Over at Intelligent Demand we've been talking a lot about the Old Playbook vs the New Playbook and the urgent need for companies to update their growth strategies if they want to keep up in today's B2B environment. š After you tune in with co-host John Common and guest Scottā¦
"The real mistake companies make is retreating into their siloed caves when they hit a valley of death." ā John Common š Cross-functional collaboration can transform your go-to-market efforts and help you get out of those tough spots. Like John and guest Bryan Brown discuss, it's probably not just aā¦
Do you find yourself having ātoothbrush momentsā before difficult conversations? šŖ„ In a recent episode, guest Julie Holunga and co-host Anne-Marie Coughlin share insights on preparing for those tough talks. Anne-Marie calls it ātoothbrush momentsāāthose times when you're rehearsing entire arguments while brushing your teeth, assuming reactions that may neverā¦
Micromanagement is a curse for innovation. š« When leaders micromanage, it stifles potential innovation, hurts team morale, and ultimately prevents leadership growth. Listen to Darrell Hammondās powerful insights on how to trust your team and foster a culture of growth. š± āOne of the hardest things for a leader toā¦
šø Who could say no to 400% improvements in conversion rates? It's not about pouring more money into marketing. The magic lies in changing the process and culture within the organization. In a recent episode with Terry Flaherty, he shared that some companies are seeing a 25% improvement in conversionā¦
Micromanagement is a curse for innovation. š« When leaders micromanage, it stifles potential innovation, hurts team morale, and ultimately prevents leadership growth. Listen to Darrell Hammondās powerful insights on how to trust your team and foster a culture of growth. š± āOne of the hardest things for a leader toā¦
Amidst the boom of go-to-market (GTM) in B2B, thereās 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 weāre dissecting the core components and modern trends of GTM strategies, breaking it downā¦
People and culture are the bedrock of any successful growth strategy. But itās easy to lose sight of this amidst the technological tools, trends, and best practices that bombard growth leaders daily. No matter how brilliant your strategy, if you get the people part wrong, it's hard to get theā¦
In the latest episode of Growth Driver, we explore the unique challenges and strategies of enterprise marketing and sales with Gabe Rogol, CEO of Demandbase. Here are some key takeaways: š¹ Complexity in Enterprise: Enterprise environments come with a higher level of complexity, requiring a different approach compared to smallerā¦
Depending on when you start counting, Account Based Marketing and Selling is 15+ years old as a defined GTM strategy. Itās time we take a fresh look at how and why Account Based started, its current state, and where itās headed next as a driver of B2B growth. One thingā¦
There will never be a day without a new technology or tool to chase in B2B. But the people element will always be a factor when it comes to growth. Co-host Anne-Marie Coughlin and guest Julie Holunga dove into the role of deliberate leadership, emphasizing the importance of leaders beingā¦
š³ 40-60% of B2B purchase decisions end in no decision. That means nearly half of B2B buyers start the purchasing process but then decide to abandon it. But why? It's not that they prefer the status quo. Even when buyers recognize the new solution is superior, they are often paralyzedā¦
There are many influential factors that drive efficient growth, alignment being one of the top. But without trust and empowerment in your teams, there is no alignment, and growth is limited before you even open the gates. John Arnold emphasizes how giving sales and marketing leaders the latitude to leverageā¦
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 rateāwhen opportunities and buying groups can claim numbers up to 400% increases in conversion rates. It's time toā¦
In the latest episode of Growth Driver, April Dunford dives deep into one of the most common mistakes in positioning: thinking it's all about showcasing how great we are. She explains that one of the most common positioning mistakes in the world of B2B, especially with big-ticket items, we can'tā¦
What makes or breaks a B2B growth strategy? The pivotal roles of understanding your ideal customer, aligning your product to their needs, and crafting positioning and messaging that not only attracts but wins and retains those very customers. This trifecta can significantly reduce missed revenue, minimize wasted go-to-market spend, andā¦
What makes or breaks a B2B growth strategy? The pivotal roles of understanding your ideal customer, aligning your product to their needs, and crafting positioning and messaging that not only attracts but wins and retains those very customers. This trifecta can significantly reduce missed revenue, minimize wasted go-to-market spend, andā¦
What was the most impactful thing you heard at Forrester this week? When Kerry Cunningham joined us on Growth Driver, we dove into how B2B buying behavior has changed dramatically in the last few years, from intent data to buying groups and beyond. Here are some of the top statsā¦
When leaders use "we" unintentionally, it can make individuals feel targeted or talked about. This often raises defenses and can escalate conflict instead of resolving it. Julie Holunga explains that by shifting this narrative and using "you" or "I" to describe impacts, leaders express personal experiences and feelings without makingā¦
Yes, alignment is critical to build and maintain efficient growth these days. But be wary of over-pivoting. Sales engagement platforms tend to enable this "ghost marketing" or "ghost sales" by making it really easy for either function to lean into the others' work stream. Jump to this part of theā¦
Conflict can have a positive impact on your organization when itās handled with the right approach and language. When leaders leverage purposeful actions early on and establish a strong foundation of trust, theyāre able to leverage difficult situations as growth opportunities for their organizations. It starts by prioritizing deliberate leadership,ā¦
If a company is only willing to innovate after seeing someone else succeed in the same endeavor, it's not genuinely at the forefront of innovation. We know that the best innovators are customer obsessed because they don't think of themselves as a product that solves a problem. They think ofā¦
In the race towards modernizing go-to-market strategies, B2B firms often lose sight of what truly propels growthāthe customer. If you've nodded in agreement to buyersā behavior shifts, the tangle of tech consolidation to drive efficiency, and the explosion of new GTM motions; itās time to pause. Amidst all this talkā¦
There are too many people who can do things if they're told what to do, but won't make a decision. And there are plenty of people who get paralyzed in the analysis before making a decision, but just analyzing isn't enough to make an informed decision. You've got to getā¦