Higgle: The B2B Sales Club

Hosted by Mike Lander

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153

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Oct 2026

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About the show

This is Higgle: The B2B Sales Club Podcast, where we bring you actionable insights about sales RFPs, Sales Negotiations and difficult Procurement discussions. It's all about helping you win more deals, and hitting your sales quota. We talk to sales leaders, brand leaders and procurement leaders about lessons learnt on their journey to win more sales deals and get better negotiated outcomes. The podcast is hosted by Mike Lander, an ex procurement director and entrepreneur, talking to guests about their experiences - the good, the bad and the ugly. Please subscribe to get updates when new episodes are released.

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60 recent

October 19, 202632 min

Safety, Trust, Clarity, Challenge: How to Change Anyone's Mind with Mike Mears, Part 1

Why do most people believe they're rational when the evidence says otherwise? Mike Mears, a former Cold War spy who went on to run the CIA's Leadership Academy, returns to the podcast in this episode. This time, he's explaining why intelligent people reject changes they know they need to make. We start with the "burning platform," and why a tactic built on fear quietly shuts down the experimentation you were hoping to unlock. Mike then walks through the 4-step sequence he built from studying the 200 best bosses at the CIA, and what happens when leaders run it backwards. He also gets into the part of the brain that makes decisions before we're aware of them. Topics covered during this episode include: Why the brain treats a disapproving boss much like a physical threat. How the burning platform narrows attention and shuts down experimentation. Why AI adoption gets treated as installation rather than human behaviour change. What ceremonial compliance looks like when employees are quietly afraid. Why running Mike's 4-step sequence in the wrong order can make things very bad. What the "auto brain" does before your logical mind gets involved. How a spy opens a conversation with someone they intend to recruit. Don't miss this look inside the brain that's working against your business case! Mike Mears on LinkedIn: https://www.linkedin.com/in/mike-mears-former-cia-chief-hr-4627a889/

October 5, 202634 min

How to Turn Proprietary Data Into a Real Advantage with Craig Letton

What happens when your biggest customer tells you that you're behind the curve? Craig Letton, CEO of hyble, returns to the podcast for a second appearance. This time, he's letting us in on what it actually takes to rebuild a product around AI. We start with the year Craig spent trying to bolt AI onto a platform that already worked, which ended with nothing to show for it and a customer telling him the business was behind the curve. Craig then explains why the team that scaled the company was never going to be the team that reinvented it. He's also honest about what it costs to ring-fence work like this and why so many of his competitors will never get the budget to try. We finish on how you can keep an AI product from doing something you'd regret. Topics covered during this episode include: Why using AI to improve an existing product can be the wrong approach. How a year of investment produced nothing, and what finally forced a change. Why the people who scale a business rarely build the next one. What changes when your biggest customer helps build the product with you. How three layers of AI adoption deliver very different levels of impact. Why Craig turned out to need a people change rather than a technology change. What user behaviour revealed about demand that nobody had asked for directly. How proprietary context creates moats that generic AI tools cannot replicate. Listen now for an honest account of getting it wrong before getting it right! Craig Letton on LinkedIn: https://www.linkedin.com/in/craigletton

September 21, 202640 min

What Silence From Your Outbound Prospects Really Means with Dave Corlett

What separates persistence that builds relationships from persistence that quietly burns them? In this episode I sit down with Dave Corlett, Growth Director at Shaped By, to unpack the business development principles that have survived nearly two decades of market change. Dave explains how a deliberately low-profile community he built of in-house creative leaders has become one of his most effective routes to new relationships, precisely because nobody in it is ever pitched. We also get into why new business remains an 18-month game, and what that means for anyone under pressure to convert faster. Later, we turn our focus to strategic outbound, which Dave argues will fall apart unless you are clear on what you do and who you do it for. He makes the case that shrinking a prospect list is more powerful than growing one, and shares the kind of approach that gets a response rate most people would struggle to believe. We also talk about what actually happens when high-volume outreach lands with the people you most want to impress. Topics covered during this episode include: Why the fundamentals of business development have not changed. How giving without asking for anything in return builds genuine relationships. Dave's community that quietly turns prospects into clients and advocates. Why 18 months remains the realistic average from first contact to signed deal. How a properly built pipeline machine becomes a tap you can turn. Why persistence pays even when a prospect never replies to anything. How consistency lets you understand what is actually working and what isn't. Why strategic outbound has to start with a solid proposition. The unintended consequences of high-volume email campaigns aimed at your ICP. How shrinking a prospect list creates room for effective personalization. Why community invitations convert far better than trying to show off case studies. What makes LinkedIn commenting effective, and when it becomes cringeworthy. How weighted and unweighted pipeline tracking keeps a board patient and aligned. What it takes to hold your nerve when nothing is converting yet. Don't miss this episode if your board is losing patience with the long game! Dave Corlett on LinkedIn: https://www.linkedin.com/in/davecorlett/

September 14, 202632 min

The Crucial Difference Between AI Efficiency and AI Transformation with Eric Fulwiler

What separates companies using AI for efficiency from those using it for transformation? Eric Fulwiler, Co-founder & CEO at Rival, joins us today to explore why many organizations are incorrectly approaching AI the same way they approached previous technological shifts. We discuss the difference between using AI to improve existing processes and redesigning entire operating models around what the technology now makes possible. Rather than measuring success through incremental efficiency gains, Eric explains why businesses need to rethink the systems behind the work. Later, we examine what will separate organizations that simply adopt AI from those that build something competitors cannot easily replicate. As AI models become increasingly accessible, differentiation shifts toward the workflows, data, governance, and human judgment built around them. Eric also shares how his own company is rebuilding its operating model from the ground up, along with a framework for deciding whether an AI initiative is simply an improvement to the old way of working or a genuine rethink of what's possible. Topics covered during this episode include: How "wave one" of AI improved existing systems through incremental efficiency gains. Why "wave two" is redesigning entire operating models around new technological possibilities. Why short-term thinking keeps many established companies trapped in wave one. How rebuilding an organization requires committing beyond immediate quarterly performance. Why technical talent accelerates meaningful AI transformation inside growing businesses. How workflows become stronger competitive advantages than underlying AI models themselves. What new constraints replace time, expertise, and volume in AI-driven work. Why human leadership matters more than simply keeping humans inside the loop. How proprietary data strengthens AI systems beyond generic large language models. Why customized workflows create differentiation despite using the same AI engines. How breaking work into tasks reveals better roles for humans and AI. What distinguishes genuine wave two thinking from incremental AI improvements. Why agencies may shift toward hybrid technology and service business models. How continuous experimentation builds deeper AI capability than following industry headlines. Listen now to discover why AI transformation starts with redesigning systems, not adopting more tools! Eric Fulwiler on LinkedIn: https://www.linkedin.com/in/ericfulwiler/

September 7, 202633 min

Why Relationships Still Win in an AI-Driven Sales World with Carlo Girasoli

Why are so many sales teams chasing efficiency instead of trust? In this episode, we're welcoming Carlo Girasoli to discuss why relationship-led business development continues to outperform high-volume outreach in complex B2B sales. We explore the difference between creating awareness and trying to create demand, and why many sales teams undermine future opportunities by pushing for conversations before trust has been established. We also check out how commercial thinking becomes even more important as AI changes the way organizations sell, recruit, and make decisions. Rather than treating AI as a replacement for experience, Carlo argues that it creates more value when it supports better judgment instead of replacing it. We also look at why solving the underlying business problem matters far more than simply winning a negotiation. Topics covered during this episode include: Why mass personalization often produces disappointing results with valuable accounts. How simple LinkedIn interactions can gradually build credibility before commercial conversations begin. Why curiosity consistently opens stronger client conversations than immediate product pitches. How researching prospects creates more valuable discussions before formal procurement begins. What earning executive support changes during a competitive RFP process. How focusing on ideal customer profiles improves long-term business development efforts. What data uncovers about the real causes behind recruitment performance problems. Why solving underlying business issues strengthens long-term client partnerships significantly. How AI removes repetitive recruitment tasks while improving candidate engagement quality. Why strategic AI use depends on interpreting data instead of replacing judgment. How accountability and human experience remain essential in AI-enabled commercial decisions. Listen now to hear why slowing down and thinking strategically can produce better commercial outcomes than moving faster! Carlo Girasoli on LinkedIn: https://www.linkedin.com/in/carlogirasoli/

August 31, 202636 min

Who Wins When AI Makes Knowledge Work Cheap? With Sangeet Paul Choudary

What if the future belongs to those who redesign systems instead of simply using AI? In this episode I sit down with Sangeet Paul Choudary, best-selling author and Founder of Platformation Labs, to explore why AI is changing far more than individual jobs or workflows. We discuss why every industry is built around a set of constraints, and what happens when AI removes those constraints almost overnight. Instead of focusing on prompts and productivity gains, the conversation looks at why businesses need to rethink where value is created and who controls it as technology reshapes the rules of competition. We also examine why becoming more efficient may not be enough to stay competitive in an AI-driven economy. As traditional services become easier to automate, businesses may need to redesign how they create value rather than simply improve existing processes. Sangeet gets into why some organizations will strengthen their position, while others risk becoming increasingly commoditized as AI changes the structure of entire industries. Topics covered during this episode include: Why removing distribution constraints completely reshapes business control points and value. How successful businesses rebundle value after technology dismantles existing constraints. Why music industry record labels have strengthened despite massive disruption (and how this relates to the bigger AI picture). How artists have shifted revenue from recorded music toward premium experiences. Why influencer economies increasingly connect directly to commercial transactions. How AI enables personalized marketing collateral at unprecedented speed and scale. What reshaping knowledge work means for future industry structures everywhere. Why affordable knowledge work changes consulting and professional service economics. How AI separates complex jobs into distinct tasks with different values. Why agencies risk losing profitable services through increasing commoditization pressures. How orchestration and learning loops replace traditional execution advantages over time. What continuous feedback systems teach about sustainable competitive differentiation. Why sitting above algorithms becomes increasingly important for long-term career success. Don't miss this episode if you want a fresh perspective on how AI is quietly transforming entire industries from the inside out! Sangeet Paul Choudary on LinkedIn: https://www.linkedin.com/in/sangeetpaul/

August 24, 202626 min

The AI Reinvention of Go-To-Market: Who Owns the Intelligence? with Jason Ryan

If algorithms can outperform your marketing team, what are you really paying for? This week I'm joined by Jason Ryan, Head of AI Strategy at Magnus Consulting, to unpack what happens when go-to-market strategy collides with AI. We take a look at the shift from traditional campaigns to always-on marketing systems that continuously test, learn, and optimize. Jason shares how algorithms are now capable of outperforming human teams in speed, efficiency, and even decision-making, and we explore why strategy is no longer a static document but a living system. We also tackle the procurement and commercial implications most leaders aren't thinking about yet. If marketing becomes an operating system instead of a series of projects, how do you buy it? How do you measure it? And critically, how do you exit it? We discuss institutional knowledge, performance-based pricing, AI-enabled media buying, and the collapsing execution layer inside agencies. We challenge conventional thinking about who actually wins in the new marketing macro structure. Topics covered during this episode include: The evolution of go-to-market from strategy document to dynamic system. Why traditional campaigns often fail to close measurement loops properly. How fragmented reporting ecosystems distort true marketing performance signals. The emergence of AI-generated hypotheses inside continuous feedback loops. What recursive optimization means for marketing efficiency and speed. The growing trust in black-box algorithms delivering measurable outcomes. How always-on marketing challenges fixed-budget, milestone-based procurement models. The hidden business model embedded inside agency contracts. Why institutional knowledge ownership becomes critical in AI systems. The increasing shift toward performance-based consulting fee structures. How creative excellence becomes more valuable in an AI-saturated landscape. The distinction between creative origination and algorithmic optimization. Why AI-first organizations rethink inputs, signals, and system design. Listen now to rethink everything you believe about go-to-market strategies! Jason Ryan on LinkedIn: https://www.linkedin.com/in/jasonryan

August 17, 202622 min

The AI-Driven Workforce Reset: Can Agencies Survive the Next 3 Years? with Paddy Woods

Is the industry sleepwalking into a talent collapse driven by AI and short-term thinking? In this episode I sit down with Paddy Woods, Founder of Fuse, to unpack a bold and urgent idea: the marketing and creative industry is heading toward a structural talent crisis. Paddy shares insights from his "Workforce Transition Program for the UK Marketing and Creative Industries" report, explaining why junior hiring is collapsing, AI is accelerating redundancies, and the traditional agency pyramid model may be on the verge of imploding. The numbers he outlines are startling, and the implications stretch far beyond agencies alone. We later examine how AI-driven automation, network mergers, and consultancy giants are reshaping the competitive landscape. We get into what it really means to become a strategic growth advisor instead of a production engine, and why initiatives like mini-MBAs (as seen in the Omnicom-IPG merger) and talent reinvention may be the only viable path forward. We discuss the emergence of new roles like orchestrators, governance leads, and strategic partners, along with why collaboration may matter more than competition. Topics covered during this episode include: How agency pipelines need stronger control, positioning, and client growth strategies. What the Workforce Transition Program report aims to change across the industry. How AI, client pressures, and hiring declines threaten junior talent. Why removing entry-level roles risks collapsing the agency talent pyramid. How senior knowledge disappears when experienced people leave the industry. Why remote working has perhaps weakened learning, confidence, and client relationships. The current signals showing automation and consolidation are already accelerating. How major networks are investing in strategic training for agency talent. Why broader business skills help agencies speak credibly with senior clients. What potential job losses could mean for consultants and government support. How agencies can move toward value-based models and strategic advisory roles. Why emerging roles include governance, measurement, taste, and growth advice. How competing agencies may still need to collaborate around client outcomes. The agency orchestrator role, which brings specialists and internal teams together. Why leaders must reset before today's profitability hides tomorrow's shock. The warning signs are here. Tune in and get ahead of what's coming! Paddy Woods on LinkedIn: https://www.linkedin.com/in/patrick-woods-5386a025/

August 10, 202627 min

The Secrets of How to Win Billion-Dollar Sales That Start Long Before the RFP with Shari Begun

How do you align global stakeholders and still keep price from dominating the conversation? In this episode, I sit down with Shari Begun, Vice President of Sales at GlobalFoundries. She leads strategic accounts in the semiconductor industry and manages several billion dollars in annual revenue. She takes us behind the scenes on what it actually means to close complex, high-stakes deals that take two to five years to materialize. Shari provides insight on orchestrating global teams, aligning engineers with executives, and navigating customers spread across continents. We explore how to articulate value when price is always on the table, but rarely the true decision-maker. Shari discusses how supply chain reliability, geographic diversity, engineering investment, and speed-to-market become powerful value levers in enterprise sales. She also reveals how executive business reviews are carefully engineered, along with how consistency builds trust over years, not weeks. We later unpack how curiosity can transform complex negotiations into long-term strategic partnerships. Topics covered during this episode include: Why semiconductor deals involve enormous investment before revenue appears. How global customer teams add complexity across locations and functions. The way technical experts support early enterprise sales conversations. Why different customer stakeholders need carefully tailored and consistent messaging. How simple organization charts can reveal decision-making power over time. Why transparency helps secure access to senior customer decision-makers. The role of roadmap alignments and executive reviews in relationship building. How executive meetings focus on future investment and faster market entry. Why pre-reads and alignment prevent surprises in high-stakes meetings. How customer value depends on understanding the problem being solved. How delivery flexibility can create huge customer revenue opportunities. Why consistency and follow-through build trust before formal opportunities appear. How AI supports onboarding, summaries, and faster internal knowledge searches. Why sales intuition still develops through observation, coaching, and curiosity. How blank-slate thinking can unlock creative moves with existing customers. Listen now to hear how billion-dollar sales are really built long before the final negotiation begins! Shari Begun on LinkedIn: https://www.linkedin.com/in/sharibegun/

August 3, 202621 min

Why the Best Agencies Won't Be Replaced by AI...They'll Be Rebuilt Around It with Simon Billington, Part 3

Are agencies about to automate themselves into irrelevance? In this final part of a trilogy with Simon Billington, Global Executive Creative Director at Team Lewis, we go deep into the idea of "control points" and why they might define the future of agencies more than any shiny AI tool. We explore how better visibility over data actually creates more creative freedom, and why automating the wrong things could quietly destroy agency value. Along the way, we unpack CFO mindsets and why campaigns built purely on rational logic rarely win. We also talk about what really wins business when procurement scorecards are complete, but the decision still isn't obvious. Simon gets into the tension between measurability and magic, why bravery matters more than certainty, and how agencies must avoid the trap of simply automating yesterday's processes. He shares candid warnings for agency leaders feeling uncertain about the future, and offers practical mindset shifts that feel both grounding and provocative. Topics covered during this episode include: The evolution of agencies in response to disruptive AI technologies. The definition of control points within marketing ecosystems. How measurable variables help infer creative impact indirectly. The risks of over-personalized marketing becoming overly reflective. The importance of data visibility across multiple measurable touchpoints. How progressive financial leadership reframes spending as cultural investment. The role of AI in equalizing fragmented regional measurement systems. The balance between automation and intentional creative chaos. How strong methodologies become competitive differentiators for agencies. Why humility around data maturity strengthens organizational competence. The emotional reality behind procurement decisions despite scoring sheets. A warning against automating existing processes without redefining problems. Hit play and discover why bravery, not automation, might be your biggest competitive edge! Simon Billington on LinkedIn: https://uk.linkedin.com/in/simonbillington