Higgle: The B2B Sales Club

Mike Lander
  • 5.0 (7)
  • Entrepreneurship
  • Updated Weekly

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.

  1. 2d ago

    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/

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

  2. Aug 10

    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/

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

  3. Aug 3

    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

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

  4. Jul 27

    Why the Best Agencies Won't Be Replaced by AI...They'll Be Rebuilt Around It with Simon Billington, Part 2

    Are agencies about to be redefined not by what they make, but by how they think? In this second part of my conversation with Simon Billington, Global Executive Creative Director at Team Lewis, we get straight into the shifting foundations of agencies in an AI-driven world. Simon challenges the idea that deep domain expertise is still the ultimate advantage. Instead, he argues that the real differentiator is broad emotional intelligence: the ability to read a room, sense cultural shifts, and connect ideas across disciplines. We explore how AI is changing the constraints that once justified agencies' existence and why the lines between consultancy and agency are blurring faster than ever. Later, we question whether AI will unbundle traditional roles and reshape how work gets done. Simon paints a picture of agencies defined not by outputs, but by their creative processes and emotional fluency. We talk about craft, taste, apprenticeships, data, and the risk of losing junior talent before examining why human connection may become the most valuable currency of all. It's a provocative look at what agencies must become if they want to thrive in the next era. Topics covered during this episode include: How emotional intelligence may be more important than intellectual knowledge going forward. The risks of relying on siloed niche specialists without external perspective. How blurred marketing disciplines demand interoperable thinking across systems. The historical constraints that originally justified the existence of agencies. How AI begins shifting expertise and capacity constraints dramatically. The impact of emerging global AI legislation on regulated industries. Why consultants provide accountability and external validation for bold decisions. The argument that deep domain mastery becomes less essential than connectivity. The distinction between deep knowledge and understanding interconnected systems. Why EQ represents the poetry and currency of the future economy, not IQ. How agencies may be defined by process rather than output. The potential decline of traditional entry-level agency roles. Why apprenticeship-style creative development remains critically important. The balance required between creativity and commercial credibility. Don't miss this expert deep dive into how AI is rewriting the agency rulebook!   Simon Billington on LinkedIn: https://uk.linkedin.com/in/simonbillington

    Why the Best Agencies Won't Be Replaced by AI...They'll Be Rebuilt Around It with Simon Billington, Part 2

  5. Jul 20

    Why the Best Agencies Won't Be Replaced by AI...They'll Be Rebuilt Around It with Simon Billington, Part 1

    How do you punch above your weight when a technological revolution threatens your entire industry? In this episode, I sit down with Simon Billington, Global Executive Creative Director at Team Lewis, for the first in a trilogy of episodes. Simon takes us back to early 2023, when agencies everywhere rushed to experiment with generative AI, and explains why he chose a radically different path. Instead of feeding public models, his team decided to build something private, secure, and future-facing. We explore this bold decision to invest heavily before outcomes were guaranteed, and why running toward disruption can be smarter than hiding from it. We talk about how data is the new oil, protecting institutional knowledge, and how AI should elevate talent rather than erase it. Simon demonstrates that the agencies that think widest, not deepest, might just shape what comes next. Topics covered during this episode include: How generative AI first appeared as a major agency disruptor in 2023. Why external AI models raise concerns around data and value. How private historical knowledge becomes a protected competitive advantage. Why AI needs to learn and grow, much like a child. How technical infrastructure makes integrated marketing intelligence more possible. Why building Marketing SideKick, Simon's AI-powered platform, was such an ambitious decision. How instinct helps leaders move before certainty fully arrives. How AI should lift creative teams instead of replace them. Why integrated agencies may hold advantages in faster markets. How broad platforms can support quicker, more connected decisions. Listen now for a fascinating look at the choice to build instead of wait!   Simon Billington on LinkedIn: https://uk.linkedin.com/in/simonbillington

    Why the Best Agencies Won't Be Replaced by AI...They'll Be Rebuilt Around It with Simon Billington, Part 1

  6. Jul 13

    Why Most AI-Powered RFP Responses Fail with Antoine Drapeau

    How do you stand out in the RFP process when everyone is using the same AI tools? AI is reshaping sales faster than most of us can process. In this conversation with Antoine Drapeau, Senior Account Executive at Verndale, we get into what that really means for RFPs, discovery calls, and credibility. We explore how buyers are increasingly turning to large language models to define their problems before they ever speak to a seller, and why that creates both risk and opportunity. Antoine shares how he uses AI upstream to arrive at calls with a strong point of view, surfacing blind spots buyers didn't even realize they had. We also unpack what's really happening inside modern RFP processes, where AI is often scoring responses behind the scenes. Antoine and I discuss how responding with polished, AI-generated fluff is a fast track to irrelevance, and why only offering "necessary" responses isn't enough to win. We critically challenge the idea of becoming an order taker and instead show how to stand out in a sea of sameness. Topics covered during this episode include: How AI is rapidly reshaping buyer behaviour in sales conversations. Why buyers now arrive with predefined solutions and fewer nuances. How upstream AI research can sharpen credibility before discovery calls. The importance of building custom GPT projects with context files. Why vague AI prompts produce generic and unhelpful insights. How Antoine uses internal AI tools to surface patterns from past client conversations. The power of identifying recurring industry pain points instantly. Why strong sellers treat AI as an assistant, not authority. The danger of blindly trusting AI-generated RFP responses. How buyers increasingly use AI to draft and score RFPs. Why strict RFP response formats are becoming more common. The necessity of answering questions while adding unique perspective. What it takes to differentiate beyond standard compliance answers. Why procurement relationships must begin before the RFP is issued. How multi-threaded relationships greatly increase win probability. Why human judgment is more valuable now than ever before. If RFPs feel harder than ever, this episode will change how you approach them!   Antoine Drapeau on LinkedIn: https://www.linkedin.com/in/antoinedrapeau/

    Why Most AI-Powered RFP Responses Fail with Antoine Drapeau

  7. Jul 6

    The Triple Disruption in Agencies: Economic Uncertainty, Media Abundance, and AI with Tom Salmon

    What happens to agencies when scarcity disappears and AI can do almost everything? In this episode I sit down with Tom Salmon, Co-Founder of Agency by Agency, to unpack what's really happening inside the UK's 25,000-strong agency market. Tom has mapped the entire sector, and the data reveals some surprising shifts. We examine if the challenges that agencies are facing are a temporary downturn or a permanent reset driven by economic uncertainty, media abundance, and AI. As execution becomes easier and more automated, we ask a bigger question: where does true value now live? Tom shares what the fastest-growing agencies have in common, along with why scarcity might be the most important strategic lens of all. We debate whether algorithm-driven creativity will dominate, or if bold, human-led thinking will become even more valuable. Tom reveals why fewer agencies are being formed, how nano-agencies are thriving, and why the traditional "scale by headcount" model may be fading. Topics covered during this episode include: Why the traditional agency build-scale-exit model may be becoming outdated. Why economic cycles feel semi-permanent rather than like temporary fluctuations. How AI permanently altered execution speed and client expectations. The impact of media abundance in creating peak marketing complexity. Why performance marketing's dominance may be losing momentum. How scarcity originally justified the existence of agencies. The importance of human oversight in culturally sensitive campaigns. How trust and brand credibility remain difficult for AI alone. The rise of influencer, retail media, and commerce marketing specialists. Why generic web development agencies face saturated competition. The declining rate of new agency formation since the pandemic. How nano-agencies operate flexibly without scaling headcount. Why experiential and out-of-home channels are growing in strategic relevance. Why becoming indispensable transforms client retention and growth. Don't miss this data-driven deep dive into where agency value is truly heading!   Tom Salmon on LinkedIn: https://www.linkedin.com/in/tomsalmonleeds/

    The Triple Disruption in Agencies: Economic Uncertainty, Media Abundance, and AI with Tom Salmon

  8. Jun 29

    How to Design Powerful B2B Surveys That Influence C-Suite Decisions with Becky Lawlor

    Could a survey based on original research be your missing piece in winning high-value B2B deals? This week, I sit down with Becky Lawlor, Founder of Redpoint Insights, to unpack the real power behind survey-based thought leadership. We go far beyond "just sending out a survey" and get into what actually makes original research influential in B2B buying decisions. Becky shares compelling data showing how research shapes high-value deals, especially at the C-suite level, and we explore why authority, trust, and emotional decision-making matter more than most teams realize. We then take a look at the mechanics of doing surveys right. Becky explains how to build a strong hypothesis, design surveys that produce headlines instead of boring statistics, and avoid the common traps that lead to unusable data. She takes us through choosing between email lists and panel providers, handling incentives without attracting fraud, and creative ways to make research affordable. Topics covered during this episode include: The definition of survey-based thought leadership and its strategic purpose. Why original research creates authority and differentiates brands. The emotional role that trust plays in complex B2B buying decisions. The statistical evidence that proves research influences vendor selection. The importance of starting your survey with a clear hypothesis. Why defining goals like PR or lead generation effectively shapes strategy. The danger of collecting data without a narrative thread. How poor survey design can lead to content that serves no purpose. The balance between statistical accuracy and headline-worthy questions. The challenges of using email lists for survey distribution. Why incentives for surveys dramatically improve response rates. The risks of fraud when promoting surveys publicly. The benefits of using vetted B2B panel providers. The value of maturity models and benchmarking frameworks. Realistic budget ranges, all the way from DIY to consultancy-led research. The surprising trust factor behind publishing research under your own brand. Practical first steps you can start today for launching your own research initiative. Listen now and start building research that actually drives decisions.   Becky Lawlor on LinkedIn: https://www.linkedin.com/in/beckylawlor

    How to Design Powerful B2B Surveys That Influence C-Suite Decisions with Becky Lawlor
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About

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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