Episodes
Each episode of Theory+Practice is an growth toolkit for B2B growth executives. You’ll be informed and inspired with peer stories, expert insights, and new ways to unlock growth performance. Find out if, how, and why you’re on the right track as a growth leader.
The Death of Safe Content: It’s Time to Be Bold in B2B with James Car…
It’s no secret, most B2B content feels lifeless and overly cautious. And even though we have proven research that says the bolder and braver the content the better your engagement will be, it’s rare to find B2B content that i...
The Psychology Behind Messaging that Converts with Tim Riesterer
With today’s B2B buyers, every word counts. Getting your messaging right can mean the difference between closing a deal or losing it to a competitor. Crafting messages that resonate and convert is more than just a creative ex...
The Best of Theory & Practice
Theory & Practice, a special subseries within the Growth Driver podcast, is where John Common, CEO of Intelligent Demand, cuts through surface-level strategies and explores what truly drives B2B growth. Season 1 brought insig...
CGO: The Role Behind High-Performance Growth with AJ Gandhi
In this episode of Growth Driver, John welcomes AJ Gandhi, Chief Growth Officer at Marlin Equity Partners, for an in-depth exploration of the emerging role of the Chief Growth Officer (CGO) in modern B2B growth. They unpack w...
The Journey into ABX as Your Primary GTM Motion with Kevin Sellers
What if your account-based strategy needs to become your business's lifeline? More and more organizations are claiming ABX is the cornerstone of their go-to-market strategy, but they didn’t get there overnight. The journey fr...
Navigating Complexity to Drive Growth as a Tech CMO with Corey Living…
Welcome to a world where the role of CMOs is rapidly evolving, demanding not just creative genius but strategic acumen and data-driven decision-making. It’s up to today’s marketing leaders to understand how their responsibili...
The 7 Steps of the Content Life-Cycle with Ardath Albee
As revenue leaders, we spend the majority of our time working on strategy, processes, and metrics... And we should. But when you step back and look at how our customers and prospects actually get to know us, what they really …
How to Embrace New Buyer Behavior and Move Past MQLs with Terry Flahe…
B2B buyers have changed—and your strategy should too. Are your strategies still centered around the outdated MQL model? You're not alone, but it's time to break free and step into the realities of new buyer behavior, buying t...
The New Model for Modern CMOs with Kyle Coleman
We’re kicking off Season 2 with a deep dive into the mindset and methods of the new model Chief Marketing Officer (CMO). The B2B field is undergoing a monumental transformation—marked by disruption, innovation, and a signific...
Behind the Numbers: Human Moments of B2B Growth in Season 1
Season one of Growth Driver took listeners behind the scenes of B2B growth, where industry leaders candidly shared their experiences, wisdom, and human moments that shaped their journeys. In this special trailer, we’re revisi...
Highlights & Hot Takes: Season 1
Season 1 of Growth Driver was packed with insightful conversations with some of the brightest minds in B2B, and we’re just getting started. Starting in season 2, we're launching an all new type of Growth Driver episode featur...
Decoding B2B GTM: What the C-Suite Needs to Know with Bryan Brown
Amidst the boom of go-to-market (GTM) in B2B, there’s no better time than now to decode the intricacies of the strategy. Is it real? Or, is it hype? Can GTM really unlock efficient B2B growth? Today we’re dissecting the core …
B2B Growth is Powered by Your People with Darrell Hammond
People and culture are the bedrock of any successful growth strategy. But it’s easy to lose sight of this amidst the technological tools, trends, and best practices that bombard growth leaders daily. No matter how brilliant y...
A Fresh Look at the State of ABX with Gabe Rogol
Depending on when you start counting, Account Based Marketing and Selling is 15+ years old as a defined GTM strategy. It’s time we take a fresh look at how and why Account Based started, its current state, and where it’s …
MQLs are Out, Buying Groups are In with Terry Flaherty
The MQL (Marketing Qualified Lead) is a relic from 25 years ago, yet it remains central to most companies' revenue processes. Running an MQL-centric process offers no more than a 1-2% success rate—when opportunities and buyin...