In this episode, Lisa Eaton passionately shares that marketing has evolved from the "colouring-in department" to a crucial growth engine. Once seen as a cost center, marketing is now as essential as sales in driving business success. Lisa explains how marketers must embrace commercial strategy, focus on proven tactics, and measure ROI to make a real impact. Forget busy work—today’s market demands strategic, revenue-driven marketers who can drive customer acquisition and brand growth. This episode is a must-listen for marketers looking to level up and prove their worth.

Tune in for insights on building a high-performing, integrated sales and marketing strategy. Subscribe to The Insiders and explore durhamlane’s “Selling at a Higher Level” methodology.

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

Discover how aligning sales and marketing can drive business success and create a seamless revenue team. In this episode, Mark Green, EMEA VP at Domo, joins Richard Lane to discuss:

• The role of consistency, collaboration, and data-driven decision-making in uniting sales and marketing.
• How marketing has evolved beyond lead generation to influence customer retention, renewals, and growth.
• The shift towards adoption marketing and the impact of AI-driven tools in optimising decision-making.
• The transformation of content strategy and events, with a focus on tailored, persona-driven engagement.
• The future of B2B marketing, including the rise of Account-Based Marketing (ABM), predictive analytics, and Revenue Operations (RevOps).

Tune in for insights on building a high-performing, integrated sales and marketing strategy. Subscribe to The Insiders and explore durhamlane’s “Selling at a Higher Level” methodology.

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

Discover the power of integrating creativity and humour into your marketing to drive business growth and deliver exceptional customer experiences. In this episode, Goetz Posner, Global Head of Marketing and Customer Experience at Amadeus, joins Richard on the podcast to discuss:

• The art of creating impactful marketing strategies that prioritise audience engagement
• How to infuse sales and marketing efforts with creativity and humour
• Techniques for transforming marketing campaigns into memorable experiences
• The importance of understanding and anticipating customer needs to foster deeper connections and loyalty

“You can only learn or grow when you make mistakes. We'd all prefer to avoid them, but there isn't just one path forward. It's important to empower people to try, knowing that if things don't work out, they can learn and improve by trying a different approach.” - Goetz Posner

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

Storytelling is not just reserved for those big moments, in fact storytelling is the fabric of all communication connecting 8 billion people across the world...and Jamie can help you harness its power.

Jamie Mackenzie (author of 28 Bags of Sprouts – Storytelling with Impact) knows all about this from his work on pulling together 5 businesses from 3 countries, under 1 new global banner – Jamie joined Richard on the podcast to share his thoughts on:

• The journey of writing and self-publishing a book
• How his sprout model can enhance the impact of your communication
• How to overcome challenges in implementing storytelling techniques

“Storytelling is start, middle and end. It's always been like that since the start. Use the Sprout model, but stick with it.

Keep practising it and keep using it. You will see the impact because you're tapping into the elements that human beings want, which is stories and a storytelling approach. It's in our human nature to respond to it.” - Jamie Mackenzie

Jamie’s book, 28 Bags of Sprouts – Storytelling with Impact, is available on Amazon now.

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

When undertaking a massive project of any kind, sometimes you only know where you should have started once you’ve gained understanding and it’s too late to go back and do it again.

Chris Betton (UK and EMEA Marketing Manager, HIPER Global UK) knows all about this from his work on pulling together 5 businesses from 3 countries, under 1 new global banner – Chris joined Richard on the podcast to share his successes and lessons learned on:

• The challenges of creating content that resonates with multiple audiences whilst still staying true to HIPER Global UK’s value proposition
• The importance of authenticity and effective communication
• The need for agility and innovation in marketing strategy – particularly in the tech marketing space

“If an idea comes from somewhere unexpected, embrace it, because all it takes is for something different to crop up, and you might have something completely new to try in the market that suddenly starts to resonate. How are you going to know that until you try it?” - Chris Betton

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

It’s true that we are often our own biggest critic, and it’s easy to pick at parts of yourself that are less than perfect. But where the real challenge lies, is to be genuinely receptive of your own self-reflections, to learn from your past mistakes and to use them to guide your future successes.

Dave Mackay (Sales Director, sa.global) joined Richard in the podcast studio for this candid and honest discussion about:

• Advocating for a culture of trust and understanding between departments, for the good of the business as a whole
• The benefits of a sales career, if you’re willing to invest time in yourself to reap the rewards
• Recognising traits in yourself that could be harmful to your future success – and more importantly, how to turn them around.

“There's more of a requirement for people that really want to become sales professionals to be absolute self-starters and self-learners - because there isn't that framework out there. So if you want to do it, go and do it, because the rewards and the opportunities and what sales gives back are just unbelievable.” - Dave Mackay

Many people with careers in sales say they ‘fell’ into their role. And as another fellow member of the Happy Trip Up Club, Luke Robinson (Head of New Business at Wolters Kluwer) is no exception.

In this episode, hear from Luke as he shares with Richard:

• The importance of facing up to challenges and growing from them
• How embracing opportunities for growth can take your career in unexpected (but good) directions
• Thoughts on imposter syndrome and how to recognise your strengths and skills
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"Just seek out the next scary thing in your career - because the moment that you have to do it, I think that's when you find out whether you actually can." - Luke Robinson

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

Without a solid go-to-market (GTM) strategy, you might not be cutting through the noise to reach your audience and launch your product or service successfully. So, how do you make sure your GTM strategy packs the punch it needs? Hear it straight from an industry expert – in this episode, Adam B Needles (CEO of ANNUITAS) shares his thoughts on:

• The motivation behind Adam’s book, The Chief Growth Officer’s Handbook
• The importance of post-sale engagement
• Growth Ops mindsets, and how to approach them holistically
• Conversations being two-way – using omni-channel feedback collection.

“Conversations are the underlying terra firma of go-to-market. And so the core of effective go-to-market is driving those conversations further.” - Adam B Needles

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com