In this episode, Warren speaks with Dr. Grant Van Ulbrich, the world’s first doctor of Sales Transformation. They discuss a critical gap in the modern revenue landscape: while other business functions have deep academic rigor, sales education has remained largely stagnant since the 1980s. Grant explains why traditional "tips and tricks" no longer work on informed buyers and why a shift from transactional interactions to genuine value alignment is necessary for business survival.

The conversation dives into the psychology of change and Grant’s "Scared So What" methodology. Most leaders manage operations, not emotions, yet sales is fundamentally an act of imposing change. Grant breaks down how understanding personal reactions to change allows revenue leaders to move from simply telling teams what to do to empowering them through transformational leadership. This approach helps teams navigate the fear of new strategies and structures.

Grant shares insights from the global cruise industry, revealing how shifting focus from internal agendas to customer needs dramatically improved sales effectiveness. He highlights the dangers of "product dumping" and the importance of co-creation. By treating sales as a coaching opportunity rather than a coercion tactic, organizations can align internal culture with the external customer experience to ensure a consistent brand promise across all channels.

Finally, the discussion offers actionable advice for CEOs and CROs on navigating organizational restructuring. They explore why high-performing individual contributors often struggle in leadership roles without the right psychological tools. This episode is essential for executives looking to modernize their go-to-market strategy, foster a culture of ownership among their teams, and utilize science-backed frameworks to drive sustainable revenue growth.

In this episode of the CRO Spotlight Podcast, Warren Zenna sits down with Amy Osmond Cook, Co-Founder and CMO at Fullcast, to tackle the pressing challenge of balancing AI innovation with authentic human connection. As revenue leaders race to adopt AI-native strategies, the risk of losing trust through impersonal automation grows. Amy shares her perspective on why technology should enhance, not replace, the creative human element in Go-To-Market motions, setting the stage for a discussion on modern leadership.

Amy details the evolution of Fullcast into a comprehensive Revenue Operations platform through strategic acquisitions like Ebsta and Copy.ai. She explains how these moves allowed the company to build a fully AI-native sales performance management solution. By integrating territory planning, forecasting, and analytics, Fullcast aims to solve the fragmented tech stack issue. Amy outlines the vision behind merging these capabilities to support mid-market and enterprise revenue teams effectively.

Integrating multiple companies is a complex operational challenge. Amy discusses the nuances of merging distinct cultures and leadership styles into one cohesive organization. She emphasizes the importance of clear communication, defined playbooks, and celebrating wins to align distributed teams. Her insights provide a practical blueprint for leaders managing growth through acquisition while striving to maintain a unified company identity and shared purpose across international borders.

Finally, the dialogue covers the evolving landscape for revenue leaders. Warren and Amy examine the pressure on CROs to adopt AI strategies while relying on experience to guide decision-making. Amy explains how Fullcast meets customers where they are, offering flexible solutions for their specific needs. Listeners will gain a deeper understanding of the skills required to lead in the current market and how to navigate the intersection of data and intuition successfully.

In this episode, Warren Zenna sits down with Mike Price, CRO at DTEX Systems, to explore the critical evolution from a functional salesperson to a holistic business leader. Mike shares his unique journey, influenced by an entrepreneurial upbringing, and discusses why successful CROs must view themselves as business executives first. He argues that while sales skills are foundational, the ability to understand the broader mechanics of an organization is what truly defines the modern revenue leader.

A significant portion of the conversation is dedicated to the art of vetting a potential CRO opportunity. Mike provides actionable advice on how to interview the CEO, specifically regarding the company’s readiness for a true Chief Revenue Officer. He warns against accepting roles that are merely "VP of Sales" with a different title and emphasizes the importance of asking why the organization believes it needs a CRO right now. This advice is vital for executives ensuring they enter an environment ready for strategic change.

The discussion also delves into the paradox of ambition and control. Mike explains that true executive maturity involves the willingness to cede control to a specialized team rather than being the smartest person in the room. He draws a compelling parallel to professional sports, noting that one must love the entire "game"—including practice and preparation—not just the moments of individual glory. This mindset shift is essential for leaders who want to build autonomous, high-performing teams.

Finally, the dialogue covers the necessity of experimentation and reframing failure as a necessary step toward innovation. Mike shares insights on creating an environment where strategic risks are encouraged to drive growth. To close, he outlines his current work at DTEX Systems, addressing the "last frontier" of cybersecurity: insider risk management. He explains how understanding human behavior within an organization is key to protecting intellectual property and ensuring long-term business resilience.