Inside the Funnel

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. 

Is cold calling dead? Not if you ask Justin Michael, co-author of Cold Call Algo and one of the sharpest voices in outbound sales. In this episode of The Insiders, Justin joins Richard Lane to reveal why AI isn’t replacing cold calling – it’s reshaping it.

From smart data strategies to conversation openers that break the mould, Justin shares how sellers can cut through the noise, build credibility fast, and win the attention of busy decision-makers. Whether you’re an SDR, AE, or sales leader, this episode will shift how you think about prospecting in an AI-driven world.

In this episode, Lisa Eaton passionately shares that marketing has evolved from the "colouring-in department" to a crucial growth engine. Once seen as a cost center, marketing is now as essential as sales in driving business success. Lisa explains how marketers must embrace commercial strategy, focus on proven tactics, and measure ROI to make a real impact. Forget busy work—today’s market demands strategic, revenue-driven marketers who can drive customer acquisition and brand growth. This episode is a must-listen for marketers looking to level up and prove their worth.

Tune in for insights on building a high-performing, integrated sales and marketing strategy. Subscribe to The Insiders and explore durhamlane’s “Selling at a Higher Level” methodology.

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com. 

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at [email protected]. 

Discover how aligning sales and marketing can drive business success and create a seamless revenue team. In this episode, Mark Green, EMEA VP at Domo, joins Richard Lane to discuss:

• The role of consistency, collaboration, and data-driven decision-making in uniting sales and marketing.
• How marketing has evolved beyond lead generation to influence customer retention, renewals, and growth.
• The shift towards adoption marketing and the impact of AI-driven tools in optimising decision-making.
• The transformation of content strategy and events, with a focus on tailored, persona-driven engagement.
• The future of B2B marketing, including the rise of Account-Based Marketing (ABM), predictive analytics, and Revenue Operations (RevOps).

Tune in for insights on building a high-performing, integrated sales and marketing strategy. Subscribe to The Insiders and explore durhamlane’s “Selling at a Higher Level” methodology.

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com. 

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at [email protected]. 

Discover the power of integrating creativity and humour into your marketing to drive business growth and deliver exceptional customer experiences. In this episode, Goetz Posner, Global Head of Marketing and Customer Experience at Amadeus, joins Richard on the podcast to discuss:

• The art of creating impactful marketing strategies that prioritise audience engagement
• How to infuse sales and marketing efforts with creativity and humour
• Techniques for transforming marketing campaigns into memorable experiences
• The importance of understanding and anticipating customer needs to foster deeper connections and loyalty

“You can only learn or grow when you make mistakes. We'd all prefer to avoid them, but there isn't just one path forward. It's important to empower people to try, knowing that if things don't work out, they can learn and improve by trying a different approach.” - Goetz Posner

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com. 

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at [email protected]. 

Storytelling is not just reserved for those big moments, in fact storytelling is the fabric of all communication connecting 8 billion people across the world...and Jamie can help you harness its power. 

Jamie Mackenzie (author of 28 Bags of Sprouts – Storytelling with Impact) knows all about this from his work on pulling together 5 businesses from 3 countries, under 1 new global banner – Jamie joined Richard on the podcast to share his thoughts on: 

• The journey of writing and self-publishing a book
• How his sprout model can enhance the impact of your communication
• How to overcome challenges in implementing storytelling techniques

“Storytelling is start, middle and end. It's always been like that since the start. Use the Sprout model, but stick with it. 

Keep practising it and keep using it. You will see the impact because you're tapping into the elements that human beings want, which is stories and a storytelling approach. It's in our human nature to respond to it.” - Jamie Mackenzie 

Jamie’s book, 28 Bags of Sprouts – Storytelling with Impact, is available on Amazon now. 

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com. 

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at [email protected]. 

When undertaking a massive project of any kind, sometimes you only know where you should have started once you’ve gained understanding and it’s too late to go back and do it again.  

Chris Betton (UK and EMEA Marketing Manager, HIPER Global UK) knows all about this from his work on pulling together 5 businesses from 3 countries, under 1 new global banner – Chris joined Richard on the podcast to share his successes and lessons learned on: 

• The challenges of creating content that resonates with multiple audiences whilst still staying true to HIPER Global UK’s value proposition 
• The importance of authenticity and effective communication 
• The need for agility and innovation in marketing strategy – particularly in the tech marketing space 

“If an idea comes from somewhere unexpected, embrace it, because all it takes is for something different to crop up, and you might have something completely new to try in the market that suddenly starts to resonate. How are you going to know that until you try it?” - Chris Betton 

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com. 

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at [email protected].