In this episode of Why Did It Fail?, Shivan is joined by Joe Stubbs, VP of UK Sales at Cognism, for a brutally honest look at what happens when a new process sounds smart, but doesn’t entirely stick.

They dig into the early months of Joe’s leadership, where the pressure was high and the ambition was huge. But a well-intentioned rollout exposed some tough truths about enablement, alignment and operational execution.

If you’re leading GTM strategy, trying to fix cross-team friction, or navigating change inside a fast-moving sales org, this episode is full of insight you’ll want to take with you.