🥊 🎥 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…
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. 🔊 After you tune in with co-host John Common and guest Scott…
"The real mistake companies make is retreating into their siloed caves when they hit a valley of death." – John Common 🔊 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 a…
Do you find yourself having “toothbrush moments” before difficult conversations? 🪥 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 “toothbrush moments”—those times when you're rehearsing entire arguments while brushing your teeth, assuming reactions that may never…
Micromanagement is a curse for innovation. 🚫 When leaders micromanage, it stifles potential innovation, hurts team morale, and ultimately prevents leadership growth. Listen to Darrell Hammond’s powerful insights on how to trust your team and foster a culture of growth. 🌱 “One of the hardest things for a leader to…
💸 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 conversion…
Micromanagement is a curse for innovation. 🚫 When leaders micromanage, it stifles potential innovation, hurts team morale, and ultimately prevents leadership growth. Listen to Darrell Hammond’s powerful insights on how to trust your team and foster a culture of growth. 🌱 “One of the hardest things for a leader to…
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 components and modern trends of GTM strategies, breaking it down…
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 your strategy, if you get the people part wrong, it's hard to get the…
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: 🔹 Complexity in Enterprise: Enterprise environments come with a higher level of complexity, requiring a different approach compared to smaller…
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 headed next as a driver of B2B growth. One thing…
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 being…
😳 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 paralyzed…
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 leverage…
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,…