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

00:00 Introduction to Fergal

01:22 Sales in Ireland

03:41 How Fergal got into sales management

05:43 Sales Management Frameworks That Work

08:41 Key strategies for managing sales teams

13:22 Driving revenue from existing clients

15:50 Setting objectives and strategies

18:41 Reviewing account plans

22:58 Fixing revenue stalls and improving sales velocity

24:20 Deal sizes and lack of ambition

25:43 Continuous discovery and higher win rates

28:46 Planning and sales cycle length

33:05 The role and expectations of sales managers

35:37 Building accountability in sales teams

36:33 Staying calm as a leader

43:23 Using AI in sales processes

46:15 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 RobusWebsite: https://www.growthmattersintl.com

Connect with Fergal:

• LinkedIn: Fergal O’Carroll
• Website: SYS Velocity
• Podcast: Supercharge Your Sales Velocity Podcast