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PODCAST

Why Did It Fail?

Welcome to Why Did It Fail?, a series hosted by Cognism’s Sales Coach, Shivan Pillay. Each episode digs into the real stories behind deals that fell through, strategies that didn’t land and campaigns that missed the mark. Through honest conversations with sales leaders, founders, and operators, we unpack what went wrong and more importantly, what they learned from it. No fluff, just failures that made them better.

business management

All Episodes

19:55

Defining Outbound: Scaling Sales as a Founder with...

Why Did It Fail? ·

2025/03/26

This week on Redefining Outbound, Nat Ferrante talks with Ilia Papas, CEO and co-founder of Band, about building and scaling sales as a founder, especially when coming from an engineering background. Ilia shares how he built a B2B outbound motion from scratch, the lessons he carried over from scaling Blue Apron, and the creative strategies he’s using to drive growth at Band. From overcoming the fear of cold outreach to leveraging AI and data-driven sales tactics, this conversation is packed with

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33:10

Driving Revenue, Retention, and Relationships in...

Why Did It Fail? ·

2025/03/12

In this episode of Redefining Outbound, Cognism’s Nat Ferrante sits down with Max Lemmens, Senior Account Manager of Global Strategic Accounts at Adyen, to discuss the evolving role of outbound in account management. They explore what it takes to drive long-term success, balancing revenue growth with retention, building meaningful customer relationships, and prioritising accounts effectively.

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25:57

Mastering the Fundamentals and Cutting Through the...

Why Did It Fail? ·

2025/02/26

This week on Redefining Outbound, Catherine Olivier and Matthew Putnam dive into the evolving world of outbound sales. They discuss why the fundamentals of selling are more important than ever and what it takes to succeed as an SDR, from cold calling to social selling. Tune in to learn how to cut through the noise, leverage multi-channel outreach, and refine your outbound strategy for 2025 and beyond.

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28:08

Winning in Enterprise Sales: Incentives, Targeting &...

Why Did It Fail? ·

2025/02/12

In this episode of Redefining Outbound, Cognism’s VP of Sales Development, Catherine Olivier, sits down with Andy Laws, Director of Business Development at Talon.One and Founder of RevRocket, to explore what it takes to build high-performing SDR teams in enterprise sales. They discuss the key differences between selling to SMBs versus large enterprises and how to design incentive plans that drive the right behaviors. Andy also shares his insights on hiring top talent, aligning SDR goals with

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43:35

Building Buyer Confidence: The Real Key to...

Why Did It Fail? ·

2025/01/09

In this episode of Redefining Outbound, Cognism’s VP of US Sales, Frida Ottosson, sits down with Brent Adamson to explore the surprising insights behind buyer confidence and its impact on sales success. Brent unpacks why traditional sales tactics often miss the mark and reveals the critical role of helping buyers feel confident in themselves—not just in your product or company. From addressing information overload to embracing the transformative potential (and challenges) of AI, this episode dives

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41:06

Keeping up with the best sales practices with Mark...

Why Did It Fail? ·

2024/11/27

Our host, Frida Ottosson, speaks to Mark Cox, Founder of In the Funnel Sales Coaching, about keeping up with the best sales practices, exploring actionable insights, strategies, and the latest trends in the world of sales coaching. Mark shares his expertise on how sales professionals can stay ahead in a competitive landscape by mastering effective selling techniques and fostering long-term client relationships.

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25:57

What it means to do good account management with Nat...

Why Did It Fail? ·

2024/11/13

Cognism’s VP of US Sales, Frida Ottosson speaks to VP of Global Account Management, Nat Ferrante about how Cognism approaches account management in terms of account retention, expansion and the relationship between his team and customer success.

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32:57

How Sales Teams Can Thrive in a Buyer-Centric World...

Why Did It Fail? ·

2024/10/30

Cognism’s VP of US Sales, Frida Ottosson speaks to Co-Founder of Flow State, Aaron Evans about how buyers have changed the world of outbound - and what salespeople need to do to make it big in this new environment!

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30:22

Cold Calling Frameworks and Social Selling with Sara Uy

Why Did It Fail? ·

2024/10/16

This week, Frida sits down with Sara Plowman, Founder of Selling Sara. They discuss how Sara built up her LinkedIn following and the importance of social selling. They also look into how to fight the cold-calling nerves, handle rejection and Sara’s best cold-calling openers.

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24:15

The Omniscient Symbiotic Seller & Providing Value...

Why Did It Fail? ·

2024/10/02

This week, Frida sits down with Hannah Ajikawo, CEO and Founder of Revenue Funnel. They discuss the current challenges of outbound and how B2B buying behaviour has changed alongside the rise of tools like G2, communities and budget scrutiny. They also spoke about the omniscient symbiotic seller and what this means, how to provide value and the importance of social selling.

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33:53

The Digital Sales Transformation with Neil Cameron...

Why Did It Fail? ·

2024/09/18

This week, Frida sits down with Neil Cameron, Senior Digital Sales & Marketing Advisor at the Digital Marketing Institute. They discuss how to work smarter, improve personalisation, create a multi-channel approach in sales and how AI can change the selling game. They also spoke about building relationships over quick wins, why traditional sales are broken and the 7 online buyer psychology levels.

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51:43

Cold Calling Live Training with Morgan and Jack...

Why Did It Fail? ·

2024/08/15

We’re back with a brand new episode of Redefining Outbound - with a twist! As a sales leader, you’re probably aware about the importance of training your team. We wanted to share one of our recent cold calling live trainings, in the hope that you’ll find out some useful tips and trips you can pass along to your team.Cognism runs these live sessions, with our host Morgan Ingram, monthly. In case you or your team would like to attend, sign up via the link here:

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40:46

Building Confidence In Your Team And Transitioning...

Why Did It Fail? ·

2024/08/01

This week, Frida sits down with Scott Leese, author and founder of Scott Leese Consulting. They discuss how to be proactive, not reactive, stand out, and dig into the addiction model. They also look into how to build confidence and motivate your team and transiition from rep to manager.

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56:01

Cold Calling Live Training with Morgan Ingram & Sara...

Why Did It Fail? ·

2024/07/10

We’re back with another special episode of Redefining Outbound. If you’re a sales leader looking to trial new training techniques with your team, you might find inspiration in this instalment of our Cold Calling Live training. Morgan Ingram sits down with Sara Plowman, and they discuss how to get past the pitch and really make an impact.They dived into a couple of notable findings from our State of Cold Calling Report for 2024, which you can read in full here:

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26:23

How AI is Shaping Cold Calling (& more), with Atul...

Why Did It Fail? ·

2024/07/03

On this week’s episode of Redefining Outbound, Frida sits down with Atul Raghunathan, the Founder & CRO of Hyperbound. They discuss how AI is shaping outbound channels and how sales leaders can train their teams in these outbound channels. They also dive into the journey of Hyperbound. Tune in for all of the insights.Find out more about Hyperbound here: https://www.hyperbound.ai/

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54:24

Cold Calling Live Training with Morgan, Jack Frimston...

Why Did It Fail? ·

2024/06/19

We’re back with a brand new episode of Redefining Outbound - with a twist! As a sales leader, you’re probably aware about the importance of training your team. We wanted to share one of our recent cold calling live trainings, in the hope that you’ll find out some useful tips and trips you can pass along to your team. With the end of June and Q2 of 2024 fast approaching, now is a great time to find those quick wins so you can end strong. Cognism runs these live sessions, with our host Morgan Ingram,

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22:07

The Problems of Generic Outreach (& More), with...

Why Did It Fail? ·

2024/05/23

This week, Frida sits down with Taylor Bobak, the Sales Development Leader at Faire. She discusses her take on the state of outbound outside of the tech space. There’s an emphasis on brands becoming immune to spray and pray cadences. She also touches on the rise of Instagram and in-person interactions, as effective methods of outbound.

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22:59

Using AI for Deal Modelling and More, with Shilpa...

Why Did It Fail? ·

2024/05/10

Welcome back to another episode of Redefining Outbound. This week, Frida chats with Shilpa Sharma, the Co-Founder & CEO @Flyte, as well as one of Crunchbase’s 2023 Influential Women in Sales. They talk about the capabilities of AI in sales efficiency, plus the role it’ll play for helping to model deals and their outcomes. Tune in for all of the insights.

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27:03

The Playbook for Sales x CS Alignment with Evan...

Why Did It Fail? ·

2024/05/01

Ever wondered what it takes to ensure your sales and customer experience teams are truly on the same page? Well, all will be revealed in our latest episode of Redefining Outbound. You’ll get a sneak peek intp the playbook that we’ve instilled at Cognism, as Frida sits down for a chat with our VP of Customer Experience: Evan Nelson.

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25:04

Do You Understand Your Persona? With Justin Otley, VP...

Why Did It Fail? ·

2024/04/10

On this episode of Beyond The Sales Floor, Morgan sits down with Justin Otley, VP of Global Sales Development at Talkdesk. If there’s one thing you should takeaway from this episode, is that the key to scaling your outbound model, doesn’t start with product messaging. Instead it starts with the persona. Plus, Justin shares how he’s been using ChatGPT to create a buyer matrix within different personas too! Tune in for all the insights.

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102 results

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