How do you lead a sales team through constant change and stay sane doing it?

In this episode we’re joined by Chris DeNoia - Chief Revenue Officer, professor, and long-time sales leader to unpack what it really takes to transform a sales organisation from the inside out. From his early days in product management to driving billion-dollar growth in Silicon Valley, Chris shares the hard-won lessons behind leading through disruption, embedding strategy fast, and balancing performance with purpose.

We dig into why CROs today face shorter tenures, faster pivots, and higher expectations than ever before and how the best leaders adapt without losing their teams. Chris also shares practical insights on discovery, incentives, and using AI intelligently (not just because it’s trendy).

What You’ll Learn

- Leading Through Change: How to balance quick wins with sustainable transformation and avoid the “big bang” failure trap.

- The CRO Playbook: Why discovery, alignment, and testing small make or break modern revenue leadership.

- Smarter AI: What AI can (and can’t) do for your sales team and why productivity isn’t always the real problem.

Chris doesn’t just talk about transformation - he’s lived it. This episode is a masterclass in how to steady the ship, turn the tanker, and keep your team thriving in a world that never slows down.

The Sales Transformers Podcast is produced by Urban Podcasts.

What if bridging cultural gaps could supercharge your sales teams worldwide? In this episode of the Sales Transformers Podcast, we explore global sales enablement with Ben Perton, Senior Director of International Enablement at RingCentral and RES board member.

Drawing from his leadership roles at Entrado and RingCentral, Ben shares actionable strategies for overcoming language barriers, navigating cultural nuances, and proving ROI in diverse markets like Japan, India, and Europe.

What You'll Learn

- Regional Adaptation: Tailor training programmes to align with local languages and cultural norms for maximum engagement and respect.

- ROI Measurement: Track key metrics like deal velocity, win rates, and revenue growth to demonstrate the tangible value of enablement programmes.

- Project Discipline: Identify and cut underperforming initiatives early to focus resources on high-impact strategies.

Ben’s approach helps build adaptive sales teams that drive measurable results across borders.

The Sales Transformers Podcast is produced by Urban Podcasts.

How do you transform a sceptical sales team into a powerhouse of change? Tim, a seasoned sales leader, shares his journey from selling fax machines in the 1980s to driving growth at tech giants and startups. His leadership hinges on building trust, understanding motivations, and using an “asking, not telling” approach. Focusing on the “why” behind strategies, Tim embeds change effectively.

Navigating global cultures and high-stakes transformations, Tim emphasises empathy, clear communication, and keeping work fun. He advocates for autonomy, avoiding rigid plans, and making small, value-driven tweaks to spark growth.

The Sales Transformers Podcast is produced by Urban Podcasts.

How do you conquer imposter syndrome and pivot careers to seal million-dollar deals at global giants? In this episode of Sales Transformers, Matt and Chris sit down with Marize George, a sales powerhouse who's risen from Egypt's engineering roots to dominating the UK tech sales scene after a decade of battling self-doubt.

Drawing from her experience, Marize shares her playbook: turning objections into wins, empathy-fuelled leadership over mere niceness, and the grit to embed lasting processes that weather global storms.

Sales Transformers: Turning The Tanker is produced by Urban Podcasts.

Got a sceptical sales team you want to fire up for your new offer? In this episode of Sales Transformers, Matt and I share how we’ve done this, pulling from our time with massive global sales teams. We break down our AKDE framework: assess, know, do, embed - which turns seller doubt into excitement.

We know why salespeople cling to old ways - they worry new approaches might flop or hurt client bonds. By ditching jargon for clear, customer-first strategies, we share how to arm sellers with the tools and confidence to succeed.

The Sales Transformers Podcast is produced by Urban Podcasts.

How do you lead a global sales team through massive change without losing steam? In this episode of the Sales Transformers podcast, we’re joined by Greg Smith, a senior sales leader who’s driven billion-dollar turnarounds at tech giants like Lenovo. From his Royal Air Force roots to steering teams from commodity sales to high-value solutions, Greg shares why salespeople resist change and how leaders can spark lasting transformation.

We explore Greg’s “mosquito theory” and why embedding new habits is harder than learning them. Greg breaks down setting clear expectations, coaching with finesse, and overcoming imposter syndrome, all while sharing practical tips for turning sales teams into revenue machines in a fast-changing world.

The Sales Transformers Podcast is produced by Urban Podcasts.

How can sales leaders steer their teams through seismic shifts in an AI-driven world? In this episode, we sit down with Sheevaun Thatcher, VP of Enablement at Demandbase and a veteran of transformative roles at Salesforce, Slack, RingCentral, and Actuate. Sheevaun unpacks the art of pivoting sales teams to new strategies or markets, sharing battle-tested insights on aligning leadership, closing the boardroom-to-frontline divide, and fostering crystal-clear communication.

We dive into tackling AI overwhelm, uniting misaligned business units, and streamlining processes to empower sellers to focus on what they do best—closing deals. This episode is packed with practical strategies for leading with clarity and driving results in today’s fast-evolving sales landscape.

Sales Transformers: Turning The Tanker is produced by Urban Podcasts.

How do you scale a sales team to billions without tailing off and losing steam? On this episode of Sales Transformers, Matt and Chris sit down with Ehrika Gladden, who skyrocketed a business from $353M to $1.1B in a year. Drawing from Cisco, Logitech, and Sorenson, she shares her playbook: sports-inspired coaching, tight processes, and unrelenting accountability that turn sceptics into revenue drivers. Like Mikel Arteta at Arsenal (her favourite team) Ehrika aligns teams on a bold vision, cuts excuses, and blends innovation with discipline.

Ehrika dives into empowering sellers with customer-first insights, showing how AI can sharpen their game—if used right. She tackles the “trophy-for-all” workplace, channelling NFL grit like James Harrison to balance tough love with psychological safety. This episode delivers actionable wisdom for leaders hungry to ignite precision and passion in their teams.

The Sales Transformers Podcast is produced by Urban Podcasts.