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Crossing the Pond
B2B sales in the UK are worth over £188 billion a year, drawing ambitious companies from around the world - especially North America. But breaking into the UK isn’t simple. Differences in scale, customer behaviour, sales methods, regulation, and media mean success is far from guaranteed, with over 40% of newcomers failing within three years.
Crossing the Pond is the go-to podcast for B2B leaders planning or pursuing UK expansion. Hosted by Richard Cook, each episode features candid conversations with executives who’ve made the leap. They share lessons learned, wins, challenges, and practical insight on using earned media to drive awareness, credibility, and growth.
EP07: Reinventing the B2B Sales Cycle: Rajan Sodhi on Product-Led Growth That Converts
In this episode, Richard Cook is joined by Rajan Sodhi, co-founder and CMO of Hyperview, to explore what it takes to scale a B2B technology company in today’s fast-changing landscape.
Rajan shares the origin story behind Hyperview and how a bold shift to a cloud-native, product-led model helped challenge a traditionally complex and slow-moving industry. He explains why removing friction from the buying process, empowering users, and prioritising customer experience are key to accelerating adoption and growth.
The conversation also dives into modern B2B marketing challenges, from cutting through digital noise to building trust through authentic, experience-led communication. Rajan outlines how Hyperview uses product-led growth, community engagement, and continuous customer feedback to shape both its platform and its positioning. Looking ahead, Rajan shares his perspective on how AI is transforming marketing, enabling lean teams to do more with less, while reshaping how buyers discover and evaluate solutions.
If you’re interested in go-to-market strategy, product-led growth, and the future of B2B marketing, this episode offers practical insights from the front lines of scaling a global SaaS business.
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