In this episode of Inside the Funnel, Richard Lane sits down with Rosanne Darrow, VP of Marketing and Communications at Siemens Healthineers, to unpack how one of the world’s largest healthcare organisations is rethinking demand generation - and what it takes to drive commercial impact at scale.

Rosanne has spent over 20 years at Siemens, leading marketing across global and regional roles. Her focus today is simple: drive demand, enable sales, and deliver measurable commercial results.

But in a market that’s changing fast, that’s easier said than done.

Buyers are more digital-first than ever. In fact, 62% of medtech buyers now prefer a rep-free experience at the early stages of their journey.

At the same time, sales teams are under pressure to focus on high-value conversations - not chasing unqualified leads.

So how do you bridge that gap?

In this conversation, Rosanne shares how Siemens Healthineers shifted from a volume-driven marketing model to a more structured, end-to-end demand engine - one that prioritises qualification, nurtures opportunities properly, and delivers real pipeline impact.

We get into:

• Why traditional MQL models were breaking down — and frustrating sales teams
• How SDRs became a critical layer between marketing and sales
• The role of digital-first buying behaviour in reshaping go-to-market strategy
• How to prove a new model internally without disrupting your sales team
• What “good” looks like when it comes to alignment, content, and customer journeys

If you’re still measuring success

To mark both the 50th episode of our podcast and 15 years of durhamlane, Richard Lane and Lee Durham break down the lessons that have shaped their approach to outbound.

From spreadsheets and cold calls to AI and global SDR programmes - this is the thinking behind the results.

What you'll learn:

• Why mindset beats tools - every time
• The difference between activity and pipeline that converts
• Why cold calling still works (despite what people say)
• How to build SDR programmes that actually perform
• Why better questions outperform better pitches
• The real role of AI in outbound sales
• What separates meetings from real opportunities

In this episode of The Insiders, Richard Lane is joined by Jessica Cook, Head of Marketing at Vector, to explore why storytelling has become one of the most powerful growth levers in modern B2B marketing.

From building pipeline without a traditional demand gen function to creating a brand that genuinely resonates with marketers, Jessica shares practical insights from her journey leading marketing at a fast-growing SaaS business and why content is no longer a “nice to have”.

The conversation covers brand, content, leadership buy-in and what it really takes to stand out in a crowded market.

1. Why there is no marketing without content
2. How storytelling is shaping the future of marketing leadership
3. Growing pipeline through brand-led activity
4. What most companies get wrong with swag and brand experiences
5. The role CEOs play in successful marketing strategies
6. Building demand by understanding your audience deeply