Sales Signals

Cognism
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  • MANAGEMENT
  • EVERY TWO WEEKS

Sales Signals is a podcast for revenue leaders who don’t just look at data - they act on it. Each episode breaks down the signals shaping modern sales teams through a simple lens: Data. Insight. Action. From misleading metrics to high-impact indicators, we uncover the stories behind the numbers and what decision-makers should do next. If you’re responsible for revenue and want to move beyond dashboards into decisive execution, this show is for you.

  1. 6 DAYS AGO

    Your Product Isn’t the Problem, Your Prospecting Is. Gabe Lullo on Fixing GTM Failure

    Many leaders will happily talk for 45 minutes about their product… and struggle to talk for two about their prospecting engine. In this episode of Why Did It Fail?, Gabe Lullo, CEO of Alleyoop, joins Shivan to unpack why that gap quietly kills startups and stalls growth in mid-market and enterprise sales teams. Gabe shares stories from decades in the trenches: SDRs who couldn’t make it past lunch, weeks of zeros on the whiteboard, clients who raised millions and still ran out of runway, and what changes when you treat prospecting with the same seriousness as product. He breaks down how Alleyoop makes over a million dials a month and how his team uses AI as a sparring partner to prepare reps for the only 9-10 objections that really matter. Gabe offers a clear challenge: if you obsess over building the product but take a casual approach to go-to-market, you’re betting the company on hope. He explains when it makes sense to outsource SDR, how to instrument your sales engine like an F1 car, and why the founders who win are the ones who own the front end of the funnel.

    27 min

  2. 4 FEB

    Staying Too Long: How Redundancy Reset Stuart Taylor’s Career

    In this episode of Why Did It Fail?, Stuart Taylor, CRO at The Lennox Academy, opens up about a failure most people only talk about in whispers: staying at a company too long after an acquisition… and being made redundant as a result. He talks candidly about what it felt like in the moment, the shock, the hit to his identity and much more. Stuart and Shivan dig into the uncomfortable truth about loyalty, timing your exit, and recognising when a role or company has stopped serving your growth. Stuart shares the mindset and practical steps that helped him rebuild, and how that experience now shapes the way he leads, hires and coaches revenue teams.

    24 min

  3. 21 JAN

    From Spray and Pray to Strategic: How Ayah Daniel-Rashid Levelled-Up Her SDR Game

    When Ayah joined Cognism, she didn’t know what an SDR was, but she knew how to hustle. Her first few months were a blur of spray-and-pray dialling: huge lists, minimal research, mass calls… and 400% of target in month one. It worked. Until it really didn’t. In this episode of Why Did It Fail?, Ayah sits down with Shivan to unpack the dark side of spray and pray: the stress, the lack of control, the low-quality pipeline and the moment she realised her “success” wasn’t sustainable. She talks through how reaching out for help changed everything, how she rebuilt her approach around intentional accounts, proper research and multi-channel outreach, and what a genuinely good cold call looks like now. Ayah also shares how this phase shaped her resilience, mindset and confidence, from handling constant objections to nurturing accounts “like little babies” instead of burning through them. If you’re an SDR leaning on spray and pray to hit your number (or managing a team who are), this conversation is a sharp, honest look at why that approach fails long term — and how to replace it with something that actually scales.

    18 min

  4. 7 JAN

    The Deal That Shrunk: How Gearóid Cox Lost a Career-Making Opportunity

    In this episode of Why Did It Fail?, Gearoid Cox, Founder and CEO of Sales Pipeline, shares the story of a deal that looked like a win on paper, but turned out to be a brutal lesson in discovery. As a young enterprise rep, Gearoid was laser-focused on getting the PO signed. He closed what he thought was a big hardware sale… only to find out later it was the tiniest slice of a huge, multi-layered project. The rest of the business, software, print, additional hardware, went straight to competitors, and he never even knew it was on the table. Shivan and Gearoid unpack exactly how tunnel vision, target pressure and “just be grateful for the deal” thinking can quietly cost reps career-defining opportunities. Gearoid breaks down the difference between perception and perspective, why it never costs you to ask one more question, and how he now coaches sellers to mine existing accounts properly instead of behaving like “new logo magpies.” If you’ve ever chased the close so hard you forgot to understand the customer, this one will sting in all the right ways, and leave you with practical mindset shifts around discovery, attitude and actions that you can take into your next deal.

    25 min

  5. 17/12/2025

    When Impressing the Buyer Lost the Deal: Bryan Mulry’s Hard Lesson

    Sales coach Bryan Mulry joins Shivan to break down a failure most sellers secretly recognise: talking too much, listening too little, and trying far too hard to impress. Bryan shares the painful moment he realised he’d spent 87% of a call pitching to a VP of Sales who didn’t even have the team he was selling to, and how that single conversation exposed a habit that had been costing him deals for years. In this episode, Bryan unpacks why sellers default to “show and tell,” how to spot when a buyer has mentally checked out, and the simple mindset shift that transformed how he runs discovery, asks questions and earns trust. It’s a sharp, honest, deeply practical conversation for anyone who knows they slip into feature-dumping mode and wants to break the cycle. A must-listen for reps and leaders who want to sell with curiosity, not ego, and avoid making the same mistake Bryan did.

    24 min

  6. 10/12/2025

    Hands Shaking on Every Dial: How James Greene Beat Cold-Calling Panic

    When James Greene first stepped into sales, cold calling hit him harder than he expected. Every dial came with shaking hands, spiralling doubt and the pressure to prove he belonged. Rejection felt personal, missed targets knocked his confidence, and one complaint from a prospect nearly convinced him to walk away from the job entirely. Now Global Business Development Manager at Bounce Insights, James talks to Shivan Pillay about how he rebuilt his mindset, found resilience through Brazilian Jiu-Jitsu, and learned to separate his self-worth from the outcome of a call. He reflects on the moment things finally clicked, why nurturing early conversations changed everything, and how those difficult months shaped the empathetic leader he is today. A must-listen for anyone who’s ever stared at the phone and wondered whether they’re cut out for sales. James shows exactly how shaky starts can become the making of a great career.

    24 min

  7. 26/11/2025

    From Top Seller to Burnout: The TRAP New Sales Leaders Easily Fall Into

    When Junis Seger stepped into his first Head of Sales role, he thought he was ready for anything. After all, he’d just come off back-to-back President’s Club wins, smashed targets as an AE, and built a reputation as one of the best in the business. But leading a fast-growing startup was different. Suddenly, he was juggling investor targets, founder expectations, team management, and his own impossible standards, all at once. The result? Burnout, blurred boundaries, and a harsh lesson in the difference between pressure management and expectation management. Listen now to learn how Junis turned a crash into a comeback.

    25 min

  8. 12/11/2025

    The Wake-Up Call That Changed Shiwam Singh’s Sales Career

    Imagine landing your first sales job and losing it just months later. That was the reality for Shiwam Singh, now an SDR at Cognism. In this episode of Why Did It Fail?, Shiwam opens up about the sting of his first big setback in tech sales, how it shook his confidence, and the lessons he carried into his second chance at Cognism. From rebuilding his mindset to learning the power of listening, discipline, and feedback, Shiwam’s story is a reminder that failure isn’t the end, it’s the reset you sometimes need. If you’ve ever doubted whether you’re cut out for sales, this one’s for you.

    18 min
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About

Sales Signals is a podcast for revenue leaders who don’t just look at data - they act on it. Each episode breaks down the signals shaping modern sales teams through a simple lens: Data. Insight. Action. From misleading metrics to high-impact indicators, we uncover the stories behind the numbers and what decision-makers should do next. If you’re responsible for revenue and want to move beyond dashboards into decisive execution, this show is for you.

Information

  • Creator
    Cognism
  • Years Active
    2023 - 2026
  • Episodes
    105
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Cognism
  • Show Website
    Sales Signals