Emma Ward is a 2 time winner of the Making Moves award at The Elites, our awards night. This award recorgnises a woman in a commercial role in tech sales who is not only a high performer, but also an advocate for other women and works outside of their organisation to drive change for women in the industry.

You might be thinking….how did she win this award not once but 2 years running? So today I asked her just that.

In this value-packed episode, we cover how she encourages high performance. She shares her goal-setting framework, feedback matrix, and how she makes sure that her team hits target. We then discussed being an advocate for women and making a real difference by bringing more people into the industry at entry level.

Lastly, we chatted about the 5 key things businesses need to look at to change their DNA to make real change for women, instead of just quick wins and looking at diversity as a tick box exercise.

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• SDRs of London
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Rachael Raymond has worked in male-dominated industries her whole career, and sadly, is no stranger to gender bias and discrimination.

She is now the Head of Broker Sales at Funding Circle, and on today's episode,e we discuss how to be unapologetically you, stay true to your core values, and speak up for prejudice.

I felt so empowered after this chat where Rachael showed real examples of where she’s been hit by sexism, and how she had the resillience, and courage to overcome it. Throughout this episode, we discuss authenticity, adaptability, and confidence.

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• SDRs of London
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See you next week! 🚀

Adam Kosky started his career in sales and has transitioned over to CS, now leading Enterprise and Global Strategic Accounts at Panaseer. Previously, he has worked for brands such as Spotify, Unlockd and Meta.

Today, we discuss how to scale your career and book of business. This episode is packed with value for those deciding on whether they should work for a startup or scale up, as well as huge amounts of insight on how to grow your book of business if you’re in account management or customer success.

In this episode, we cover the difference between being a specialist vs a generalist, and deciding which company is right for you. We then discuss the foundations your CS team needs to have in place to impact the output and value for your client in a positive way, running a CS audit, segmenting your book of business, and working with pre-sales.

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What is it really like to work at a playbook company?

Luke Rogers, Vice President, EMEA at ComplyAdvantage gives a real insight into what it takes to work at one.

“It’s down to the leaders who run these elite high-performance companies to make sure they are diverse, tolerant of different views and beliefs, and that respect is given to everyone no matter what.” 👏

Playbook-trained Luke Rogers has scaled AppDynamics, Instabase, and now ComplyAdvantage. If that's not impressive enough, he’s also got a degree in Artificial Intelligence & Cybernetics with Mandarin Chinese.

Which is why I was so excited when Luke agreed to appear on our Sales Unfiltered channel to discuss…

🤔The brutality behind playbook companies
🧱 How to build a playbook company
📈 The hard truth about high-performance cultures
👩‍💻 Why hiring mistakes leave the deepest scars

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Reb Comer, Account Manager at Hook, joins me today on Sales Unfiltered to discuss how to prevent churn.

This is one of the most actionable episodes we’ve done where Reb shares advice on how to spot risk, keep customers engaged, and how to effectively split your time.

Churn isn’t always a bad thing, but it's integral to understand your customer health, and Reb gives some real-life examples on how to do this. We discuss tracking key indicators for risk, the difference between good and bad customer engagement, creative ways to trigger customer engagement, engaging with quieter accounts, and Reb shares how she plans her week, going through each day and her key objectives.

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If you've enjoyed this episode, please do let us know what you think by leaving us a quick review and subscribing.

See you next week! 🚀

In a turbulent market, it's important to futureproof your career whether you're in role, or in between. Gavin Walsh, Regional Vice President at Zendesk, joins me today to share his advice on how to do just that.

With an incredible career working with brands such as Google, LinkedIn, WeWork, and now Zendesk, Gavin knows how to lead a successful career, and in this episode, he shares an insight into what he looks for when hiring.

This is a masterclass, and I urge you to listen to this episode as we unpack curiosity and why we’re so bad at selling ourselves, but so good at selling software. He gives advice on how to collaborate, ask smart questions, and learn from others. Lastly, we cover coachability, Gavin's framework, and looking for a coach.

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Laura Moniz De Aragão has had an incredible career in tech sales, working at companies such as Darwin, Nudge, and is now the RVP Sales, Global Strategic Accounts at BetterUp.

She is also the new mum of 2 and recently returned to work after a year of maternity leave.
Laura is the epitome that women don’t have to choose between a career and motherhood; you can do both.

Today, we discuss thriving after maternity leave, and she walks us through the skills she has developed from being a mother: persistence, prioritisation, and patience.

We cover what businesses can do to help mothers return to work more smoothly, ways to tackle that feeling of impostor syndrome on return, and what a good maternity policy looks like.

She says, “It’s not just about offering policies—it’s about fostering a culture where new parents feel supported, seen, and valued.”

Laura is such an inspiration and clearly an incredible mother, so I can’t wait for you all to learn something from today's episode.

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“Organisations are dreadful at crisis management and conflict transformation.”

On this episode, William Perry, Vice President of Global Sales at Lucanet speaks about how we can equip sales teams with the tools of conflict management.

William gives real-life examples on managing conflict, and what his years of working with International Government Institutions, Peacebuilding organisations, the Foreign Service, and US Department of State has taught him when building a successful GTM Sales team.

“Conflict is the pursuit of incompatible goals by different groups.

When people think of conflict, they automatically deploy the avoidance style of conflict management.

There are 5 different styles of conflict management; understanding those styles are crucial to building a formidable way of operating when you’re in a crisis situation.”

Listen to this episode to find out what they are, and how to put them into practice.

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• SDRs of London
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If you've enjoyed this episode, please do let us know what you think by leaving us a quick review and subscribing.

See you next week! 🚀