The SaaS Sales Performance Podcast

Edmund Frey is a veteran revenue leader and former Chief Revenue Officer at Spryker, where he led global sales expansion and helped the company become a market leader. With 30+ years in enterprise sales at organisations like Oracle, Adobe, and SAP, Edmund now serves as Founder & Managing Partner of Edventure Capital, a go to market advisory and early stage investment firm. forming teams in today’s challenging market. In this episode, Edmund tackles this challenge head on, sharing 7 actionable strategies to accelerate sales rep ramp time and build a more resilient, high-performing sales team. He outlines how streamlining processes by 30% can shrink onboarding time by an equal 30% (and even cut failure rates by 50%) , and explains how focusing your existing talent on the right opportunities can drive 30 to 40% more sales with the same headcount . Edmund also offers a fresh perspective on targets, suggesting that giving top reps smaller quotas can sometimes yield better results than chasing ever increasing numbers, an approach aimed at sustaining team morale and success in tough times. Listeners will come away with a practical framework to maximize their sales team’s performance and morale, all while efficiently navigating the current economic headwinds.

00:00:00 Introduction – Meet Edmund Frey (ex-Spryker CRO) and overview of the episode’s theme.
00:03:15 Career Journey – From Adobe and SAP to scaling Spryker’s global sales organization.
00:07:30 Resilience & Productivity – Why modern B2B sales teams must do more with less.
00:10:45 Ramp Time as a Priority – Measuring ramp-up and accelerating new rep onboarding.
00:15:00 7 Principles for Efficient Ramp – Edmund’s framework for rapid sales team ramp-up.
00:18:20 Hiring Profile – Hiring reps with the right capabilities for your market.
00:20:10 Steady Onboarding – Avoiding the pitfalls of over-hiring and training overload.
00:22:00 Focusing Resources – Deploying your best reps on high-value deals and opportunities.
00:24:15 Smart Quota Setting – Setting fair, motivating targets from the start.
00:26:05 Communicating OKRs – Translating big objectives without overwhelming the team.
00:28:00 Twin Ramping – Pairing new hires with veteran mentors to speed up learning.
00:30:00 Process Improvement – Streamlining workflows to cut ramp time and errors.
00:33:00 Managing Change – Guiding veteran AEs when quotas suddenly increase (e.g. $2M to $5M).
00:36:00 Sales & Marketing Alignment – Holding marketing accountable to shared revenue goals.
00:38:00 “First 90 Days” – Edmund’s recommended onboarding playbook for new sales leaders.
00:40:00 Conclusion – Key takeaways and final advice for revenue leaders.

Bas Seelen is the Chief Commercial Officer at Azerion, a global digital media and gaming company, where he leads revenue operations across Europe. With over 15 years in online marketing and a track record of building high-performance sales teams, Bas has guided Azerion through an IPO and integrated 65 acquisitions across 15 countries. His hands-on leadership in aligning global sales operations and fostering a coaching culture makes his insights highly relevant to CROs and sales leaders focused on team performance and growth.
In this value-packed episode, host Matt Milligan and Bas explore how to scale a revenue organization after dozens of acquisitions, emphasizing why each integration requires a unique playbook. Bas shares how blending an entrepreneurial culture with structured processes helped maintain performance across diverse markets. You’ll learn how he implements cross-country knowledge exchange and a “coaching framework” to break down silos and drive consistent sales excellence. Bas also offers contrarian insights on motivating sales teams beyond just money and even using acquisitions as opportunities to identify truly resilient, adaptable talent. From leadership mindset shifts to hands-on integration strategies, this conversation provides a roadmap for sales leadership in building high-performing, future-proof teams.
00:00 – Introduction & Theme
00:01:15 – Bas Seelen’s Background & Adtech Journey
00:02:45 – Growth via 65 Acquisitions
00:03:30 – Integration Challenges & Lessons Learned
00:08:30 – Multi-Channel Sales Strategy & Regional Differences
00:11:30 – Introducing New Products & Coaching Teams
00:13:00 – Incentives and Identifying Resilient Talent
00:17:00 – Fostering a Global Sales Culture & Accountability
00:20:00 – Embracing AI and Continuous Learning
00:21:30 – Closing Thoughts & Contact

Paul Archer is the Chief Commercial Strategy Officer at Envision Pharma Group and a seasoned commercial strategist with more than 20 years of experience transforming pharma communications and driving revenue growth. With a strong background in healthcare communications and a flair for innovative service development, Paul has consistently guided companies to embrace integrated, data-driven commercial strategies that bridge scientific excellence with tangible market impact.
In this episode, host Matt Milligan and Paul dive into building scalable commercial strategies for today’s ever-evolving pharma landscape. They explore how digital innovations, cost optimisation, and behavioral insights can fuel success amid industry shifts. Paul shares his firsthand experiences in overcoming market cycles, merging operational efficiency with strategic growth investments, and aligning commercial strategy with real-time market data. His clear vision and hands-on approach position him as a transformative leader in both commercial strategy and pharma sales.
00:00 – Introduction & Theme
00:01:10 – Paul Archer’s Background & Early Career Insights
00:02:30 – Evolving Commercial Strategy in Pharma
00:03:15 – Transforming Client Engagement and Market Cycles
00:04:00 – Leveraging Digital Innovation & AI in Pharma Marketing
00:05:00 – Integrating Cost-Cutting with Growth Strategies
00:06:15 – Building Resilient Commercial Teams through Data-Driven Coaching
00:07:00 – Aligning Sales Strategy with Real-Time Market Data
00:08:15 – Managing Change for Enhanced Productivity
00:09:00 – Final Thoughts & Contact

David Wyatt is the Co-Founder of Celero Ventures and a seasoned revenue leader with an unconventional journey—from electrician to spearheading growth at leading tech companies such as MuleSoft, Databricks, and Aivan. With extensive experience in scaling sales teams and driving multi-million dollar growth, David now leverages his expertise to invest in early-stage software ventures and transform revenue organisations.

In this episode, host Matt Milligan and David discuss building resilient, productive sales teams for 2025 by harnessing systematic revenue management, data-driven hiring, and continuous coaching. David’s unique career path and deep commitment to talent development cement his reputation as a leading authority on scaling revenue and transforming sales organisations.

00:00 – Introduction & Theme
00:01:10 – David Wyatt’s Background
00:02:30 – Early Career Lessons from an Electrician
00:03:15 – Transitioning to Tech & Sales Leadership
00:04:00 – Learning from Industry Pioneers at MuleSoft & Databricks
00:05:00 – Scaling Sales Teams: Data-Driven Hiring & Performance
00:06:15 – Building a Culture of Continuous Coaching
00:07:00 – Strategic Revenue Management for Growth
00:08:15 – Aligning Talent with Market Opportunities
00:09:00 – Embracing Innovation: From Operator to Investor
00:10:00 – Final Thoughts & Contact

In this episode, host Matt Milligan and Andrew discuss building resilient, productive sales teams for 2025 by leveraging systematic revenue management, data-driven performance frameworks, and AI-enhanced prospecting.

Andrew’s journey—from founding startups to advising at 500 Startups—cements his reputation as a leading authority on scaling revenue and transforming sales organisations.
00:00 – Introduction & Theme
00:01:15 – Andrew Boos’ Background
00:02:45 – The Role of Mentors
00:06:00 – From Founder to Advisor.
00:07:30 – Building a “Revenue Factory”
00:08:30 – Systematic Sales Leadership & RevOps
00:10:18 – Rethinking Performance Management
00:11:30 – Setting Pipeline Goals
00:13:00 – Data-Driven Coaching
00:14:35 – Driving Team Adoption
00:18:00 – Accountability and Transparency
00:19:30 – The Power of a Systematic Approach
00:22:19 – Leveraging AI in Sales
00:24:00 – Augmenting Reps vs. Replacing
00:25:30 – Future of Sales Teams
00:26:22 – Closing Thoughts & Contact

In this episode of the SaaS Sales Performance podcast, we dive into the art and science of SaaS pricing with James Wilton, Managing Partner at Monevate. James brings a wealth of experience from his consulting career, including leading McKinsey’s startup pricing division, to help SaaS leaders untangle the complexities of value-based pricing strategies.

Discover why pricing is not about squeezing customers but about capturing a fair portion of the value your product creates. James unpacks the challenges of transitioning to usage-based models, explores the balance between predictability and scalability, and explains why companies should review pricing strategies every two to four years to stay ahead of market shifts.

With insights from his newly released book Capturing Value, James delivers practical frameworks for aligning pricing with customer perception and long-term goals. Whether you’re a SaaS founder or a revenue leader, this episode is packed with actionable insights to refine your monetisation strategy.

In this episode of the SaaS Sales Performance podcast, we sit down with Martin Mackay, Chief Revenue Officer at Versa Networks, to explore the evolving role of the CRO in today’s rapidly changing sales landscape. With a career spanning executive leadership, venture capital, and turnaround strategy, Martin brings a unique perspective on resilience, productivity, and the intersection of sales and technology.
Martin dives into the impact of AI on sales, the challenge of selling in an era where buyers are more informed than ever, and why customer success is now just as critical as new business growth. He also shares his views on navigating market volatility, building high-performance teams, and the delicate balance between leadership accountability and empathy.
From strategic vision to hands-on execution, Martin’s insights offer a masterclass in modern revenue leadership. Tune in to learn how the CRO role is shifting and what it takes to thrive in this new era of B2B sales.

In this episode of the SaaS Sales Performance podcast, we welcome Dominic O’Connor, Chief Revenue Officer at Aurora Consulting.

Dominic draws on decades of experience across industries, sharing his journey from telecoms to cybersecurity to commercial real estate, before stepping into his current role as a CRO mentor and consultant.

With a keen focus on aligning teams, Dominic breaks down the complexities of modern revenue leadership, highlighting the importance of adaptability, data-driven insights, and customer-centric strategies in a rapidly changing market.

He reflects on the role of discipline in both sales and endurance sports, connecting the principles of consistency and goal-setting across both worlds.
Gain a front-row seat to Dominic’s approach to navigating change, empowering teams, and sustaining long-term growth in the face of ever-evolving challenges.

In this episode of the SaaS Sales Performance Podcast, we’re excited to welcome Roberto Ruiz, Former Chief Revenue Officer at Florence, who brings a wealth of expertise in revenue leadership. With a fresh perspective from his new role, Roberto offers actionable insights on the most critical challenges facing revenue leaders today.

Roberto shares his three key focus areas: refining go-to-market strategies to eliminate inefficient “spam cannon” outreach, the importance of rigorous pre-qualification to maximise sales efficiency, and simplifying organisational design for a smoother client experience. He explains how to create lean, effective sales machines while maintaining clear boundaries between customer success and account management roles.

Tune in as Roberto discusses the impact of evolving technologies, the art of building better habits in onboarding, and why focusing on the right metrics is essential to avoid “selling empty calories.”

If you’re looking to optimise your sales strategy and drive sustainable growth, this episode is packed with wisdom from a seasoned revenue leader.