In this episode of The Art of Sales, Adam is joined by Catherine Allison to unpack why most pitches are won or lost long before the creative idea is judged.

Drawing on the What Clients Think survey, Catherine explains why 71 percent of pitches fail due to softer factors like chemistry, confidence and how teams show up in the room. They explore the fine line between confidence and arrogance, why agencies often default to broadcast mode, and how pitching should feel more like a conversation than a performance.

Catherine introduces the Gravitas Equation: Knowledge + Purpose + Passion - Anxiety = Gravitas.

She explains how this balance helps teams communicate with authority without tipping into ego. From listening properly to understanding your value and being present with clients, this conversation is a reminder that winning business is as much about how you show up as what you show.

https://mastertheart.co.uk/

In this episode, Chris Muldoon shares the story behind Punch, the sales and entertainment agency he co-founded after an early entrepreneurial stint in music. He explains how Punch evolved from a sports and entertainment agency into B2B lead generation and sales development, overcoming the challenges of commission-based models by adopting more scalable approaches.

Chris reflects on key milestones, including implementing the EOS framework to bring structure and clarity to rapid growth, and navigating the cultural shifts brought on by remote working during COVID-19. He stresses the enduring value of human connection in sales, even as AI and automation reshape the landscape, and outlines Punch’s recent expansion into the U.S. market.

Closing with advice for the next generation of salespeople, Chris champions focus, adaptability, and mastering the fundamentals as the keys to long-term success.

https://www.punchb2b.com/

In this episode of The Art of Sales, Adam Graham is joined by Malik Akhtar and Philip Schuster from Bayer, alongside Chris Jones, CEO of Space and Time, to unpack what it really takes to work with Big Pharma today.

The conversation explores how the industry is adapting to talent shortages, cost pressures and post-Covid realities, and why efficiency alone is no longer enough. Malik and Philip share how pharma and consumer health teams are rethinking virtual engagement, creativity and relevance, while Chris offers the agency-side perspective on outcomes, operating models and specialism.

They discuss the growing role of data without becoming slaves to it, the rise of self-care and digital health, and how AI, automation and smarter partnerships are reshaping how brands show up. A recurring theme runs throughout: relevance, trust and tailored approaches matter more than ever.

This episode is a candid look at how agencies can earn their place in complex, highly regulated environments by doing the work that truly matters.

In this episode of The Art of Sales, Adam Graham sits down with Eniko Tarkany-Szucs, who leads strategic partnerships at LinkedIn, to explore what selling looks like when trust comes before targets. Eniko shares her career journey from early social media roles into SaaS, sales leadership and partnerships, reflecting on how her approach has softened over time as relationships became the real long game.

They unpack why the best sales feels more like theatre than pressure, the importance of reading the room, and how confidence often matters as much as competence, especially for women in sales and tech. The conversation also dives into AI’s growing role in sales, where automation can help and where authenticity still matters most. From partnerships and pitching to culture, confidence and human connection, this episode is a reminder that great sales is rarely about pushing harder, and much more about understanding people better.

In this short end-of-year solo episode of The Art of Sales, Adam reflects on what 2025 really felt like for agencies and founders. Not the highlight reel, but the realities beneath the surface.

He touches on familiar themes from the year: longer sales cycles, tighter budgets, plenty of ghosting, and why being busy didn’t always feel secure. Adam also shares a few thoughts on how AI moved from novelty to normal, and why clear thinking and positioning matter more than ever.

Looking ahead to 2026, he offers a handful of simple principles for navigating what’s next, with a reminder that clarity, consistency and human trust still win.

This episode of The Art of Sales takes us inside the global rebranding of Jose Cuervo - Adam Graham speaks with Hanisha Kotecha, former Client Chief Officer at Creature London and Aileen Cotter from Proximo Spirits. This conversation explores how the world’s number one tequila set out to shift long-held perceptions and show the spirit’s true versatility.

Aileen shares the realities of leading a global brand across markets with very different drinking cultures, legal frameworks and expectations. Hanisha lifts the lid on Creature’s pitch process, how they built trust early, and why strategic clarity mattered more than a single creative idea. Together they unpick what it takes to produce a culturally sensitive, modern campaign rooted in real insight, genuine collaboration and a deep respect for Cuervo’s Mexican provenance. It’s a lesson in partnership, process and the craft behind brand transformation.

https://www.moderncitizens.com/

https://proximospirits.com/

In this episode of The Art of Sales, Adam talks with Laura Tannenbaum, CEO of Fabric Social and co-founder of That Lot, the social agency that redefined how brands show up online.

Laura shares her journey from journalism to agency life, from local newspapers in Cambridge to building one of the UK’s most culturally tuned-in creative agencies. She reflects on the early days of That Lot, the power of reactivity in social, and the lessons learned from growing an agency from four people to 150 in just a few years.

Now leading Fabric, Laura talks about scaling fast but right - protecting culture, championing diversity, and creating an environment where creativity thrives. She opens up about managing ADHD, balancing leadership with parenthood, and redefining what it means to lead with authenticity, empathy, and trust.

It’s a conversation about creativity, culture, and the kind of leadership that puts people, not process, at the centre of growth.

https://fabricsocial.com/

In this episode of The Art of Sales, Adam sits down with Matthew Isales, founder of Isales Solutions, to explore how structure and systems can transform the way small businesses sell. From earning $4 an hour in a Dominican Republic call centre to running a global sales consultancy, Matthew shares his journey into the world of CRMs, automation, and scalable sales processes.

They unpack why most CRMs fail, how to fix broken sales pipelines, and the balance between process and personality in modern selling. Expect practical advice on building sustainable systems using tools like Pipedrive, how AI is reshaping sales efficiency, and why true success still depends on the human touch.

Whether you’re a founder still selling on instinct or a sales leader ready to scale, this episode will help you turn your sales chaos into consistency.

https://www.isalessolutions.com/

When Smarty Mobile set out to find a new creative partner, they weren’t just looking for great ideas, they were looking for a true collaborator. In this episode of The Art of Sales, Adam speaks with Jamie Elliott, CEO of The Gate, and Sayed Hajamaideen, Head of Brand and Marketing Communications at Smarty Mobile, about the pitch that led to the award-winning “Less Malarkey, More Smarty” campaign.

They unpack what made the partnership work from day one, from The Gate’s culture-first approach and data-driven storytelling, to Smarty’s belief in transparency, trust, and creative bravery. You’ll hear how the pitch process was designed around collaboration, why listening is the most underrated sales skill, and how both sides built a relationship strong enough to weather tough conversations and bold ideas.

A must-listen for agency leaders, marketers, and anyone who’s ever wanted to understand what makes a winning pitch and a lasting partnership.

https://london.thegateworldwide.com/

https://smarty.co.uk/

Adam Graham sits down with Marcus Elliott Brown, founder of The Great Pitch Company, to explore what really makes a pitch unforgettable. Marcus shares how his background in theatre, sales, and advertising shaped his approach to helping agencies win work, not through tricks or templates, but through authentic human storytelling.

They unpack the anatomy of a great pitch, from qualification and preparation to emotional connection and performance. Marcus explains why the best agencies pitch less but win more, how to avoid “resting pitch face”, and the difference between looking hungry and looking desperate. He also offers advice for handling nerves, building confidence, and creating chemistry in both live and virtual pitch settings.

The conversation goes beyond tactics, touching on the mental health toll of pitching, the importance of saying no, and why every agency should plan to be not just “great now,” but great forever.

If you’ve ever stood in front of a client and tried to sell an idea, this episode is part therapy, part masterclass and proof that pitching, when done well, can be an art form.

https://www.thegreatpitchcompany.com/