Sales Transformation & Customer-Centric Revenue with Dr. Grant Van Ulbrich

In this episode, Warren speaks with Dr. Grant Van Ulbrich, the world’s first doctor of Sales Transformation. They discuss a critical gap in the modern revenue landscape: while other business functions have deep academic rigor, sales education has remained largely stagnant since the 1980s. Grant explains why traditional "tips and tricks" no longer work on informed buyers and why a shift from transactional interactions to genuine value alignment is necessary for business survival.

The conversation dives into the psychology of change and Grant’s "Scared So What" methodology. Most leaders manage operations, not emotions, yet sales is fundamentally an act of imposing change. Grant breaks down how understanding personal reactions to change allows revenue leaders to move from simply telling teams what to do to empowering them through transformational leadership. This approach helps teams navigate the fear of new strategies and structures.

Grant shares insights from the global cruise industry, revealing how shifting focus from internal agendas to customer needs dramatically improved sales effectiveness. He highlights the dangers of "product dumping" and the importance of co-creation. By treating sales as a coaching opportunity rather than a coercion tactic, organizations can align internal culture with the external customer experience to ensure a consistent brand promise across all channels.

Finally, the discussion offers actionable advice for CEOs and CROs on navigating organizational restructuring. They explore why high-performing individual contributors often struggle in leadership roles without the right psychological tools. This episode is essential for executives looking to modernize their go-to-market strategy, foster a culture of ownership among their teams, and utilize science-backed frameworks to drive sustainable revenue growth.

The CRO Spotlight Podcast
Episode 89
December 17, 2025

★ Episode details: https://share.transistor.fm/s/d772d3da

★ Additional episodes: http://www.growthforum.io/podcasts