transformed Workwize’s revenue engine, taking inbound from 5% to 85%. 

The secret? Start at the bottom of the funnel, act on buyer intent, and never lose the human touch - even when AI is doing the heavy lifting. 

If you’re leading marketing, demand gen or revenue teams and want to know how to build smarter, warmer pipelines… this one’s for you! 

In this episode of The Insiders by durhamlane, Richard Lane sits down with Guy Rubin, founder of Ebsta and now Managing Director Insights at Fullcast to unpack the power of focus in sales and go-to-market strategy. 

After spending over $1 million chasing the wrong market, Guy shares the honest lessons behind a bold pivot that redefined his company’s trajectory and led to record-breaking growth. 

From misjudged integrations and zero-revenue quarters to building a data-driven culture and defining what a true Ideal Customer Profile (ICP) looks like, this is a masterclass in learning from the hard way and winning smarter next time. 

Hexagon’s Alexandre Aimé joins Richard Lane to discuss how marketing can drive real revenue growth, boost sales conversion, and embrace AI to power smarter go-to-market strategies.

The world of B2B sales is shifting – again. In this episode of The Insiders, we flip the script. durhamlane co-founder Richard Lane steps out of the interviewer’s seat and into the hot seat, fielding tough questions from Ollie about go-to-market strategies, the future of SDRs, and why listening might be the most undervalued sales skill today. 

From breaking down why “cold calling is far from dead” to revealing how RevOps thinking can build high-performing sales teams from scratch, Richard offers unfiltered insights drawn from years at the frontline of enterprise sales. Expect sharp thinking, a few laughs, and a challenge to rethink how marketing and sales work together. 

What you’ll learn in this episode: 

• Why brand recognition can make or break your go-to-market strategy. 
• The surprising role of Instagram and B2C tactics in modern B2B engagement. 
• Why “be interested to be interesting” is more than a mantra – it's a sales superpower. 
• The real evolution of SDR roles (and why they’re not going anywhere). 
• How to spot when your sales and marketing teams are misaligned and fix it.