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Episode: Cold Email Is Broken: Where 90% of Pipeline Really Comes From
In this episode of the Funnel Vision podcast, host Leo Rogers is joined by GTM expert Stuart Brinicombe to unpack why cold email is no longer effective and where modern B2B pipeline actually comes from. Drawing on decades of experience across companies like Novell, Oracle, and Couchbase, Stuart shares practical insights on go-to-market strategy, enablement, leadership, and how sales teams should really be thinking about channels, timing, and AI.
Chapters
(00:00) Introduction to Season Two and Stuart’s Background
An overview of Stuart’s career in sales and go-to-market leadership.
(00:56) From University to Sales
How Stuart found his way into sales and why curiosity mattered early on.
(03:04) Curiosity as a Sales Superpower
Why asking questions and discovery outperform pitching.
(05:57) Sales Enablement That Actually Works
The importance of frameworks, practice, and experimentation in sales training.
(08:19) Learning Through Small Improvements
Why compounding 1 percent gains matter more than big enablement programmes.
(09:08) Lessons from Oracle
What Stuart learned from leadership, acquisitions, and change management at scale.
(13:01) Simplifying Go-To-Market Strategy
Using simple frameworks to align teams and execute consistently.
(16:25) Sales Motions and Buyer Journeys
Why understanding lifecycle stages matters more than generic pitches.
(22:29) AI Hype vs Reality in Sales
How to separate real value from AI noise in go-to-market tools.
(27:31) Fix the Process Before Buying Tools
Why teams should start with problem statements, not shiny solutions.
(31:11) What Actually Works in Prospecting
Why cold email is broken and where pipeline really comes from.
(36:17) Communities, Calling, and Timing
Showing up where buyers already are and why timing beats channel choice.
(44:08) Where 90 Percent of Enterprise Pipeline Comes From
Why calling, advocacy, and human signal outperform email.
(50:43) Leadership and Building High-Performance Teams
Caring about people, shared vision, and empowering individual styles.
(56:57) Lessons from Great Leaders
The impact of humility, culture, and learning from different leadership styles.
(01:02:06) Advice to His Younger Self
Embracing uncertainty, experimenting with AI, and staying open to change.
Follow Funnel Vision for more conversations with leading sales and go-to-market leaders.
Visit https://funnel-vision.ai
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