Sales Transformation Lab
Featured Episode with Jonny Adams,
Managing Consultant at SBR Consulting
The 6 must-have ingredients for successful Sales Transformation with Jonny Adams
Jonny Adams dives into the evolving landscape of sales performance, uncovering the behaviours, rituals, and coaching frameworks that drive high-performing revenue teams across the globe.
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Dive Into the Episode:
Key Takeaways from Jonny Adams
Defining Sales & GTM Transformation
“Go-to-Market Transformation” is the strategic process that enables organisations to achieve their growth mandate. Jonny Adams explains how companies must align external market insights with internal elements like propositions, planning, team structure, and tooling. Transformation triggers include new investment, ARR expansion, Private Equity consolidation, and C-suite changes — highlighting why timing and strategy are critical.
Leadership: Alignment, Change & Communication
Strong leadership is central to transformation success. Jonny explores the tension between short CRO tenures and multi-year transformation cycles, the risks of misaligned KPIs from investors down to reps, and why change management is often overlooked despite 70% of projects failing without it. Leadership must act as the “hub” of the transformation wheel, and communication must be clear to prevent the vision from being diluted.
Data & Measurement Integrity
Without accurate data, even the best plans fail. Jonny emphasises defining minimum data integrity standards, ensuring CRM adherence, and using data to track the success of transformation initiatives.
Vendor Strategy & Technology Selection
Transformation requires the right partners and tools. Jonny explains why organisations should choose vendors who are additive and strategic, not just low-cost. He also highlights tech fatigue — juggling dozens of platforms without defined use cases — and stresses that technology alone isn’t enough; human-led support is essential for behaviour change.
Talent, Capability & Mindset Transformation
People are the heart of transformation. Jonny warns against hiring by gut-feel, the myth of the “rainmaker,” and stresses assessing both capability and methodology. Testing mindset alongside skills and behaviour helps identify individuals ready for the next growth phase. Misaligned Sales and Marketing KPIs often cause teams to “speak different languages,” so cross-functional alignment is crucial.
Closing Guidance & Behavioural Change
Jonny leaves leaders with practical advice for navigating high-stakes transformation cycles. The episode underscores the long-term value of behavioural change, leadership alignment, and structured talent assessment as the pillars of sustainable revenue growth.
Stronger Together: SBR Consulting × Uhubs
SBR Consulting brings decades of specialist expertise in sales transformation and performance coaching. Uhubs complements this with cutting-edge enablement intelligence and behavioural analytics.
Together, we help organisations:
Together, we help organisations:
- Build consistent high-performing sales behaviours
- Align leadership, KPIs, and transformation goals
- Improve coaching quality and skill adoption
- Reduce transformation risk through data and behavioural insight
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Stronger Together: SBR Consulting × Uhubs
35%
faster & better skill adoption
22%
improvement in coaching quality
3x
increase in behaviour consistency
18%
uplift in pipeline generating activities
A structured breakdown of the six essential pillars Jonny Adams discusses — covering GTM strategy, leadership alignment, change management, data integrity, technology selection, and talent capability.
Download: PDF Checklist
A practical guide to aligning market insights, propositions, planning, team structure, and tools — all core components highlighted in the episode.
Cooming Soon
A clear checklist to prevent transformation breakdowns caused by KPI misalignment, short CRO tenure, and diluted communication from the C-suite to frontline reps.
Cooming Soon
This toolkit helps teams identify risk factors, establish communication flows, and anchor change roles early.
Cooming Soon
This scorecard helps revenue teams evaluate vendors based on trust, strategic value, and behaviour impact — not just cost.
Cooming Soon
Designed to help leaders test skills, knowledge, behaviour, and mindset to identify who is ready for the next growth phase.
Cooming Soon
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Partnering with Uhubs allows us to combine SBR Consulting’s deep expertise in sales transformation with a data-driven platform that truly drives behaviour change. Together, we’re helping organisations align leadership, talent, technology, and processes to achieve measurable commercial impact. This isn’t theory — it’s transformation that works.”
— Jonny Adams, Managing Consultant, SBR Consulting
— Jonny Adams, Managing Consultant, SBR Consulting
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