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.