Edmund Frey is a veteran revenue leader and former Chief Revenue Officer at Spryker, where he led global sales expansion and helped the company become a market leader. With 30+ years in enterprise sales at organisations like Oracle, Adobe, and SAP, Edmund now serves as Founder & Managing Partner of Edventure Capital, a go to market advisory and early stage investment firm. forming teams in today’s challenging market. In this episode, Edmund tackles this challenge head on, sharing 7 actionable strategies to accelerate sales rep ramp time and build a more resilient, high-performing sales team. He outlines how streamlining processes by 30% can shrink onboarding time by an equal 30% (and even cut failure rates by 50%) , and explains how focusing your existing talent on the right opportunities can drive 30 to 40% more sales with the same headcount . Edmund also offers a fresh perspective on targets, suggesting that giving top reps smaller quotas can sometimes yield better results than chasing ever increasing numbers, an approach aimed at sustaining team morale and success in tough times. Listeners will come away with a practical framework to maximize their sales team’s performance and morale, all while efficiently navigating the current economic headwinds.

00:00:00 Introduction – Meet Edmund Frey (ex-Spryker CRO) and overview of the episode’s theme.
00:03:15 Career Journey – From Adobe and SAP to scaling Spryker’s global sales organization.
00:07:30 Resilience & Productivity – Why modern B2B sales teams must do more with less.
00:10:45 Ramp Time as a Priority – Measuring ramp-up and accelerating new rep onboarding.
00:15:00 7 Principles for Efficient Ramp – Edmund’s framework for rapid sales team ramp-up.
00:18:20 Hiring Profile – Hiring reps with the right capabilities for your market.
00:20:10 Steady Onboarding – Avoiding the pitfalls of over-hiring and training overload.
00:22:00 Focusing Resources – Deploying your best reps on high-value deals and opportunities.
00:24:15 Smart Quota Setting – Setting fair, motivating targets from the start.
00:26:05 Communicating OKRs – Translating big objectives without overwhelming the team.
00:28:00 Twin Ramping – Pairing new hires with veteran mentors to speed up learning.
00:30:00 Process Improvement – Streamlining workflows to cut ramp time and errors.
00:33:00 Managing Change – Guiding veteran AEs when quotas suddenly increase (e.g. $2M to $5M).
00:36:00 Sales & Marketing Alignment – Holding marketing accountable to shared revenue goals.
00:38:00 “First 90 Days” – Edmund’s recommended onboarding playbook for new sales leaders.
00:40:00 Conclusion – Key takeaways and final advice for revenue leaders.