What makes someone walk away from a lifelong dream of becoming a barrister and instead build a standout career in tech sales?

In this episode, Mark Edwards sits down with Alexandra Wilkinson, Sales Director for Microsoft. Alex shares how she went from a working-class, Northern, law graduate to leading major sales teams at Virgin Media, Vodafone, NTT and Microsoft – and why she believes her law degree, her accent and her “uniqueness” have all been secret weapons, not barriers.

They dive into:

• Why tech is one of the most powerful career paths for women who want both ambition and family life

• The reality behind “Women in Tech” – stats, stories, opportunities and what still needs to change

• The importance of role models and using your background (Northern, Welsh, working class, whatever it is) as an advantage, not something to hide

• Alex’s work with the National Literacy Trust and why literacy and digital skills are now make-or-break for opportunity

• Her favourite large-scale hospitality event (hint: 5,000 people and Tottenham Hotspur’s stadium)

• The changing world of hybrid work, travel, and what younger sellers might be missing if they never experience a buzzing sales office

If you’re in tech, in sales, a woman thinking about your next move – or a leader wondering how to support and keep great female talent – this conversation will give you a ton to think about (and probably make you smile).

In this episode, I’m joined by Simone Warren, Sales Director for Technology, Media & Telco at NCC Group, with a career spanning global names like Microsoft, BT, Siemens, Virgin Media, and Alibaba.

Simone shares her journey from telesales to leading international sales teams, offering powerful lessons on:

• How clarity, research, and genuine customer focus remain timeless sales principles.

• The evolving role of cybersecurity—shifting from fear and features to business outcomes and board-level conversations.

• Breaking barriers as an Asian woman in tech, and how she built credibility in a male-dominated industry.

• Coping with pressure and resilience, from growing up in Singapore’s high-stakes education system to leading teams through the intensity of enterprise sales.

Simone also discusses her memoir The Fate We Make—a planned trilogy exploring heartbreak, hurting, and healing—and how family, resilience, and perspective shape her outlook on business and life.

If you’re in sales, leadership, or simply fascinated by the intersection of tech, people, and resilience, this conversation is packed with practical insights and inspiration.

👉 Available now on YouTube, Spotify, and Apple Podcasts.

Performance, Points Boards & the Power of People — with Nick Martin

In this episode of The Channel Zone, host Mark Edwards sits down with seasoned consultant Nick Martin to explore the evolution of sales, consulting, and collaboration in the tech world. From early career points boards to today’s AI-powered disruption, this candid conversation covers what’s changed, what’s stayed the same, and what really matters: people, performance, and perspective.

Nick shares insights from decades in tech—reflecting on the old-school motivation of public sales metrics, how the modern workplace is evolving to support mental health, and why transparency and teamwork beat private performance conversations every time.

The duo dives into:

• 🔍 The challenges of digital transformation as an ongoing mindset shift

• ⚖️ AI’s influence on legal services and other regulated industries

• 🤝 Why genuine networking still beats LinkedIn profiles

• 📉 How private equity’s grip on the MSP space is changing client relationships

• 📈 The role of creativity, strategy, and compliance in modern consulting

Whether you’re a veteran seller, a startup strategist, or just curious about how the tech and consulting landscape is shifting, this episode delivers sharp thinking with a human touch. The video version of this podcast can be found on our YouTube channel.

In this episode, Mark Edwards sits down with Roy Ferrari, SAP GTM Lead at HCLTech, for a wide-ranging conversation on what it takes to build a billion-pound partnership in the modern enterprise tech landscape. Roy shares insights from the recent SAP Sapphire event in Madrid, the importance of face-to-face interaction in today’s digital-first world, and HCLTech’s evolution from a systems integrator to a strategic SAP partner.

They dig into the rise of AI in sales—from proposal automation to RFP response generation—and what that means for the future of the sales profession. Roy also offers a candid take on the declining quality of sales qualification, the over-reliance on relationships, and why understanding the decision-making ecosystem is more important than ever.

Key Questions Explored:

- What is the role of a go-to-market lead in tech partnerships?

- How is AI reshaping the sales process?

- Why are in-person meetings still critical in an age of automation?

Whether you're in enterprise sales, partnerships, or tech strategy, this episode delivers valuable lessons on adaptation, alignment, and authenticity in modern selling.

In this episode, I interview Mark Shephard, or Shep, EMEA Cloud Alliances Leader at Okta, to explore a remarkable journey from the armed forces to the forefront of cloud sales strategy. We unpack the power of extensibility in tech platforms, the strategic value of collaboration with AWS, and how lessons from sports and the military shape leadership in high-performance environments.

Shep offers insight into the role of a cloud alliances leader, highlighting the trust, forecasting, and teamwork required to thrive in the fast-moving AWS marketplace. Whether it's aligning resellers, enabling regional partners, or simplifying customer transactions, this conversation is a masterclass in modern tech sales collaboration.

You’ll also discover how rugby and military discipline translate to business effectiveness, why Okta sponsors McLaren F1, and what it really means to conduct a sales orchestra.

In this episode of The Channel Zone Podcast, I’m joined by Al Stephens, founder of Darwin Technology Solutions, for a powerful conversation about shaking up the traditional IT procurement model.

Al shares how Darwin is helping IT leaders cut through complexity, connect with the right vendors, and make smarter technology decisions—fast. We dive into what’s broken in the old buying process, why so many organizations end up with overlapping solutions, and how Darwin’s collaborative, data-informed approach is changing the game.

We also touch on the real-world challenges of founding and running a tech business, the importance of delegation, and how emerging technologies like AI are accelerating everything.

👉 If you’re in tech leadership, channel sales, or just wrestling with vendor overload, this one’s for you.

In this powerful and thought-provoking episode, we’re joined by Earl Talbot, a seasoned tech sales professional turned solopreneur, consultant, coach, and best-selling author. Earl shares his journey from the frontline of sales to building Creative Muscle Ltd, where he now helps individuals and teams unlock their true potential.

Together, we dive deep into the human side of sales—the grit, the grind, and the resilience it takes to keep showing up. Earl opens up about the mental and emotional toll that sales can take, the importance of building inner strength, and how neurodiversity plays a crucial role in navigating professional and personal challenges.

Whether you're in sales, leadership, or simply looking for an honest conversation about growth and self-awareness, this episode offers insights, inspiration, and plenty of real talk.

🎧 Listen now and strengthen your creative muscle.

🎙️ In this episode, we’re joined by Harrison Kauffman – Account Director at boxxe and a rising star in the world of social selling. If you’ve spent any time on LinkedIn or TikTok, chances are you’ve seen one of Harrison’s energetic, insightful videos.

A natural-born salesman with a passion for storytelling through social media and video, Harrison shares the journey that sparked his interest in content creation. He also breaks down why building your social presence isn’t just a nice-to-have – it’s becoming essential in today’s sales landscape.

Whether you're a seasoned seller or just starting out, Harrison’s perspective is packed with practical advice and contagious enthusiasm. Don’t miss it.