In this episode of The Insiders, Richard Lane is joined by James Donaldson, Founder of Stakki to explore how AI is reshaping the sales tech landscape and what it means for sellers.

James shares why tool overload has left sales teams distracted, why data quality is now the biggest barrier to predictable revenue, and how AI can help reps spend more time doing what they’re actually hired for: speaking with customers.

They also dive into the rise of CRM-embedded AI, the shift towards consolidated tech stacks, and how sales teams can balance human-first selling with smarter automation. If you’re planning your GTM strategy for 2026, this episode is packed with clarity and practical direction.

1. How AI entered the sales process and what’s changed
2. Why automation alone isn’t solving pipeline problems
3. The true bottleneck: unstructured, ageing CRM data
4. Why it’s “crazy to pay SDRs not to talk to people”
5. The rise of revenue orchestration inside the CRM
6. Predictions for 2026: consolidation, cleaner data, smarter coaching
7. What leaders should prioritise before implementing new tools

In this episode of The Insiders, André Stoorvogel (Head of Demand Generation, Workwize) joins Richard Lane (Co-founder, durhamlane) to unpack how Workwize flipped its go-to-market motion - turning data and intent signals into meaningful conversations (and inbound growth that stuck).

André’s story is a masterclass in focus. He explains how a simple pivot - from HR to IT - transformed Workwize’s revenue engine, taking inbound from 5% to 85%.

The secret? Start at the bottom of the funnel, act on buyer intent, and never lose the human touch - even when AI is doing the heavy lifting.

If you’re leading marketing, demand gen or revenue teams and want to know how to build smarter, warmer pipelines… this one’s for you!

In this episode of The Insiders by durhamlane, Richard Lane sits down with Guy Rubin, founder of Ebsta and now Managing Director Insights at Fullcast to unpack the power of focus in sales and go-to-market strategy.

After spending over $1 million chasing the wrong market, Guy shares the honest lessons behind a bold pivot that redefined his company’s trajectory and led to record-breaking growth.

From misjudged integrations and zero-revenue quarters to building a data-driven culture and defining what a true Ideal Customer Profile (ICP) looks like, this is a masterclass in learning from the hard way and winning smarter next time.