Sales teams don’t fail because of a lack of data, they fail because they overlook behaviours, systems, and the fundamentals that drive performance.
In this episode of Because Growth Matters, Daniel sits down with George Brontén, CEO of Membrain and author of Stop Killing Deals, to explore how complex B2B sales can be simplified and transformed.
George shares why traditional CRM systems frustrate sales teams, how shifting focus from data to behaviours changes results, and the role of AI in augmenting (not replacing) human thinking.
You’ll hear George’s take on why many CRM implementations fail, how coaching frontline managers is the biggest lever for performance, and why sales leaders need to embrace systems thinking to truly engage all stakeholders.
Timestamps
00:00 Introduction to George Brontén, CEO of Membrain
01:46 AI, automation, and the future of sales technology
02:49 Being a partner-first company
05:12 The real driver of sales performance
06:19 Evolution and perception of CRM systems
08:10 Lessons from building and scaling Membrain
11:23 How you sell matters
17:52 The number one problem in complex sales
20:10 Insights from Stop Killing Deals
23:05 How AI can enhance thinking (but not replace it)
25:38 Why CRM systems got a bad reputation
31:26 The importance of coaching in sales leadership
33:48 Having the right KPIs in place
37:09 Evaluating AI tools and avoiding the hype
42:01 Advice to a mid-level sales manager that wants to give their career a boost
44:01 Core values and culture at Membrain
If you enjoyed this episode, please subscribe to Because Growth Matters, share it with your network, and leave us a rating or review. It helps more sales professionals discover these conversations!
Would you like to be a guest on Because Growth Matters or learn more about working with Growth Matters International? Fill out the application form HERE.
Connect with Daniel:
LinkedIn: Daniel Robus
Website: https://www.growthmattersintl.com
Connect with George
Website: https://www.membrain.com
Book: Stop Killing Deals
LinkedIn: George Bronten
If your business is obsessed with numbers but neglecting the people behind them, you need to make a change.
In this episode of Because Growth Matters, Daniel is joined by global CX leader and keynote speaker, Claire Boscq, to explore what truly makes organisations thrive.
With over 30 years of experience in customer experience, emotional intelligence, and employee engagement, Claire discusses the importance of building cultures rooted in trust, care, and authenticity.
They talk about reinventing your career, leading with intuition, and how companies can move from transactional service to transformational experience, create emotional connections at scale, and use AI as a force for deeper human connection.
Timestamps:
00:00 Introduction to Claire
02:02 Overcoming childhood challenges
02:58 Reinvention and career shifts
04:29 Finding balance and personal energy
05:33 Pandemic struggles and building resilience
07:25 The importance of customer experience
10:44 Defining customer experience vs customer service
18:38 Building trust and engagement in sales teams
20:22 The struggles of middle management
22:06 Balancing management and leadership
22:55 Creating a supportive and people-first workplace
28:04 The role of technology in enhancing CX
30:34 The future of customer experience and AI
32:16 Resources and recommendations
Please don’t forget to subscribe and rate the show 5 stars if you enjoyed!
Would you like to be a guest on Because Growth Matters or learn more about working with Growth Matters International? Fill out the application form HERE.
Connect with Daniel:
LinkedIn: Daniel Robus
Website: https://www.growthmattersintl.com
Connect with Claire:
Website: https://claireboscq.com/
LinkedIn: Claire Boscq
Upcoming events: https://claireboscq.com/event/
If you’re not using AI in your sales process, you’ll start to fall behind.
Daniel sits down with sales consultant and podcast host Fergal O’Carroll to explore how sales managers can build frameworks that drive predictable results, create accountability across teams, and use AI to accelerate growth.
Fergal shares the lessons he wished he’d known when stepping into sales management, the importance of account planning frameworks, and why objectives must always be tied to time and money.
You’ll learn how to boost sales velocity, manage underperformance, and coach sellers without falling into the ‘hero manager’ trap.
Timestamps
Timestamps00:00 Introduction to Fergal01:22 Sales in Ireland03:41 How Fergal got into sales management05:43 Sales Management Frameworks That Work08:41 Key strategies for managing sales teams13:22 Driving revenue from existing clients15:50 Setting objectives and strategies18:41 Reviewing account plans22:58 Fixing revenue stalls and improving sales velocity24:20 Deal sizes and lack of ambition24:12 Continuous discovery and higher win rates28:46 Planning and sales cycle length25:35 The role and expectations of sales managers36:33 Using AI in sales processes41:59 Fergal’s career highlights
If you enjoyed this episode, make sure to subscribe to Because Growth Matters on your favourite podcast app, leave us a review, and share the episode with your network. It helps more sales leaders discover these conversations.
Would you like to be a guest on Because Growth Matters or learn more about working with Growth Matters International? Fill out the application form HERE.
Connect with Daniel:
LinkedIn: Daniel Robus
Website: https://www.growthmattersintl.com
Connect with Fergal:
In today’s episode, rising star Marianthe Panas, a South African actress making her mark on the London stage, reveals what it really takes to break into London’s competitive musical theatre scene.
From her sold-out cabaret Here I Am to her breakout role in Starlight Express, Marianthe shares the truth about life as a performer and the discipline, resilience, and daily grind it takes to make it.
She opens up about leaving Durban during the pandemic to study musical theatre in London, navigating the challenges of auditions and rejection, and how faith and support systems keep her grounded.
Timestamps
00:00 – Introduction to Marianthe Panas
01:33 – The challenges of pursuing a career in acting
03:17 – Life in London vs growing up in South Africa
08:26 – Marianthe’s sold-out show
12:05 – How Marianthe knew that performing was for her
16:00 – Support systems and mentorship through tough times
17:43 – Honing her skills to land her first role
20:05 – Daily routines as a performer
23:33 – Juggling auditions, part-time work, and income streams
26:23 – Handling rejection and finding joy outside of performing
30:20 – Rituals for resilience
31:22 – Preparing for auditions
34:20 – What helps Marianthe to bounce back
36:51 – Marianthe’s most memorable performance and dream roles
38:21 – The 1% that makes her stand out
If you enjoyed this conversation, make sure to subscribe to Because Growth Matters and rate the show 5 stars!
Would you like to be a guest on Because Growth Matters or learn more about working with Growth Matters International? Fill out the application form HERE.
Connect with Daniel:
LinkedIn: Daniel Robus
Website: https://www.growthmattersintl.com
Connect with Marianthe:
Instagram: @marianthe_panas
More leaders need to start believing in the skills and capabilities of others!
In this episode of Because Growth Matters, Daniel sits down with accomplished sales and business leader Tracy Embree to unpack the lessons she’s learned from a career spanning engineering, manufacturing, technology, and high-growth business environments.
Tracy shares how early mentors and a willingness to embrace risk shaped her career trajectory, moving from chemical engineering into executive leadership and sales.
She opens up about navigating challenges as a woman in male-dominated industries, the critical importance of self-belief, and why running toward the “hard stuff” can create breakthrough opportunities.
They also discuss the future of leadership in the age of AI, how to balance long-term strategy with short-term demands, and the power of collaboration in executive teams.
Timestamps
00:00 Introduction to Tracy Embree
02:59 Tracy’s early career
06:15 From engineering to leadership and sales
07:47 Misconceptions and realities of sales
10:57 Navigating challenges as a female leader
13:05 Advice for graduates and young professionals
14:37 AI, leadership, and the future of work
16:36 Balancing long-term vision with short-term demands
18:09 Common leadership mistakes and how to avoid them
22:48 Personal reflections and future plans
30:10 Mentorship and ruthless prioritisation
32:21 Recommendations for books and resources
35:11 Leaders to look at for inspiration
38:38 The 1% shift
40:20 Connect with Tracy
If you enjoyed this episode, make sure to subscribe to Because Growth Matters so you never miss new conversations with today’s top business leaders.
If you found value, please rate and review the show on your favourite podcast platform and share this episode with colleagues who want to lead with impact!
Would you like to be a guest on Because Growth Matters or learn more about working with Growth Matters International? Fill out the application form HERE.
Connect with Daniel:
LinkedIn: Daniel Robus
Website: https://www.growthmattersintl.com
Connect with Tracy
LinkedIn: Tracy Embree
Sales leadership isn’t just about teaching people how to close deals.
Daniel Robus sits down with Bernadette McClelland, founder of the Sales Leadership Academy and internationally recognised keynote speaker, to explore what truly drives sales performance.
Bernadette shares how self-leadership, role clarity and deliberate disruption can transform teams from average to high-performing.
She challenges outdated sales training methods, highlights why psychological safety is the secret weapon for sales success, and reveals why conviction and certainty are the real products every salesperson sells.
Timestamps
00:00 Intro to Bernadette
01:40 Bernadette’s journey to the US and earning the “Einstein Visa”
03:11 The thrill of public speaking and speaking from the heart
04:27 Life in Denver, Colorado
05:29 How Bernadette got into sales
07:26 Why true sales leadership is about energy
09:49 The hidden challenges holding sales leaders back
18:52 Building high-performing sales teams without a scarcity mindset
25:38 The importance of psychological safety and the CARES framework
28:53 Role models to learn from
30:56 How to connect with Bernadette and work with the Sales Leadership Academy
31:53 Advice for someone stepping into sales enablement
32:54 What is the 1% that leads to exponential growth
If you enjoyed this episode, don’t forget to subscribe to Because Growth Matters, share it with your network, and leave a rating and review on your favourite podcast platform.
Connect with Daniel:
LinkedIn: Daniel Robus
Website: https://www.growthmattersintl.com
Connect with BernadetteLinkedIn: Bernadette McClelland
Speaker Website: https://www.bernadettemcclelland.com/
Sales Leadership Academy: https://salesleadershipacademy.com/
If you’ve ever stared at a PowerPoint slide deck while wondering why your audience looks bored to tears, this episode is going to shift everything.
Daniel sits down with the unforgettable Richard Mulholland, former rock ’n’ roll roadie turned presentation expert, founder of Missing Link, and author of Relentless Relevance.
Rich shares what he’s learned about how sales leaders can present, pitch and persuade like true professionals, whether online, in a boardroom or on a stage in front of thousands.
They discuss what it really means to earn the applause before you step on stage, why professionalism needs to be redefined, how to overcome the fear of rejection in sales, and what the best salespeople all have in common.
Whether you’re a business leader, salesperson or aspiring speaker, this conversation is packed with practical tools, fresh perspectives and moments that will make you rethink how you present yourself and your ideas to the world.
Timestamps:
00:00 Welcome and introduction to Richard Mulholland
01:42 From roadie to presentation expert, how Rich’s journey began
05:16 Why most presentations fail and how to fix them
15:06 How to sell effectively on Zoom and Teams
21:26 Challenging outdated ideas of professionalism
27:28 The advantage of age in your career
31:21 Overcoming fear of rejection in sales
33:56 Climbing Cringe Mountain
35:39 Wildest sales pitch
36:55 Balancing work and life as a modern leader
39:47 Redefining masculinity and gender roles
44:09 Dream dinner guests and the art of rhetoric
48:20 Richard’s new book
49:28 Professional speaking training
50:54 Contact Richard
If you enjoyed this episode, please tag us on LinkedIn and let us know what your biggest takeaway was.
Connect with Daniel:
LinkedIn: Daniel Robus
Website: https://www.growthmattersintl.com
Connect with Richard:
LinkedIn: Richard Mulholland
Missing Link website: https://msnglnk.com/
Richard’s books: https://www.richmulholland.com/books/
Is your sales team truly set up for long-term success, or are you stuck in a cycle of short-term wins and high turnover?
In this episode, Daniel sits down with Darren Mitchell, host of The Exceptional Sales Leader podcast, to unpack the challenges behind developing high-performing sales teams.
With over 20 years in sales and leadership, Darren shares why traditional sales promotions fail, how companies unknowingly sabotage their sales leaders, and what it actually takes to create a culture of ethical, sustainable sales growth.
They explore the psychology of leadership, how to coach with intention, and why listening is a sales leader’s most powerful skill.
Timestamps
00:00- Introduction to Darren
00:59- Darren’s journey from engineer to sales leader
06:19- Fast-tracking sales careers through mentorship
07:21- Why great sellers often struggle as leaders
15:32- Building a strong sales team through trust and accountability
19:24- How organisations can actually support sales leaders
26:47- Selling ethically and playing the long game
34:20- The most underrated leadership skill
37:08- Darren’s top 3 resources for sales leaders
43:54- The 1% difference that changed Darren’s career
46:41- Get in touch with Darren
Don't forget to subscribe, rate the show, and share it with someone in your sales network who needs to hear this conversation.
Connect with Daniel:
LinkedIn: Daniel RobusWebsite: https://www.growthmattersintl.com
Connect with Darren:
Website: https://exceptionalsalesleader.com/
LinkedIn: Darren Mitchell
Podcast: The Exceptional Sales Leader Podcast
It’s time to stop chasing metrics and actually lead a sales team that performs.
Daniel sits down with sales coach, speaker, and author Mike Weinberg to talk about what effective sales management really looks like.
Mike shares a clear framework for accountability, why coaching is non-negotiable, and how managers can shift out of reactive mode and into leading high-performing teams.
They discuss the issues caused by poor leadership from the top, the challenges of post-COVID sales, and how to fix broken sales cultures.
This episode is packed with practical advice for any sales leaders.
Timestamps
00:00 Introduction to Mike Weinberg
02:57 Why baseball is the perfect sales analogy
04:57 Are you managing sales or just updating a CRM?
08:04 When Mike realised that sales is much more than just closing a deal
13:19 A 3-part framework for sales accountability
23:04 Why great sellers often fail as managers
26:22 The difference between managing and doing
29:36 Post-COVID sales and mastering the fundamentals
35:05 Where AI helps (and hurts) in sales management
39:13 The biggest change Mike has noticed in readers of his books
44:29 Who sales leaders should be listening to
46:37 How to prevent burnout as a sales manager
50:01 Balancing empathy and results focus
52:09 The 1% shift for growth
If you found this episode valuable, subscribe to Because Growth Matters on your favourite podcast platform.
Don’t forget to rate, share, and leave us a review to help more sales leaders build high-performing, sustainable teams.
Connect with Daniel:
Growth Matters Intl on LinkedIn
Growth Matters International Website
Connect with Mike:
What if you could grow a business to a million in revenue without sending a single cold email?
In a world obsessed with high-volume outreach, Christi is doing things differently and it’s working!
In this episode, Daniel sits down with Christi Loucks, founder of Howdy Sales, to unpack the strategy that’s helped her build a high-performing sales consultancy focused on warm leads, real relationships, and relevance over volume.
They discuss the difference between lead generation and true pipeline building, why most founders don’t understand modern prospecting, and how AI is changing the sales game.
Christi also shares the personal lessons behind her transition from HR to sales leader to founder, including her biggest sales mistake, the tech tools she swears by, and what she’s learned from being told to “F off” in a cold email…
Timestamps
00:00 Introduction to Christi
00:49 Life in Denver
02:51 Christi’s journey to founding Howdy Sales
06:20 What Howdy Sales does
07:18 Challenges in modern prospecting
09:03 What is misunderstood about being a hunter
11:20 Why founders and CEOs struggle to understand modern prospecting
13:58 What makes a hunting rep unstoppable in today’s environment
15:24 Email vs. Phone in Sales
17:04 Building a Successful Sales Pipeline
19:23 Advice for New Sales Managers
22:18 Christi’s goal to hit $1M in revenue without cold outreach
24:23 The role of automation in modern sales
26:44 Balancing technology and human connection
30:59 Christi’s favourite tools and podcast rec
33:42 Lessons from Christi’s sales mistake and what it taught her
35:44 Christi’s 1% shift that changed her career
36:31 Get in touch with Christi
Enjoyed this episode? Follow or subscribe so you don’t miss upcoming conversations with world-class sales thinkers, founders, and leaders!
Connect with Christi:
Connect with Daniel:
In the first episode of Because Growth Matters, Daniel is joined by Tony Cross and Alan Versteeg, co-founders of Growth Matters International.
Together, they look at what it really takes to drive performance at scale, why most sales managers are under-supported, and how their team is on a mission to impact one million people in the profession of sales.
They explore the shift from high-performing rep to effective manager, the mindset needed to unlock team performance, and why coaching is the most overlooked (but critical) habit in sales leadership.
Whether you’re a CRO, founder or sales manager, this episode will challenge your assumptions and show you the practical frameworks that actually drive sustainable growth!
Timestamps
00:00 Introduction to Tony and Alan
02:13 Working virtually
04:56 The true north of Growth Matters
06:12 Defining moments as global founders
07:20 The most surprising thing about running a global business
09:51 The most powerful habit among top sales managers
13:02 Who Alan would have an hour-long interview with
14:40 Mistakes sales teams and leaders make
16:06 The power of one-on-one coaching
22:40 Classroom vs boardroom vs coaching
24:35 What chalk and talk sessions are and why they matter
28:32 The biggest challenges in scaling over the next 10 years
29:40 Where Tony’s flow comes from
31:55 What sales leaders should be doing more of
33:15 What Tony is looking forward to in season 1 of the podcast
34:01 The 1 percent to move your business to the next level
35:23 Final recommendations and how to connect with Alan and Tony
We hope you enjoyed this week’s episode.
If you did, make sure to rate the show 5 stars and subscribe so you never miss an episode.
Connect with Daniel:
LinkedIn: Daniel Robus
Website: https://www.growthmattersintl.com
Connect with Alan
LinkedIn: Alan Versteeg
Website: https://www.growthmattersintl.com
Connect with Tony
LinkedIn: Tony Cross
Website: https://www.growthmattersintl.com
If you’re ready to stop chasing clients and start becoming the person they seek out, this conversation is unmissable!
In this episode, Daniel is joined by bestselling author, speaker, and strategist Douglas Kruger to explore what it really takes to stand out in your industry.
Douglas shares actionable insights on how to grow your authority, attract opportunity, and create demand without relying on old-school sales tactics.
He unpacks how to shift from being a “pie man” to a guru, the three traits every industry icon needs, and why technology like AI should never replace the human element.
Douglas shares some incredible stories that show how the power of a single good idea can transform your sales and career.
Timestamps
00:00 Intro to Douglas Kruger
00:51 Life in Jersey
03:33 How a shy kid became a five-time world public speaking finalist
06:22 Behavioural shortcuts and how Douglas helps companies improve performance
07:43 What AI is doing to sales and not being afraid of tech
14:28 The difference between a “pie man” and a guru in business
16:53 The number one mistake sales teams make when trying to grow
21:59 Looking for your bright spots
24:29 Balancing business and writing books
26:51 Douglas’s new thriller novel
29:52 The importance of a unique signature
38:12 Poverty is not a necessary thing
44:39 Why sales teams should focus on zero-to-one behaviour
47:02 What distinguishes an icon in the industry
51:51 Douglas’s final mindset principle for success in any field
If you enjoyed the episode, please make sure to subscribe and share the podcast.
Connect with Daniel:
LinkedIn: Daniel Robus
Website: https://www.growthmattersintl.com
Connect with Douglas:
Website: https://www.douglaskruger.com/
LinkedIn: Douglas Kruger
Welcome to Because Growth Matters, the podcast for sales professionals, business leaders, and growth-driven teams who want to rethink how they lead, coach, and grow in today’s ever-changing sales landscape.
Hosted by Daniel Robus, this show looks at the small, intentional shifts that make a big impact. Each week, you’ll hear conversations with standout sales managers, enablement leaders, and C-suite executives uncovering what truly drives extraordinary growth.
If you're ready to lead with more purpose, clarity, and results, you're in the right place.
Follow now so you never miss an episode!
Connect with Daniel:
LinkedIn: Daniel Robus
Website: https://www.growthmattersintl.com