Videos

🚀 Launching a product isn’t just about saying “Here’s our new feature!”—it’s about aligning with the right stakeholders and tying your launch to real business goals. In B2B, product marketing is responsible for ensuring new features and product updates drive actual revenue impact. This means product marketers need to be…

💸 Replacing a top sales rep costs more than you think. Losing top talent isn’t just about filling a vacant seat—it’s about lost revenue, missed opportunities, and cultural disruption. Consider the impact: 🔹 Revenue loss—Top reps contribute far beyond quota. Losing them means losing deals, pipeline, and customer trust. 🔹…

If you can't connect your pricing model to the value your customers are getting from the product...you're doing it wrong. The days of traditional, static seat-based pricing are being disrupted by value-driven models like usage and consumption pricing. Why? Because today’s customers demand to pay for outcomes—not just access. Tune…

How can B2B organizations transform product marketing into a strategic driver for go-to-market success? Some companies have already cracked this code and realized that product marketing is no longer a handoff function—it’s the connective tissue aligning product, sales, marketing, and customer success. In this episode, we dig into the critical…

Let’s be clear: no one is suggesting you intentionally mess up with your clients. But when something does go wrong (because it will happen eventually), how you handle it can make or break the relationship—and even open doors for future growth. Data shows that if you address mistakes with transparency,…

You'll never close a deal if you can't build trust with potential customers. In a leadership role, if you want your sellers to build trust with their prospects—the true currency of B2B business—you need to model it first. When your team sees you fostering trust through your actions, they’re going…

When companies feel the pressure to hit revenue growth goals, leadership often finds itself at a crossroads: deliver short-term results or focus on building long-term team trust and accountability. But what if the two aren’t at odds? In today’s world of hybrid work, top talent has endless opportunities—and keeping them…

Most marketers today are missing the mark with sales enablement. When you're supporting veteran sales leaders, here's the truth: they don't need step-by-step instructions or AI-generated scripts. What they need is actionable, data-driven insights that tell a compelling story. Veteran sellers know how to build relationships, they do it all…

Sales enablement has long been a buzzword in B2B, but how can organizations truly transform this concept into a strategic advantage? For companies navigating complex, multi-dimensional markets, the challenge of aligning sales and marketing efforts is especially difficult. In this conversation, we explore how marketing can partner with sales in…

🚨 Marketers: Who is your real team? If you asked 100 marketers this question, 99 would say it’s their product marketing, content, lifecycle, or campaign teams. That’s the wrong answer. Your primary team isn’t just your marketing peers—it’s the executive leadership team. True marketing leadership means spending time with them,…

Today's buyers have changed. Dramatically. They're no longer reaching out at the start of their journey—they’re already deep into their research, forming opinions, and narrowing down options before they even engage with a seller. This shift in buyer behavior has fundamentally altered the role of sales. The old playbook of…

‼️ Relatability vs. Perfection. Too often, content creators feel pressure to show up as the expert—the all-knowing authority. But the truth is, people don't connect with perfection; they connect with people. What makes you stand out isn't having all the answers—it's sharing your lived experiences, your curiosities, and even the…

Aligning your cross-functional leaders on priorities isn’t just a nice-to-have—it’s the game-changer for B2B growth organizations today. But here’s the kicker: alignment doesn’t happen by accident. It takes a routine process and a dedicated space for honest conversations and decision-making. When leaders come together to hash out the real priorities,…

🚨 Struggling to align your marketing and sales teams? Stop trying to align them with each other—start aligning them to your buyer. Buyers don’t care about your quotas or internal timelines. They care about their needs, their timeline, and their buying process. In this episode of Growth Driver, we explore…

When it comes to winning new business, the playbook often centers on disrupting the status quo—convincing prospects to leave behind their current solutions, whether it’s a competitor or a DIY approach. But what happens once you become the status quo? Renewals and cross-sells are a completely different game. In these…

Too often, we’re stuck measuring content success by outdated metrics—MQLs, demo requests, and other immediate conversions. But here’s the thing: today’s buyers don’t operate on our timeline. They’re engaging on their terms, consuming content across multiple channels, and making decisions in ways that don’t fit neatly into a lead-gen funnel.…

Here’s the hard truth: talking endlessly about how amazing your product is won’t break through the noise. It might even reinforce the status quo bias you're trying to overcome. Why? Because buyers don’t care about how much you love your product—they care about solving their challenges. To truly disrupt the…

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 isn’t bland–or another obvious statement labeled as the latest ‘hot take.’…

Standing out isn’t optional—it’s essential. 🚀 Your buyers are drowning in the sea of sameness, with countless companies vying for their attention. The key to breaking through? Messaging and positioning that: ✅ Demonstrates a deep understanding of their challenges ✅ Clearly connects your solution to solving their problem ✅ Differentiates…

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 exercise—it's a strategic imperative. Yet, many organizations fall into the trap of using…

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 revisiting some of the most impactful insights on leadership, mentorship, and the real-life challenges that come with…

🚀 The key to efficient growth? It’s no longer about passing the baton. Today’s buyers don’t follow a linear journey, and your go-to-market strategy shouldn’t either. Instead, think of it like a dynamic game of soccer ⚽️—where marketing, sales, and SDRs are playing together, moving the ball seamlessly across the…

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 insights that challenged assumptions and transformed growth into more than just a metric—here are some of the…

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 what makes this role unique—its core responsibilities, how it compares to other C-level…