In Part 1 of this episode, Rory Brown (Chief Commercial Officer at Kluster) reframes forecasting as an executive decision tool, not a spreadsheet ritual. He explains why many businesses still “feel” their way through board reporting, how latency and fragmented data kill credibility, and why sales forecasting becomes politics when culture rewards narratives over evidence. You’ll hear how Kluster blends the art + science of forecasting to surface uncomfortable truths early enough to act.

In Part 3 of our episode, Matt Ring argues that ‘sales enablement’ is too narrow – the real job is revenue enablement across the full customer lifecycle. He shares practical segmentation frameworks for focusing on strategic, future‑potential and volume accounts, and debates how AI and signal data can support rather than replace human judgment. Matt then opens up about two major crises – Facebook’s missing mobile ad product and Deliveroo’s COVID lockdown shock – before closing with clear, 2026‑ready advice for commercial leaders on propositions, processes, people, and scaling the basics with AI.

In Part 2 of this episode, Matt Ring takes us inside Deliveroo’s nine‑country operation and its multi‑billion‑pound marketplace. He unpacks how seemingly small product changes, like Rider Check‑in, drive customer experience, loyalty, and margin in a tight unit economics model. Matt then digs into building a global GTM calendar around local commercial priorities, how to hold a core narrative while flexing 30% for regional nuance, and where AI is genuinely helping with content consistency and coaching.