True Conversations

Buyers can now tell when an email was written by AI, and they’re tuning it out. So where are enterprise conversations actually coming from?

Tom Happé sits down with Robbie McGregor, Co-Founder of Sentrama, a former CRO who built a phone-first outbound platform after scaling revenue in his previous business without adding headcount.

In this episode:

• Why Sentrama moved from LinkedIn and email to phone-first, and why buyers now want human conversations
• Why data is the fuel: pre-qualifying with AI typically removes 40–60% of a “target” list before a single dial
• Why SDR is no longer an entry-level job: junior SDR roles are falling while senior SDR demand rises
• The two outbound problems, infrastructure and pitch, and how to fix each
• What 600,000+ logged call transcripts reveal about how each ICP responds
• Why you should have 100 conversations with your market before scaling any campaign, especially when entering the UK
• The three types of company that need outsourced outbound, including the “fingers burnt”
• Why Sentrama built an AI caller and chose not to use it
• What outbound looks like when nobody can forecast beyond six months

If you lead sales, marketing or revenue at a B2B tech company and your outbound is getting louder without getting results, this one’s for you.

Chapters
00:00 Intro: Robbie McGregor, Co-Founder of Sentrama
01:21 From CRO to founder: why build Sentrama
05:03 The pivot to phone-first
09:35 Data is everything: AI pre-qualification
14:42 Hiring SDRs: the hardest job in sales
19:13 Infrastructure vs. pitch
22:13 600,000 observed pitches
23:40 Test your market with 100 conversations
26:41 Who outsourced outbound is right for
29:56 Why AI callers don’t work
33:17 The next two years of outbound
36:39 Cleaning up the outbound industry

🔗 Connect with Robbie on LinkedIn: Robbie McGregor
🔗 Sentrama: sentrama.com
🔗 TrueLeads: trueleads.com

True Conversations is a TrueLeads production.

The conversation explores the power of referrals in sales and the impact they have on business growth. It delves into the challenges of asking for referrals and the importance of building a referral system. The process of measuring referral success and implementing referral programs is also discussed, highlighting the value of warm introductions and trust in business relationships.

Takeaways

• Importance of Referrals
• Building a Referral System

Chapters

• 00:00 Introduction and Background
• 00:49 The Power of Referrals
• 03:24 The Impact of Referrals on Sales
• 04:48 Challenges in Asking for Referrals
• 10:39 Building a Referral System
• 22:36 Measuring Referral Success
• 27:51 Implementing Referral Programs

Most B2B sellers think LinkedIn success means becoming a content creator. Mandy McEwen founder of Mod Girl Marketing and Luminetics, and a social selling practitioner since before the term existed says that's backwards.

In this episode of True Conversations, Tom Happé sits down with Mandy to unpack what actually drives pipeline on LinkedIn in 2026:

→ Why fear, not lack of skill, is the real reason most sellers never start
→ How to optimise your profile so it works like a landing page, not a CV
→ The "Friendly Leader Method" for outreach that doesn't feel like a pitch
→ Why LinkedIn's algorithm now rewards new voices over follower count
→ Where AI genuinely helps social selling — and where it kills authenticity
→ A realistic 90-day plan to build a social selling habit that sticks

Whether you're a founder, a sales rep, or leading a team that's sitting on an untapped LinkedIn opportunity, this conversation is a practical playbook — not theory.

🔗 Connect with Mandy McEwen: linkedin.com/in/mandymcewen
🔗 Learn more about TrueLeads: trueleads.com

In this episode of the True Conversations Podcast, Tom Happé sits down with sales leader and social selling pioneer Ian Moyse to unpack what modern B2B sales really looks like in today’s AI-driven world.

With decades of experience scaling startups, leading sales teams, and driving growth across the tech industry, Ian shares practical insights on everything from pipeline generation and qualification to social selling, coaching SDRs, and standing out in an increasingly noisy market.

The conversation dives into:

• Why social selling is often misunderstood
• The biggest mistakes sales reps make on LinkedIn
• How AI is changing prospecting and buyer behaviour
• The importance of qualification and asking better questions
• Why most sales teams struggle to hit target
• How to build authentic relationships that actually convert
• The difference between selling for startups vs enterprise brands
• Actionable advice for SDRs and BDRs looking to succeed in modern sales

Packed with real-world stories, tactical advice, and honest insights from years in the trenches, this episode is a must-listen for anyone in B2B sales, leadership, SaaS, or revenue growth.

In this episode, Tom Happé interviews James Donaldson, co-founder of Stacky, to explore a major sales team blunder: relying on tools rather than mastering the basics.

They delve into why more technology doesn’t guarantee better results, the silent killers of pipeline stemming from poor CRM setup and inadequate follow-up, and the unique practices of high-performing SDR teams. James shares practical insights from building and scaling outbound teams, including strategies to double meeting output without hiring additional reps.

Key takeaways include:

- Understanding the mismeasurement of sales team performance.

- The fundamentals of effective cold calling and outbound strategies.

- Structuring SDR incentives for sustained pipeline growth.

- Optimising AI usage without overwhelming your team.

- Deciding when to outsource versus building an SDR function in-house.

- Identifying essential tools for sales teams (hint: fewer than you think).

This episode is for sales leaders, SDR managers, and founders aiming to build predictable pipeline amidst the tech and AI hype. It helps cut through the noise and focus on what truly drives results.

In this episode of True Conversations, technology sales veteran Steve Branney joins Tom Happé. With over 35 years of experience across major enterprises and startups, Steve offers valuable insights into the evolution of business development.

They delve into how business development has transformed from cold calling and directories to AI, LinkedIn intelligence and digital prospecting. Steve shares practical advice on building meaningful relationships, expanding beyond traditional IT contacts and why top salespeople prioritise understanding business objectives over pushing products.

The conversation explores the tension between short-term targets and long-term relationships, the growing importance of personal connection in a world of automation and why sales professionals must become educators and trusted advisors.

Steve also covers:

Strategies for using LinkedIn effectively in enterprise sales

The benefits of cultivating broad relationships within accounts to reduce risk

Finding the right balance between AI tools and genuine human interaction

The resurgence of face-to-face meetings

Building pipeline when entering a new market

Whether you’re new to sales or a seasoned professional, this episode provides honest, experience-driven insights into what truly works in modern business development.

In this episode of True Conversations, Tom Happé sits down with Kirsty Dawe, CMO at Lead Forensics, to discuss the evolution of modern B2B marketing and the importance of focusing on revenue rather than vanity metrics.

Drawing from her extensive experience in agency and client-side marketing, Kirsty provides valuable insights. She explains how marketers can better align with sales, develop a robust Ideal Customer Profile (ICP) and effectively track the true impact of marketing within the increasingly complex buyer journey.

The conversation covers various topics including attribution models, the role of AI in marketing, intent data, social selling and the significance of accurately identifying website visitors.

This episode is packed with practical insights for B2B marketers, SaaS professionals, demand generation specialists and sales teams. It offers actionable strategies to drive pipeline and revenue in today’s competitive market.

Key takeaways from the episode include:

- The importance of prioritising revenue in B2B marketing.

- The significance of defining and refining your Ideal Customer Profile (ICP).

- How website visitor identification can uncover hidden opportunities.

- The challenges posed by marketing attribution in intricate buyer journeys.

- The transformative impact of AI on demand generation and outreach.

- The critical need for sales and marketing alignment.

- The role of social selling and LinkedIn in modern B2B sales.

Kirsty also shares her forward-thinking perspective on the future of B2B marketing, the potential of AI to reshape marketing teams and her strategies for generating pipeline and revenue within a 90-day timeframe.

In this episode, Tom sits down with Simon McMahon, CMO at Bollé Products & Signet, to explore how modern CMOs fuel business growth and scale marketing within B2B companies.

Simon recounts his journey from graphic designer to Chief Marketing Officer, illustrating how marketing becomes the growth engine for successful businesses.

They delve into key topics such as:

- Scaling marketing beyond sales capabilities.

- Determining when a company should hire a CMO.

- The significance of aligning marketing and sales efforts.

- The importance of understanding the customer journey.

- How thought leadership establishes brand authority.

- The actual impact of AI in contemporary marketing.

- Balancing measurable ROI with intangible brand value.

Si also provides a detailed breakdown of his 90-day plan upon joining a new company, including strategies for identifying quick wins refining positioning and building a marketing engine for sustained growth.

This episode offers practical insights for founders marketers and sales leaders alike, empowering them to transform marketing into a genuine revenue driver.

In this episode, we meet a seasoned Channel Sales Director, Gary Read who offers an unfiltered look at the true requirements for success in channel sales.

He shares his journey from entering a company without a CV and securing his first role to leading strategic partnerships across the UK and Ireland. This conversation delves into the importance of relationships, authenticity and long-term trust in sales. We explore the essence of channel sales, its enduring significance in reaching the market and how vendors and partners can collaborate effectively to achieve success.

This episode is packed with real stories practical advice and honest perspectives on various aspects of sales including cold calling and AI. It’s a must-listen for anyone in sales partnerships or tech.

In this episode, Tom Happé interviews digital consultant, AI trainer and keynote speaker Andrew Miles Davis to explore how artificial intelligence is transforming the sales and marketing industries.

Andrew shares his unique journey through the evolution of the internet from moderating chat rooms for Pop Idol and Liverpool FC to helping launch MySpace in the UK and now training businesses worldwide on generative AI.

They discuss:

* Why salespeople who ignore AI risk falling behind

* The tools modern sellers should be using

* How AI can act as a personal digital sales team

* Why personal branding on LinkedIn is more important than ever

* The growing overlap between sales and marketing

* How to use AI without losing the human connection that closes deals

* Why Andrew believes 2026 is the ‘golden era’ of AI

They also discuss the future of sales roles, the balance between automation and human relationships and why the best salespeople will be those who combine AI efficiency with genuine human trust and rapport.

This conversation will provide practical insights for sales, marketing and business leadership professionals on how to remain competitive in the AI-driven future of work.