15. Callum Matthews-Mackay, Head of Sales at Onetrace - Selling Compliance Software to Fire Safety's Hardest-to-Reach Buyers

Callum Matthews-Mackay leads sales at Onetrace, the compliance software fire protection subcontractors use to prove installations were done right, turning what used to be a paperwork scramble into a one click report. Before Onetrace, he spent over a decade selling into industries nobody else wanted to touch: corporate partnerships at Macmillan Cancer Support (Nestlé, Morrisons, a four year Pizza Express deal, over £1m in new business), the £700bn interior design trade at eporta, and hospitality partnerships with Best Western, Macdonald Hotels and Searcy's at Bridebook.

In this episode, Callum breaks down what it actually takes to build pipeline into an audience that's on scaffolding, not checking inboxes. He gets into why cold email dies in construction, how regulation like the Building Safety Act turns into a genuine sales trigger, and what it means to earn trust when your software is tied to life safety. He's candid about what hasn't worked, not just what has, and talks through building a sales team from scratch in a market this hard to sell into.

We also get into where AI is actually pulling its weight in his go to market motion versus where it's just noise, and the one lesson from Bridebook that's reshaped how he leads a team today.

If you're selling into trade, construction or any hard to reach frontline audience, this one's worth your time.