Videos

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 buying groups can claim numbers up to 400% increases in conversion rates. It's time to…

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't…

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, and…

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, and…

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 stats…

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 making…

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 the…

Conflict can have a positive impact on your organization when it’s handled with the right approach and language. When leaders leverage purposeful actions early on and establish a strong foundation of trust, they’re able to leverage difficult situations as growth opportunities for their organizations. It starts by prioritizing deliberate leadership,…

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 of…

In the race towards modernizing go-to-market strategies, B2B firms often lose sight of what truly propels growth–the customer. If you've nodded in agreement to buyers’ behavior shifts, the tangle of tech consolidation to drive efficiency, and the explosion of new GTM motions; it’s time to pause. Amidst all this talk…

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 get…

Intent data never should have been called "intent." We don't know if it means intent, but we do know it's a signal of interest. Experts like Kerry Cunningham and John Miller are saying look at intent data at the account level to know when and where to direct your resources,…

The push for improved margins is nothing new. However, it's becoming increasingly clear that in order to do that, isolated strategies and individual efforts aren't going to cut it. Sales leaders are recognizing not only the necessity to collaborate cross-functionally, but the enormous gains from leveraging other departments' knowledge to…

An impressive 72% of professionals reported they can identify when multiple leads from the same organization engage with their content, and more importantly, they adapt their approach to these accounts accordingly. This makes us wonder, why is the other 28% still running outdated strategies? We know that buyers are really…

Identifying which leads are worth pursuing is critical for long term success, but what if we told you almost none of them are? This may seem counterintuitive in a world where numbers often define success. At its core, effective lead management is rooted in not quantity, but the quality of…

We all know it, sales is almost always an unstructured workflow. All sales leaders have the responsibility of managing constant change, but are you leveraging research and data to build that structure? In this new era of efficient growth, alignment is more critical than ever to keep up with changing…

The way today's B2B buyers are actually buying has changed dramatically in the last few years, leaving many B2B companies with out of date and out of sync go-to-market strategies. The good news is we finally have the research and data-back behavior insights to update GTM strategies with the modern…

🔊 You heard that right, AI isn't the biggest thing happening in tech right now. It's consolidation. Whether it's because of overlapping features, lack of adoption, or simply budget, companies are taking a hard look at their tech stack to see what they can live without and still reach their…

Before the pivot into efficient growth, and even before AI, the field of B2B sales has been seriously transformed in the last few years. B2B buying behavior has shifted, away from meeting with sellers and toward anonymity. There has been an unprecedented rise of different GTM motions; account-based, product-led growth,…

Pillar one of the new B2B growth playbook: growth goals and priorities. It may seem obvious at first, without a target what are we working towards? But the way the old playbook sets goals creates blind spots for marketers and their companies. The old playbook was rooted in growth at…

A customer-centric model is critical for new-technology vendors. Without user-feedback in early stages, well-intentioned innovations may fall short of real-world customer needs. The absence of an efficient feedback loop can make the difference between efficient growth and a growth-bottleneck. Tune in with Scott Albro, co-founder and CEO of Goldie.ai, and…

Golden advice from Aaron Ballew to kick-off your week. Regardless of where you are in your career, mentorship is an invaluable resource everyone should take advantage of. For those in director, executive, or C-level positions, it's easy to lose sight of the simple solutions buried under day-to-day complexities. 🖥️ Check…

Stories of ascent and success don't get more compelling than those penned in the high-stakes environment of the Chief Marketing Officer (CMO). We’re taking an honest look at the path to becoming a B2B CMO, followed by a deep discussion about what it takes to be successful as you enter…

Why should businesses shift focus from the old 'growth at all costs' playbook to the more nuanced approach of 'efficient growth'? What's the lowdown on leveraging technology, data, and AI to supercharge your B2B sales and marketing? Striving for not just growth, but efficient growth in the competitive landscape of…