Warren Hammond

CRO | CCO | CSO

Senior Commercial Executive with a passion for Sales and Sales Teams.
Led fast-growing sales teams (100%+ yoy) in the UK, India, Benelux
Experienced European leader - Benelux, UK, Nordics, DACH, Italy and Eastern Europe
Collaborative leader with a focus on driving high performance with a focus on data, playbooks and inspiring teams to realise their potential.
Natural, enthusiastic communicator with all stakeholders
Financially literate - forecasting, P&L, profitable growth and ROI analysis
Experience with Private Equity and Investors
Successfully exited an Axel Springer business in 2020

For over 20 years, I've been taking on sales targets and beating them - from selling space in phone books straight from university to running international, multi-channel sales and marketing teams. The most enjoyable part of my career has been working with groups of motivated individuals and transforming them into a winning team.

Since finishing my last full-time role, I've worked as an advisor and fractional CRO across Europe,  developing ambitious strategies and building sales organizations that drive growth and increase profitability.
Passionate about helping individuals and teams succeed.

Executive Member

At Rhino Consulting, I work with founder owners, business leaders and sales professionals to improve the whole sales organisation - through strategy, structure, methodology and management – analysing the entire organisation that supports the salespeople. And then making it better.
Clients: Studytube, Panda International, Yonego, PCN, Belvilla, Social Talent, SendCloud

Is "overwhelmed" just a way of saying you have too much to do? No.

It is 𝗻𝗼𝘁 a response to the 𝘃𝗼𝗹𝘂𝗺𝗲 of tasks.
And so the answer is NOT A new productivity app

It is NOT - a shiny new notebook
It is NOT - different colour post-it notes
It is NOT - Time Management

It is Emotional Management.
Feeling overwhelmed is an emotional response to the tasks ahead.

Here are some actionable steps to help manage these emotions:

1. 𝗔𝗰𝗸𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲 𝘆𝗼𝘂𝗿 𝗳𝗲𝗲𝗹𝗶𝗻𝗴𝘀. Recognize when you're feeling overwhelmed and allow yourself to experience these feelings without judgement.

2. 𝗣𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘀𝗲 𝘆𝗼𝘂𝗿 𝘁𝗮𝘀𝗸𝘀. Not everything needs to be done immediately. Identify the most important tasks and focus on those first.

3. 𝗕𝗿𝗲𝗮𝗸 𝗱𝗼𝘄𝗻 𝗹𝗮𝗿𝗴𝗲 𝘁𝗮𝘀𝗸𝘀. Large tasks can seem daunting. Dividing them into smaller, more manageable tasks can make them less overwhelming.

4. 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲 𝗺𝗶𝗻𝗱𝗳𝘂𝗹𝗻𝗲𝘀𝘀. Take a break and practice mindfulness exercises. This can help reduce stress and reframe your perspective.

Do not let the size of your To Do list stop you from Doing!

=============================

I think about and write about Sales and Leadership
I'm blessed to work with great people every day

𝗥𝗲𝘁𝗵𝗶𝗻𝗸 𝘁𝗵𝗲 𝗣𝗿𝗼𝗯𝗹𝗲𝗺 - 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 & 𝗟𝗮𝘇𝗮𝗿𝘂𝘀

If you suffered a cardiac arrest, your chances of survival would likely be no better than 16%. But Dr Sam Parnia MD doubled those odds, achieving survival rates of 33%. His work saves 10,000s every year.

How did the doctor nicknamed Lazarus achieve this?
𝗕𝗼𝗹𝗱 𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴.
Parnia wasn’t content with tweaking legacy practices or marginally improving CPR. Instead, he asked a bigger, more audacious question: How can we bring more patients back to life?
His answer lies in innovative methods—dramatically cooling the body, oxygenating the blood, and reintroducing it to prevent neuronal damage.

Parnia’s approach rewrites the rules and reframes the problem, which provides a leadership lesson for all of us.

Too often, in business and beyond, we aim for incremental gains—a 5% improvement in sales and a 10% increase in efficiency. While valuable, this mindset inherently limits what’s possible. It assumes the existing system needs refining. But breakthrough results—the kind that change industries or double survival rates—demand a 𝘀𝘁𝗲𝗽 𝗰𝗵𝗮𝗻𝗴𝗲, not an adjustment.

Take a sales team as an example. A 15% conversion rate might feel respectable. Improving it to 20%—a 33% increase—might feel extraordinary. But what if you reframed the challenge entirely instead of focusing on conversions? What if the goal was to reduce non-conversions (85%) by 33%? That shift forces a wholly new set of questions and strategies, unlocking paths you hadn’t yet considered.

𝗧𝗵𝗶𝘀 𝗱𝗶𝘀𝘁𝗶𝗻𝗰𝘁𝗶𝗼𝗻 𝗶𝘀 𝘄𝗵𝗮𝘁 𝘀𝗲𝗽𝗮𝗿𝗮𝘁𝗲𝘀 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗳𝗿𝗼𝗺 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽:

Management refines and optimises. It focuses on continuous improvement within existing frameworks.
Leadership reimagines and transforms. It challenges assumptions, sets audacious goals, and creates the conditions for step changes.
Incremental improvements are critical for maintaining momentum, but they’re not enough when the goal is to redefine success. As leaders, we must dare to think bigger, reframe the problem, and look beyond percentages for possibilities that were previously out of reach.

Dr Parnia didn’t focus on small gains. He focused on rewriting what’s possible. That’s the kind of thinking that creates breakthroughs—in medicine, in business, and in leadership.

#sales #leadership #mindset #transformation

Did Henry Ford invent SDRs?
No - but if he was around today he might have done…
Why?
"Henry Ford is not only famous for cars - he's famous for the assembly line"

His game changing idea was to optimise every step of the production.
Efficiency and Productivity.
He revolutionised the world of car manufacturing.

What can we learn from this?
𝗔𝘁𝗼𝗺𝗶𝘀𝗶𝗻𝗴 -  breaking down complicated processes into smaller parts.

Fast-growing sales teams adopt similar tactics with their processes to increase productivity & speed.

For example, a software company selling B2B in today's market.
They break down the process, so the sales team have specialised roles.

One team member is on Lead generation
Another for initial outreach
A third for product demonstrations, and
The fourth is for contract negotiations.

Further on, there will be Onboarding and Customer Success
This specialisation improves productivity.

And it allows each team member to excel in their area of expertise.

They become experts.
Result: Better sales outcomes.

There is a specific advantage for companies scaling up.
This atomised sales process allows for more effective training & onboarding

How?
Each new team member is trained in a specific role.
Easier to bring employees in & quicker for them to be up to speed.
When you're scaling, you're in a rush.

Data is crucial to optimisation.
An atomised sales process leads to more accurate data analysis.
By looking at each stage separately, we can start to track metrics by step.
This data can help optimise sales, leading to productivity and new business wins.

Considerations

𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻:
Handover and a shared view must be a priority
Communication and sharing between the teams help ensure that all learning is shared and prevents the creation of silos.
A team that doesn't communicate well will quickly become disjointed & fall into the blame game.

𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁:
Try to have one manager for the whole process. If you must have multiple, make them share a common target.

𝗘𝗻𝗱 𝗜𝗻 𝗠𝗶𝗻𝗱:
What is it that you want the Assembly line to build?
Identical cars was Ford's model "Any colour you want as long as it's black."
Would you like New Customers?
Customers from a particular segment?
Valuable Customers?

Make sure all the team members know what Ideal looks like
And build the Assembly line to deliver against that.

𝗦𝘂𝗺𝗺𝗮𝗿𝘆:
The assembly line & the modern-day sales process share many similarities
Both involve breaking down a more extensive cycle into smaller, specialised parts.
This allows for greater efficiency & productivity.

For businesses scaling up and bringing on new employees, this process can ensure that each new team member can be productive quickly.

#sales #leadership #sdrs #scaling #founders 
=========================
I write about Leadership, Sales and Mindset
Conversations I have with my team inspire my thinking and posts
Specialisation in sales is a regular topic with leaders

Who in your Inner Circle do you not Trust anymore?
Who have you outgrown?

One topic that comes up regularly: 
Teams and Tribes. Personal and Organisational.

Do You have a Trusted Tribe?
At work we talk a lot about the importance of having the right people in the right seats on the bus.
That's important.

Personally. Do you have the right people around you? Still?
If not - what are you doing about it? 
Are you leaving it to chance? 
Hoping you will bump into the right people?

Or are you intentionally filling the seats on your own Advisory Board with Trusted Counsellors?

If you are a Leader or a Founder, this is important. 
If you are a Manager, this is important. 
If you've just left College, this is important.

Why?
Because It's Your Company. Your Business. Your Career.

Three quotes to consider today: "Go to War with an Army of Counsellors" (paraphrased from the Bible) 
"You are the Average of Your 5 Closest friends. Show me your friends, and I'll show you your future" (Jim Rohn) 
"Greatness is achieved in the Agency of Others". (Prof Scott Galloway)

Choose the proper army of counsellors before "you go to war", i.e. Take on a big challenge.
The People Around you will become your benchmark for Performance. 
Choose carefully what you want.
Why? Because Greatness is Achieved in the Agency of Others.

You'll not often see a post referencing the Bible and Scott Galloway  - but here you are.

Enjoy.
#leaders #leadership #tribe #ProfG #bible
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I write about what I spend a lot of time thinking about - Leadership & Sales
Real conversations with real people prompt my posts - thank you to those who inspire me everyday

Johnny Stiffell

Huge Arsenal fan | Sharing my work to help SDR's achieve > 150% Quota

Over the past two years I successfully transitioned from Recruitment into SaaS sales, whilst delivering value-led content to sales reps.

All through my own experience.

My aim’s are;
1 - Provide Sales & Marketing teams excellent contact data.
2 - Help reps take the right steps towards smashing their quota.

I help SaaS sellers book more meetings & generate more company revenue by teaching proven methods & giving them the ammunition to reach out.

My results:
→ Over 160% average quota attainment
→ No.1 rep as an SDR at Cognism
→ Coached internal & external teams to hit numbers

If you want to learn & have me run you through how Cognism provides excellent, & GDPR compliant contact data;

→ GO HERE: https://cognism.my.leandata.com/l/qpl5PcY/johnny-stiffell-personal-booking-link-30-mins 

If you want to learn & level up your sales skills;

→ Go to my services page / Drop me a DM. 

P.S - I am a massive Arsenal fan & Co-Founded my own Sunday league Football team. ✌🏼🚀

Sr Enterprise Sales Development Representative

FY 24 - Q2 - 191% + SDR Of The Quarter 🏆 🚀
June 24 - 200% 🚀
May 24 - 147% 🚀
April 24 - 225% 🚀 - RAMP

Hello LinkedIn, it’s 2026 and we’re back !

Last year pushed me in ways I didn’t expect.

Also, jumped from 10k to 18k followers which still feels surreal if you picture yourself in one-room. 

2025 reinforced something simple for me.

Clarity beats clever.

Specific beats generic.

And real insight only comes from doing the work…

Trust me, that’s when you learn.

This year isn’t about posting more.

It’s about posting better.

More real sales lessons.

More honesty from the trenches. 

Less noise, more signal.

If you’ve been here a while, thank you for sticking around.

If you’re new, I’m glad you’re here.

Let’s make 2026 count. ✌🏼

P.S - I know I need a new banner… I’m working on it. :) 

Johnny Stiffell

Huge Arsenal fan | Sharing my work to help SaaS sellers achieve ​> 150% Quota

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2025, closed-lost opportunities.

One of the first notes I wrote when I came back this year.

Not new leads.

Old conversations.

Relationships that were already built.

Real decision-makers who already trusted you.

In my world, most deals come down to a “data-led decision.”

And honestly, that’s the right way to evaluate.

But data changes.

Budgets shift.

Timelines move.

These things don’t…

How you treated them.

How fast you responded.

How much care you showed.

People remember the last interaction.

And sometimes, the timing was the only thing that was wrong.

Now might be different.

And even if it isn’t, staying in touch should’ve happened anyway.

Closed-lost doesn’t mean closed forever.

Loop back around, team ✌🏼

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The Battle

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