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…
🚀 CEOs, here's a crucial reminder: your CMO holds untapped power to drive growth and alignment across your GTM team. CMOs don’t just market—they understand the market. From buyer behavior insights to deep market analytics, CMOs have a pulse on what your customers truly need, how competitors position themselves, and…
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 from simply “ABX curious” to running a full-scale pilot highlights how companies can elevate both engagement and…
📈 Marketing’s Role in Today’s Buyer-Controlled Journey 🚀 Buyers are taking the reins, actively pushing sellers out of the early and even middle stages of the buying process. This shift offers a powerful opportunity for marketing teams to engage and nurture prospects in meaningful ways, throughout the customer lifecycle, not…
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 responsibilities intertwine with sales, product, and finance to drive cohesive growth strategies. Today, we’re diving into the…
🚀 Balancing brand awareness and acquisition is crucial for sustained growth—especially when it comes to managing focus, resources, and time investment. If you over-rotate on closing the deal, you risk missing out on building the awareness needed to maintain a healthy pipeline down the road. Brand investment helps get you…
🚨 PLG might be failing you in B2B 🚨 While product-led growth has been a buzzword in the growth community, it’s not without its challenges—especially in the B2B world. 🏋️ Big names like Netflix and Disney+ struggle with high churn rates, reminding us that acquisition is just one part of…
Let's dive into one of the most critical aspects of the B2B buyer's journey: the importance of building consensus within buying teams. 🧩 For most organizations, the majority of the buying process is spent aligning decision-makers on what they need and who they want to buy from. This means that…
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 interact with, it’s our content. Content is the heartbeat of…
When it comes to your Ideal Customer Profile (ICP), it's easy to get caught up in strict benchmarks—but is that always the best approach? 🤔 In Episode 20, Jeff Ha dives into how your ICP should serve as a guideline, not a rigid rulebook. Setting benchmarks (like company size or…
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 teams, and multi-threading. These challenges are more connected than you might think. Today…
🎯 The "I" in ICP stands for Ideal, not Inclusive 🎯 Kyle Coleman drops some serious wisdom on ICPs: "We're not trying to maximize the number of companies we can reach. We're aiming for the center of the bullseye—that's your Ideal Customer Profile." This isn't about casting the widest net.…
An Ideal Client Profile (ICP) and Target Account Lists (TAL) are nothing new in B2B. Yet, what data to layer–and when–is something many organizations have struggled to clarify, leading to wasted resources and lagging efficiency. That’s why we’re breaking down the steps to build a precise ICP and TAL using…
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 significant generational shift in leadership, so it’s no surprise that innovative leaders are spearheading the…
Welcome to the all new series on Growth Driver, Expert Deep Dives with Aaron Owens. Aaron, Head of Growth Consulting at Intelligent Demand, pulls back the curtain to get deep and detailed in these interviews with real deal experts across all of the practice areas of modern B2B revenue growth:…
When it comes to messaging and positioning, one of the most common roadblocks companies face is misalignment. ⛓️💥 It's not just about getting the right words for your messaging—it’s about ensuring that everyone at the table agrees on the core positioning first. Without that solid foundation, your messaging will always…
Darrell Hammond, Sr., former Olympian and expert leadership coach, shares his insights on what happens when high-performing subject matter experts are elevated into leadership roles without proper preparation. 🔑 What happens when technical mastery meets the challenge of managing people? How can future leaders prepare themselves for that transition? Why…
🎙️ In this episode of Growth Driver, Gabe Rogol dives into a critical CEO initiative: aligning a modern go-to-market approach, especially in complex sales environments. If you're in a market where every account counts, adopting an account-based strategy is essential. Gabe emphasizes how aligning sales and marketing teams through an…
We sat down with Terry Flaherty to discuss the evolving dynamics of buyer engagement. Terry emphasizes the importance of embracing the shift toward engaging multiple stakeholders within a buying group. Instead of resisting this change, it's crucial to celebrate and understand the broader context that drives successful engagement. This episode…
👨⚖️ The law of lead management: if an account isn't worth the effort to multithread, it's not worth your time. Instead of chasing every lead, focus on those accounts that have real potential and invest in multithreading to ensure your efforts yield results. By doing this, you can make sure…
🥊 🎥 Lead Quantity vs. Quality In today's B2B landscape, you simply can't have both. This means it's time for a mindset shift, from lead volume to lead value. Remember that individual leads are hardly worth much anymore, it's really buying groups you need to be going after to really…
💡 Insight Alert from our episode with Darrell Hammond! 🚀 Darrell hits the nail on the head when it comes to personal and professional growth. It's not about how long you've been doing something, but how much you've evolved and adapted along the way. Are you actively seeking new knowledge…
🧩 Every piece of your marketing puzzle–tech, data, and messaging–must be aligned to actually drive growth. Marketing Operations is one of the few roles that requires a deep understanding of the relationship between technology, data, automation, and audience messaging. It's that critical final layer where segmentation meets AI-driven messaging, creating…