You Don’t Need More Pipeline (with Sally Yates)

Sally Yates is a go-to-market adviser at Reset & Co, helping growing B2B SaaS businesses find the real obstacle behind stalled growth. Her route there began unexpectedly on an asset-swap trading desk, before she moved into journalism, writing for publications and freelancing on subjects as varied as why Britons love sandwiches. She later crossed into agency and in-house marketing, using storytelling to humanise technical products and shape longer-term strategy. She explains why a request for “more pipeline” may conceal a different problem: buyers lack the tools to make a decision, CFOs receive the same material as CTOs, or product and sales are pulling apart. The conversation explores the 80/20 “land and expand” principle, the value inside existing customers and Natalie’s biscuit-fuelled quarterly reviews. Sally argues that maturing software companies need outcomes, proof and a clear product story, not another list of features. They also examine AI in marketing, from intent data and HubSpot workflows to automated adverts that risk sounding like everyone else’s. Sally sees AI as valuable for repeatable work and data analysis, but says human judgement, brand, point of view and storytelling still create distinction. Her advice is to diagnose before prescribing, prioritise the three changes most likely to move the needle, learn the new tools without following fashion, and remember the value of being human. Guest: Sally Yates, go-to-market adviser, Reset & Co Recorded for The Technology Show on Voice FM 103.9, Southampton — broadcast 9 October 2026. Listen live on Fridays at 1pm. More episodes: thetechnologyshow.uk (https://thetechnologyshow.uk)