The Sales Transformation Podcast

Consalia Ltd
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The Sales Transformation Podcast is brought to you by Consalia. Led by Dr Philip Squire, Consalia is the UK’s only Sales Business School, providing Masters, Postgraduate & Undergraduate Apprenticeship programmes in Sales, dedicated to the improvement of sales performance. For over 20 years he has provided sales consulting education services and training to brands including Apple, AT&T, Ford, Hertz, HP, Pirelli, Royal Caribbean, SAP and Zurich Financial Services. He is one of just a handful of sales professionals internationally to have a research doctorate in sales. Philip is a subject matter expert for the UK TrailBlazer undergraduate apprenticeship degree in sales and his passion for professionalising sales led him to create the world’s first sales consultancy delivering university-accredited undergraduate and postgraduate degrees in sales. Consalia's vision is to make sales the world's most sought-after profession and this podcast has been created to provide sales professionals with inspiring and educational advice, as well as tips on relevant topics within the industry that will improve your knowledge, your careers and your sales teams.

  1. 3D AGO ·  BONUS

    REVISITED: #73 – Transforming your company with the Strategic Narrative w/ Andy Raskin

    This week we’ve got an episode from the archives for you on The Sales Transformation Podcast, and since we’ve been looking at the relationship between Sales and Marketing recently, what better time to take a look back at an episode featuring Andy Raskin that centres around something vital for both: strategic narratives.    ORIGINAL SHOW NOTES:  Dr Phil is joined by Andy Raskin, most well-known for his work in helping venture-backed CEOs and their leadership teams align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page about strategy and differentiation through what’s known as The Strategic Narrative.   In this episode, Phil and Andy discuss the importance of the strategic narrative in sales and how it can emotionally engage buyers and challenge their own status quo. They explore how storytelling can create a stronger connection with customers and how the strategic narrative has evolved into much more than just a sales deck.    They also discuss:   [08:26] How the strategic narrative is actually the company’s strategic position in the market   [24:27] The 5 steps to creating a Strategic Narrative   [36:20] How you can use the Strategic Narrative to emotionally engage with your buyers   Listen in to learn how to create a compelling narrative that resonates with your customers.   Also, take a look at Andy’s blog which has gained over 3 million views (between Medium and LinkedIn) - http://bit.ly/greatest-sales-deck      Connect with Philip Squire on LinkedIn - https://www.linkedin.com/in/philipsquire/    Connect with Andy Raskin on LinkedIn - https://www.linkedin.com/in/andyraskin/    Join the discussion in our Sales Transformation Forum group.    Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.

    53 min

  2. MAR 19

    #198 – Should sales-led organisations be spending more on marketing? w/ Eddie Guevarra

    This week on The Sales Transformation Podcast we have the second episode in our series on the relationship of marketing and sales, this time welcoming Consalia’s very own Head of Marketing Eddie Guevarra back onto the show. Eddie takes the opportunity to give his views on the 95% theory that Gareth Abel discussed on his episode, and even takes the opportunity to try and convince Phil to increase Consalia’s marketing budget!  Highlights include:  [11:36] You can't push buyers down a funnel, only catch them when they fall [14:34] 95% of winning vendors are on the day one shortlist before sales even gets involved. [37:49] Marketing are not the arts and crafts department   Connect with Philip Squire on LinkedIn  Connect with Eddie Guevarra on LinkedIn    Join the discussion in our Sales Transformation Forum group.  Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.

    42 min

  3. MAR 12

    #197 – GST XX: A Framework For Post-Sale Success w/ Dr Ryan O'Sullivan

    This week on The Sales Transformation Podcast we have a talk from a returning guest to Global Sales Transformation: Dr Ryan O’Sullivan from Introhive!  If you heard Ryan’s talk from the previous GST you’ll know that he’s an expert in relationship mapping for sales teams, and this time he’s applying that technique to address a serious issue: declining customer retention rates.  Salespeople and account managers cannot, Ryan argues, just leave project teams to manage all the relationships once a deal is done. Instead they need a clear plan on how they are going to keep stakeholders happy post-sale.  Highlights include:  [03:02] Are we facing a crisis of retention? [15:35] You have to keep engaging with key stakeholders after a project has started [24:55] There are a lot of small things you can do to position yourself as credible   NOTE: This talk contains visual elements. You can watch over on our YouTube channel for the full experience!    Connect with Ryan O'Sullivan on LinkedIn     Join the discussion in our Sales Transformation Forum group.  Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.

    31 min

  4. MAR 5

    #196 – Sales and marketing or marketing and sales? w/ Gareth Abel

    This week on The Sales Transformation Podcast it’s the first in a series of three episodes exploring the relationship between sales and marketing. Or, asks our first guest Gareth Abel, should that be marketing and sales?  Gareth is a proven Chief Marketing Officer with truly international experience. Specialising in delivering Sustainable Profit Growth, he has worked for a range of businesses including Orange, Samsung, e&, and Circles Life.    Highlights include:  [13:18] Do sales teams focus too much on revenue? [20:29] Buyers, like everyone, are always looking for mental shortcuts [31:41] The 95% rule   Connect with Philip Squire on LinkedIn  Connect with Gareth Abel on LinkedIn     Join the discussion in our Sales Transformation Forum group.  Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.

    55 min

  5. FEB 27

    #195 – GST XX: Hitting The Right Notes in Sales w/ Jessica Guihard

    It’s another talk from Global Sales Transformation XX this week on the Sales Transformation Podcast, this week featuring Jessica Guihard from SAP, a graduate of the Consalia master’s degree. Jessica’s research for her dissertation centred around leadership in sales, and during her presentation she explained that a great sales leader should be like a conductor of an orchestra, bringing out the best from the individual musicians in their team. Jessica begins her talk with a video that isn’t featured in this recording, so we strongly recommend you go and check out this video from Improv Everywhere before you listen:  https://www.youtube.com/watch?v=5_cbnBak8RI    Highlights include:  [10:47] When leadership is silent, culture speaks [16:18] Can you explain to your team why the metrics you use are important? [21:54] Could “trust” be a leading indicator for business outcomes? NOTE: This talk contains visual elements. You can watch over on our YouTube channel for the full experience!    Connect with Jessica Guihard on LinkedIn     Join the discussion in our Sales Transformation Forum group.  Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.

    34 min

  6. FEB 19

    #194 – GST XX: High Tech, High Touch w/ Professor Julian Birkinshaw

    This week on The Sales Transformation Podcast we have another talk from Global Sales Transformation XX back in November, this time from Professor Julian Birkinshaw, Dean at Ivey Business School.    Julian joined us to discuss how companies, especially large ones, can respond to the massive changes being brought about by AI. Fortunately, he reassures us not to panic: in a “high tech” world the demand for “high touch” authentic experiences will mean that existing companies won’t all go the way of the dinosaur.    Highlights include:  [06:03] Only 27 companies on the Fortune 500 didn’t exist 30 years ago [14:33] Three imperatives for leaders in the AI age [28:35] Sales jobs are likely to survive AI   NOTE: This talk contains visual elements. You can watch over on our YouTube channel for the full experience!      Connect with Julian Birkinshaw on LinkedIn       Join the discussion in our Sales Transformation Forum group.    Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.

    44 min

  7. FEB 12

    #193 – Celebrating Apprenticeship Success w/ Dr Louise Sutton

    It’s National Apprenticeship Week 2026, so on this week’s episode of The Sales Transformation Podcast Phil sat down with Consalia’s Academy Director Dr Louise Sutton to discuss the latest developments in our Sales Business School.    Louise talks about some of the great milestones we hit last year with our Level 6 Apprenticeship, as well as some of the upcoming developments in the wider world of apprenticeships.    Highlights include:  [00:31] 2025 was a year of highs and lows for sales apprenticeships [10:59] The stigma around apprenticeships is history [20:33] Is sales a profession or a practice?   Connect with Philip Squire on LinkedIn   Connect with Louise Sutton on LinkedIn    Join the discussion in our Sales Transformation Forum group.    Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.

    27 min

  8. FEB 5

    #192 – The story of the Sales Mindsets on Higgle: The B2B Sales Club Podcast (Part 2) w/ Mike Lander

    This week’s episode of The Sales Transformation Podcast is the second part of Phil’s conversation with Mike Lander on Higgle: The B2B Sales Club Podcast.    This time Phil describes how he initially tested the Sales Mindsets, before moving on to discussing how they have evolved after last year’s Global Research Project.    Highlights include:  [03:43] Massively increasing win-rates with the Sales Mindsets [06:44] Pushing back on an RFP can lead to other conversations [34:36] AI is changing buyers’ views of salespeople   You can find more episodes of Higgle on the Piscari website.    You can download the full State of Sales Mindsets white paper here.      Connect with Philip Squire on LinkedIn   Connect with Mike Lander on LinkedIn    Join the discussion in our Sales Transformation Forum group.    Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.

    47 min
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About

The Sales Transformation Podcast is brought to you by Consalia. Led by Dr Philip Squire, Consalia is the UK’s only Sales Business School, providing Masters, Postgraduate & Undergraduate Apprenticeship programmes in Sales, dedicated to the improvement of sales performance. For over 20 years he has provided sales consulting education services and training to brands including Apple, AT&T, Ford, Hertz, HP, Pirelli, Royal Caribbean, SAP and Zurich Financial Services. He is one of just a handful of sales professionals internationally to have a research doctorate in sales. Philip is a subject matter expert for the UK TrailBlazer undergraduate apprenticeship degree in sales and his passion for professionalising sales led him to create the world’s first sales consultancy delivering university-accredited undergraduate and postgraduate degrees in sales. Consalia's vision is to make sales the world's most sought-after profession and this podcast has been created to provide sales professionals with inspiring and educational advice, as well as tips on relevant topics within the industry that will improve your knowledge, your careers and your sales teams.

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