Scale Sessions

In this episode of Scale Sessions, hosts Tom Lavery and Nicola Anderson are joined by Heather Staff, co-founder of Street Group, to explore her journey from family-run roots to revolutionising UK property tech. Heather shares how her success was shaped by bootstrapping, sibling collaboration, and strong values. Learn how to scale while preserving culture, why direct mail still works, and how to juggle leadership with new parenthood. A must-listen for founders navigating growth, investment, and the realities of entrepreneurial life.
What you will learn:

• How bootstrapping enabled Street Group to maximise value before taking investment
• Why direct mail remains a powerful marketing tool, even for tech companies How to effectively co-found a business with family members
• Why trusting your gut instinct during hiring decisions can be crucial
• The value of building professional networks early
• Why transparent consumer-facing technology can enhance professional services businesses
• How to maintain company culture during growth 
• The importance of selecting investors based on relationship building and alignment 

Heather Staff co-founded Street Group, a pioneering property technology company transforming the UK estate agency sector. With a background in accounting from KPMG and deep family roots in real estate, she has successfully led Street Group alongside her brother Tom to serve over 4,000 estate agents. Known for developing innovative solutions, including Spector and Street.co.uk, Heather has revolutionised how estate agents operate through mobile-first technology and consumer-focused applications. After bootstrapping the company for eight years, she secured strategic investment while maintaining majority ownership, demonstrating her expertise in sustainable business growth.
Scale Sessions offers you straight-talking, unfiltered chats with growth leaders. We bring real-world insights from female revenue leaders on the front lines. Our guests are hands-on change-makers navigating the daily challenges of scaling businesses. Whether you're a CRO, VP of Sales, or a marketing leader, Scale Sessions delivers candid, no-nonsense advice to help you boost revenue and overcome growth roadblocks. Get ready for practical takeaways you can implement immediately for real impact.
Let’s start scaling.

In this episode of Scale Sessions, hosts Tom Lavery and Nicola Anderson are joined by Sophie Carter, Founder of Tractioners and fractional CRO, to discuss transforming sales culture. They explore the shift from traditional sales management to coaching-focused leadership, strategies for attracting more women into sales leadership, and how to build a high-performing, inclusive sales team. Sophie shares actionable insights on leadership development, healthy competition, and redefining sales as a profession. Tune in for expert advice on scaling a thriving sales organization.
What you will learn:

• The Role of a Fractional Leader: Making Impact & Exit Strategy
• Breaking Down the Gender Gap in Sales Leadership
• Reframing Sales as a Creative & Strategic Career
• The Art of Sales Coaching: Beyond Numbers & Targets
• Building a Healthy Sales Culture Through Co-Creation
• Future of Tractioners & Personal Growth in Sales Leadership

Scale Sessions offers you straight-talking, unfiltered chats with growth leaders. We bring real-world insights from female revenue leaders on the front lines. Our guests are hands-on change-makers navigating the daily challenges of scaling businesses. Whether you're a CRO, VP of Sales, or a marketing leader, Scale Sessions delivers candid, no-nonsense advice to help you boost revenue and overcome growth roadblocks. Get ready for practical takeaways you can implement immediately for real impact.
Sophie Carter is a seasoned revenue leader, and founder of Tractioners, a consultancy that helps scaling businesses optimize their commercial operations. With over a decade of experience from corporate roles at Microsoft and Sony to working with startups and tech giants like Meta, Sophie specializes in coaching sales leaders and designing effective go-to-market strategies. After starting her career at NFO World Group (now Kantar) and recognizing her natural affinity for sales, she boldly transitioned from corporate life to entrepreneurship. She now splits her time between consulting, coaching, and teaching sales skills workshops through True North. 
Welcome to Scale Sessions: straight-talking, unfiltered chats with growth leaders. We bring real-world insights from female revenue leaders on the front lines. Our guests are hands-on change-makers navigating the daily challenges of scaling businesses. Whether you're a CRO, VP of Sales, or a marketing leader, Scale Sessions delivers candid, no-nonsense advice to help you boost revenue and overcome growth roadblocks. Get ready for practical takeaways you can implement immediately for real impact.
Let’s start scaling.

In this episode of Scale Sessions, host Nicola Anderson leads a discussion with revenue leaders Hannah Ajikawo, CEO and Founder of Revenue Funnel, Penny Orme, Director at Revintis, and Aly Read, CCO at Seed Legal. Together, they explore the transformative power of feedback, sharing strategies for fostering psychologically safe environments where feedback drives growth. The conversation covers effective mentorship, adapting feedback styles, and the role of diversity in leadership development. Listeners will gain practical tips for strengthening feedback cultures, building meaningful mentor relationships, and accelerating career progression. 
Hannah Ajikawo is the CEO and Founder of Revenue Funnel, a B2B go-to-market consulting firm launched in 2021. With 17 years of sales experience across various roles, she helps tech companies and scale-ups simplify their go-to-market strategies. Her expertise in revenue optimization and team development offers valuable perspectives on creating inclusive feedback cultures.
Penny Orme is a veteran sales leader with 30 years of experience. She most recently served as Chief Customer Revenue Officer before transitioning to advisory roles. She works with executives and boards through Revelesco while running her own business. As co-author of "The Female Sales Leader," she brings deep insights on mentorship and leadership development in sales.
As Chief Commercial Officer at Seed Legal, Aly Read oversees sales, marketing, growth, partnerships, and international expansion. With 11 years of sales leadership experience, including 7.5 years managing teams of 10-60+ people at Funding Circle, she provides practical strategies for creating effective feedback environments and developing sales talent.

In this episode of Scale Sessions, host Nicola Anderson leads a discussion with revenue leaders Hannah Ajikawo, CEO and Founder of Revenue Funnel, Penny Orme, Director at Revintis, and Aly Read, CCO at Seed Legal. Together, they explore the transformative power of feedback, sharing strategies for fostering psychologically safe environments where feedback drives growth. The conversation covers effective mentorship, adapting feedback styles, and the role of diversity in leadership development. Gain practical tips for strengthening feedback cultures, building meaningful mentor relationships, and accelerating career progression. 

Scale Sessions offers you straight-talking, unfiltered chats with growth leaders. We bring real-world insights from female revenue leaders on the front lines. Our guests are hands-on change-makers navigating the daily challenges of scaling businesses. Whether you're a CRO, VP of Sales, or a marketing leader, Scale Sessions delivers candid, no-nonsense advice to help you boost revenue and overcome growth roadblocks. Get ready for practical takeaways you can implement immediately for real impact.

Let’s start scaling.

In this episode of Scale Sessions, hosts Tom Lavery and Nicola Anderson are joined by Penny Orme, Director at Revintis and co-author of The Female Sales Leader. Penny is a seasoned sales executive with 30 years of experience. She shares insights on navigating leadership as a woman in sales, the power of mentorship, and fostering allyship in male-dominated spaces. She also explores work-life balance, career growth strategies, and diversity in sales teams. Tune in for actionable advice on building inclusive and high-performing sales teams.
Penny Orme has over 30 years of experience leading revenue teams across startups and global enterprises, including SUSE, Meta, iManage, and Causeway Technologies. She has built and scaled go-to-market functions that drive sustainable growth and now advises boards and executives on sales strategy while coaching sales leaders. A three-time Top 10 EMEA Sales Leader and Pavilion’s Top 50 CROs to Watch, Penny is committed to increasing diversity in sales as co-author of The Female Sales Leader.
Welcome to Scale Sessions: straight-talking, unfiltered chats with growth leaders. We bring real-world insights from female revenue leaders on the front lines. Our guests are hands-on change-makers navigating the daily challenges of scaling businesses. Whether you're a CRO, VP of Sales, or a marketing leader, Scale Sessions delivers candid, no-nonsense advice to help you boost revenue and overcome growth roadblocks. Get ready for practical takeaways you can implement immediately for real impact.
Let’s start scaling.

In this episode of Scale Sessions, hosts Tom Lavery and Nicola Anderson are joined by Emma Lynas, Business Development Lead at Accurx, to discuss her career journey from law to health tech. Emma shares insights on navigating cultural shifts between corporate and mission-driven environments, the value of coaching in leadership, and strategies for building effective teams. With a focus on scaling within a mission-driven organization, this episode offers valuable lessons for leaders and innovators in fast-growing industries.

Emma Lynas is the Head of Business Development and Bids at Accurx, a Series B health-tech company that’s transforming how healthcare teams communicate. With extensive experience leading cross-functional teams at Accurx and Amazon, Emma has mastered the art of coaching senior leaders and managing managers to drive impactful results through layers of delegation.

Welcome to Scale Sessions: straight-talking, unfiltered chats with growth leaders. We bring real-world insights from female revenue leaders on the front lines. Our guests are hands-on change-makers navigating the daily challenges of scaling businesses. Whether you're a CRO, VP of Sales, or a marketing leader, Scale Sessions delivers candid, no-nonsense advice to help you boost revenue and overcome growth roadblocks. Get ready for practical takeaways you can implement immediately for real impact.

Let’s start scaling.

In this episode of Scale Sessions, hosts Tom Lavery and Nicola Anderson welcome Lisa Rauch, Director of Sales, EMEA, at FareHarbor. Lisa shares her incredible journey through the travel and hospitality industry, reflecting on how frontline experience shaped her sales skills and leadership style. She discusses navigating cultural nuances, fostering curiosity in sales teams, and entering diverse global markets. Lisa also opens up about work-life balance, the value of mentorship, and the challenges of thriving in male-dominated environments. Packed with actionable insights, this episode is a guide to building high-performing teams and mastering global sales dynamics.


Lisa Rauch is the Director of Sales, EMEA at FareHarbor, with over 20 years of experience in the travel and hospitality industry. Known for her success in opening new markets, scaling teams, and leading with curiosity, Lisa has worked across APAC, the U.S., and Europe. Her leadership has driven impressive growth and lasting change in competitive environments. Before joining Fareharbor, she held director and associate Director roles at Oakwood Worldwide and Agoda before taking a year out of work to raise her daughter. 


Let’s start scaling.


Welcome to Scale Sessions: straight-talking, unfiltered chats with growth leaders. We bring real-world insights from female revenue leaders on the front lines. Our guests are hands-on change-makers navigating the daily challenges of scaling businesses. Whether you're a CRO, VP of Sales, or a marketing leader, Scale Sessions delivers candid, no-nonsense advice to help you boost revenue and overcome growth roadblocks. Get ready for practical takeaways you can implement immediately for real impact.

In this episode of Scale Sessions, hosts Tom Lavery and Nicola Anderson welcome Alanna Flynn, Sales Manager at Super Payments, to discuss her fascinating journey from professional acting to sales leadership. Alanna shares how her background in performing arts has equipped her with unique skills, such as resilience, adaptability, and effective communication. The conversation explores the role of mentorship in personal development and the evolving role of human-centric skills in an AI-driven sales environment. Tune in for actionable insights and inspiring career advice!

Alanna Flynn is a dynamic Sales Manager with a unique background that spans professional acting and sales leadership. After honing her skills at drama school, Alanna transitioned into sales, where she discovered a passion for helping clients solve problems and achieve their goals. Alanna has worked with major brands like Visa, Facebook, and Uber, where she implemented significant changes to sales processes that enhanced team performance and revenue growth. Her commitment to personal development and mentorship has made her a strong advocate for fostering growth within her teams. She emphasises the importance of feedback and continuous learning.


Let’s start scaling.

Welcome to Scale Sessions: straight-talking, unfiltered chats with growth leaders. We bring real-world insights from female revenue leaders on the front lines. Our guests are hands-on change-makers navigating the daily challenges of scaling businesses. Whether you're a CRO, VP of Sales, or a marketing leader, Scale Sessions delivers candid, no-nonsense advice to help you boost revenue and overcome growth roadblocks. Get ready for practical takeaways you can implement immediately for real impact.


Episode Highlights
00:00 Intro  
00:55 - From Stage to Sales 
03:32 - The Art of Pitching in Sales
07:07 - The Power of Improv in Sales 
12:52 - Mentorship in a Male-Dominated Industry 
14:23 - Feedback as a Growth Tool
19:23 - Nurturing and Developing a Sales Team
23:31 - Empowering Sales Teams
28:28 - The Future of Sales in the Age of AI 
29:28 - Empowering Teams Through Personal Development 

Welcome to Scale Sessions: straight-talking, unfiltered chats with growth leaders. We bring real-world insights from female revenue leaders on the front lines. Our guests are hands-on change-markers navigating the daily challenges of scaling businesses. Whether you're a CRO, VP of Sales, or a marketing leader, Scale Sessions delivers candid, no-nonsense advice to help you boost revenue and overcome growth roadblocks. Get ready for practical takeaways you can implement immediately for real impact.

Let’s start scaling.


In this episode of Scale Sessions, hosts Tom Lavery and Nicola Anderson welcome Sophie Allen, Founder of Trampoline, to discuss her entrepreneurial journey and expertise in scaling SDR recruitment. Sophie shares how she transitioned from a long tenure at Venetrix to building her own business, navigating challenges in a male-dominated industry, and fostering resilience in sales. Explore her insights on scaling teams, navigating AI in sales, and crafting a standout personal brand, making this episode a must-listen for sales and business leaders alike.

Sophie Allen is an award-winning SDR recruiter and sales coach with over 12 years of experience. She has partnered with 500+ SaaS companies to hire and train emerging talent, placing and coaching more than 3,000 SDRs. In 2023, Sophie founded Trampoline, a recruitment company dedicated to helping SaaS businesses build high-performing sales teams. Passionate about outbound prospecting and the human touch in sales, Sophie champions the SDR role as a vital launchpad for careers and a cornerstone of successful GTM strategies.



Episode Highlights
[00:00] Intro  

[00:03:51] Navigating a Male-Dominated Industry  

[00:09:08] Key Traits of Top-Performing SDRs  

[00:13:21] The Future of SDRs in an AI-Driven World  

[00:17:51] Retention Through Clear Communication  

[00:26:13] The Challenges of Entrepreneurship  

[00:29:35] The Power of Personal Branding on LinkedIn

Welcome to Scale Sessions: straight-talking, unfiltered chats with growth leaders. We bring real-world insights from female revenue leaders on the front lines. Our guests are hands-on change-markers navigating the daily challenges of scaling businesses. Whether you're a CRO, VP of Sales, or a marketing leader, Scale Sessions delivers candid, no-nonsense advice to help you boost revenue and overcome growth roadblocks. Get ready for practical takeaways you can implement immediately for real impact.

Let’s start scaling.

In this episode, hosts Tom Lavery and Nicola Anderson are joined by Rachel Kay, Director of Education at Learning People Global, to explore the evolving world of education and career development. With over 30 years in learning solutions, Rachel shares her expertise in communication, being the only female in the room, and how career changers might be the perfect new addition for your team. Tune in for actionable insights on career progression and how to build your team’s accountability in large projects..

Rachel Kay is a seasoned leader in learning solutions with over 30 years of experience. As the Director of Education at Learning People Global, she drives growth through product development strategies that are in line with client and industry challenges. Rachel has held senior board-level positions, including Chief Learning Officer at Babington, where she drove product development strategies to address client and industry challenges.


Episode Highlights

• [00:00] Intro  
• [00:01:10] The Role of a Director of Education 
• [00:03:20] Emerging Job Markets in Tech
• [00:04:25] Navigating Male-Dominated Environments
• [00:13:14] Building High-Performing Teams Across Cultures
• [00:17:07] Empowering Career Changers
• [00:20:22] The Need for Curriculum Evolution
• [00:28:27] The Power of Curiosity in Leadership
• [00:29:27] Rapid Fire Round