Episodes
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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 relationship between product marketing and a precise ICP, how to effectively align product offerings with customer needs, and optimize for pipeline generation–all while staying flexible to market shifts.
Then, we dive deep into the rising importance of product marketing in shaping pricing strategies, aligning sales enablement with buyer needs, and driving cross-functional cohesion. Sam Melnick shares how product marketing can act as the central node for gathering and synthesizing customer insights, informing product roadmaps, and fostering long-term customer success. The episode breaks down how product marketers can thrive at the intersection of strategy, execution, and stakeholder alignment.
Joining us today is Sam Melnick, VP of Product Marketing at Postscript, a leader in SMS marketing for Shopify merchants. Drawing from his wealth of experience, Sam illustrates how product marketing goes beyond launches to influence customer lifetime value, revenue efficiency, and market expansion. Whether you're a product marketer looking to amplify your impact or a business leader seeking to unlock untapped potential in your GTM strategy, this episode is a masterclass in building alignment, agility, and lasting value.
About the Guest
With a proven track record at high-growth SaaS companies, Sam and his teams have contributed to significant milestones: 400%+ revenue growth, doubling competitive win rates, 2.5Xing deal sizes, and raising renewal rates by 20%+.
Currently, Sam is the VP of Product Marketing at Postscript, overseeing product marketing and enablement. At Postscript, we've expanded from 1 to 3 products and secured over triple-digit % revenue growth despite the challenging environment for SaaS companies.
He began his career as a CMO Analyst at IDC, serving billion-dollar companies like Salesforce, Adobe, Intuit, and SAP. This foundational experience shaped Sam’s strategic perspective and influenced his approach to marketing and customer success leadership. With experience at startups backed by top-tier VCs such as Greylock Capital, Sequoia Capital, Battery Ventures, and Y Combinator, Sam brings expertise to drive growth in the competitive tech landscape.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.
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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 engaged, productive, and motivated requires more than quotas and KPIs. It requires leadership that blends accountability with empathy.
Consistent, empathetic leadership isn’t about being “soft”—it’s about making the work personal, holding individuals to clear performance expectations, and building an environment where high performers thrive. Addressing underperformance, fostering trust, and connecting a team member’s personal goals to business outcomes are all part of creating a winning culture. The cost of losing top talent—financially and culturally—can be staggering, and smart leaders understand that retaining top performers and reducing friction in their roles is critical to achieving growth.
Helen Fanucci, a seasoned leader with over 25 years of experience managing high-performing sales teams at tech giants like Microsoft, Apple, and IBM, joins us to share the practical strategies behind empathetic leadership. From setting outcome-based performance expectations to managing difficult conversations with underperformers and high achievers alike, Helen’s approach turns leadership theory into actionable practices. Tune in to hear how clear communication, accountability, and care can drive stronger team performance—and measurable revenue impact.
About the Guest
Helen Fanucci is the Founder and CEO of PipelinePower.AI, which helps B2B companies accelerate revenue growth utilizing AI and cutting edge B2B capabilities. Recognized internationally, she frequently speaks on AI-driven strategy, sales leadership, and building high-performance teams.
She is the best-selling author of Love Your Team, A Survival Guide for Sales Managers in a Hybrid World. As an MIT-trained engineer she developed the Love Your Team system of management over a 25-year career on the front lines at top tech companies including Apple, Sun Microsystems, IBM, and Microsoft. Helen has built and led high-performing sales teams responsible for billions in revenue.
As an advocate for female entrepreneurs, she invests in early-stage, female-founded companies and serves as a Limited Partner in venture firms such as Emmeline, SoGal, and Swizzle Ventures. Helen is an Associate Producer of the award-winning documentary Show Her the Money, which highlights the fact that female entrepreneurs receive only 2% of the funding despite having a stronger track record of results.
Helen serves on the board of directors of Legacy Executive Club, a membership organization focused on uplifting careers and enriching lives.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.
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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 meaningful, measurable ways. From integrating first- and third-party data to effectively translating that data into actionable sales insights, we’re digging into the practical how-tos of enterprise-level sales enablement.
Our guest, Mike Lempko, Senior Director of Marketing Operations at Vizient, joins us to share his deep expertise across sales, marketing, and operations. With experience spanning agencies and enterprise organizations, Mike offers insights into how companies can unlock the full potential of their sales and marketing teams:
Addressing the Sales Enablement Spectrum: How marketing supports transactional, consultative, and relationship-driven sales differently.The Role of Data in Sales Enablement: Using first- and third-party data to prioritize opportunities and build actionable insights.Overcoming the Pain of Doing Nothing: Strategies to identify and engage decision-makers early in their buying journey.Bridging the Sales-Marketing Gap: Building trust with seasoned sales professionals while adding strategic value to their processes.Technology as a Unifier: Aggregating data into a single source of truth to simplify sales workflows and drive adoption.Tune in to hear how Mike and his team at Vizient are breaking down silos and aligning go-to-market functions for greater impact.
About the Guest
Mike joins Growth Driver with a deep background in sales, business growth, marketing strategy and operations. Currently, he serves as the Senior Director of Marketing Operations at Vizient, a leading healthcare performance improvement company dedicated to optimizing costs, quality, and patient outcomes. Mike and his team lead the charge on marketing operations, creative services, and omnichannel strategy, crafting dynamic customer journeys and aligning sales and marketing efforts to drive results..
With over a decade of experience under his belt, Mike has left his mark on companies like Verizon, Intelligent Demand, Techint Labs, and the Denver Post. From forging strategic partnerships to building and implementing successful sales and marketing strategies, Mike's proven track record demonstrates his ability to drive revenue growth for companies of all sizes. When he's not driving business growth, Mike enjoys exploring Colorado's outdoors through hiking, skiing, and rollerblading - even including a remarkable 3,500+ mile charity rollerblading journey from San Francisco to New York City.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.
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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.’
Today we’re exploring why traditional approaches to B2B content often fail to captivate audiences, the dominance of video, podcasts, and the influence of dark social in decision-making. It’s time B2B marketers challenge the status quo of "safe" content and rethink their approach to storytelling, tone, and audience engagement…but how do you actually do that?
Tune in with us as we sit down with James Carbary, founder of Sweetfish Media, for a masterclass on how B2B brands can break free from outdated content norms. From the power of co-hosted commentary to the importance of embracing imperfection, John and James dissect the mindset shifts needed to produce not just good content, but memorable and impactful content. Whether you're a seasoned CMO or just beginning to explore content strategy, this episode delivers the inspiration and tools you need to escape mediocrity and take your content to the next level.
About the Guest
James is married to the kindest human on planet Earth. His wife Lisa was a dolphin trainer at Disney World for 12 years, and is now pursuing her Master’s degree in Marine Mammal Science. Their son JJ, and foster son Zion, are currently being trained up to love God and add value to people’s lives. Team Carbary is on a mission to inspire millions of people to pursue Jesus, family, and growth.
Professionally, James is the founder of Sweet Fish (3x Inc. 5000 video podcast agency), Creator House (video podcast production studio), and B2B Growth (top 100 marketing podcast).
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.
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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 the same messaging tactics across all stages of the customer lifecycle, missing opportunities to leverage buyer psychology effectively.
This episode explores the nuances of messaging and positioning, diving into how value propositions must evolve based on where your buyer is in their journey. We break down the critical difference between "value selling" and "solution selling" and why it's essential to tailor your approach. For customer acquisition, it's all about disrupting the status quo, shaking up your prospects' thinking to show them why change is necessary. But when it comes to expansion and renewals, your messaging needs to shift gears—focusing on the value and outcomes you've already delivered to reinforce why sticking with you is the best choice.
Joining us is Tim Riesterer, a seasoned expert on the intersection of messaging, psychology, and sales effectiveness. Tim brings decades of experience helping organizations understand what truly drives conversion and how to leverage buyer psychology to craft messages that align with each stage of the customer lifecycle. In this episode, he shares actionable insights into how you can transform your messaging strategy to not just communicate, but truly connect—and convert.
About the Guest
Tim Riesterer, Chief Strategy Officer at Corporate Visions, is the sought after expert on evidence-based revenue growth using counterintuitive approaches. Known for his candid thought leadership and engaging keynotes, he’s spent decades testing and refining go-to-market strategies that put buyers squarely at the center. Tim is the author of four insightful books, including Customer Message Management, Conversations that Win the Complex Sale, The Three Value Conversations, and The Expansion Sale.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to see how we help B2B companies grow revenue.
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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 standout moments!
From John Common’s advice to have the CMO, CRO, CEO, and CFO at the table for strategic planning to breaking down real growth goals, every episode challenged the status quo. With a call for courageous and wise decision-making, John reminds leaders that driving growth isn’t about waiting for a crisis but about proactively instigating change for long-term success.
As the industry shifts towards “efficient growth,” Theory & Practice continues to explore how many companies over-focus on short-term acquisition, ignoring the deeper fundamentals. John emphasized the power of alignment: connecting brand, demand, sales, and customer success by holding every team accountable for the unified message that speaks to customers with one voice.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.
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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 titles, and how CGOs drive aligned growth across diverse functions.
AJ shares insights from his experience as a CGO, shedding light on the evolving demands of go-to-market strategy. With businesses prioritizing both growth and efficiency, AJ breaks down his “DRIVER” framework, a powerful approach for scalable, cross-functional alignment:
D for Differentiation: Craft compelling, customer-centered messaging to stand out.
R for Raise Sales Talent: Prioritize skill development and continuous enablement.
I for Ideal Customer Profile Pipeline: Target ICP-based opportunities that drive true value.
V for Value Realization: Measure and communicate ROI at every customer stage.
E for Expansion of Existing Customers: Foster lifetime value through smart renewal and cross-sell tactics.
R for Revenue Team Excellence: Encourage cohesion and innovation across functions.
Tune in to understand the CGO’s role in building end-to-end growth strategies and transforming growth into a true team sport.
About the Guest
Entrepreneurial general manager with expertise in B2B sales strategy, productivity and operations and proven ability to sell enterprise deals. 20+ years of experience with over 50 B2B companies covering all major geographies (NA, EMEA, APJ), customer segments (Enterprise, Commercial, SMB) and routes to market (Field, Inside, Channel, OEM Sales).
Distinctively known for: GTM acumen, team building and development, collaborative problem solving, driving change and creating a high aspiration, yet fun, winning culture. Intrinsically motivated by the opportunity to contribute and make a difference.
Active non-profit leader and proudly recognized as "Father of the Year" by Board of Supervisors of San Mateo County, CA.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.
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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 conversion rates by focusing their efforts on the accounts that matter most; and the critical elements that will prevent account-based success if not addressed early and head-on.
That’s why we’re exploring what happens when ABX goes beyond being just one of many strategies in a marketer's playbook and instead takes center stage as the primary motion to drive both demand and efficiency. This transition requires a transformative shift in the way companies target, personalize, and engage their audience. But more than just tactical adjustments, ABX done right impacts the entire organization—from aligning marketing and sales to building transparency and cross-functional coordination.
Join us as we dive into the strategic evolution from broad-market targeting to laser-focused account-based strategies with Kevin Sellers, CMO at Avalara and formerly with Intel, Ping Identity, and Avnet. Kevin shares the strategic decisions, executive alignment, and hard-earned lessons that came from piloting and scaling ABX. Join us as we unpack the mechanics of effective ABX strategy and the cultural shifts that make it work.
Kevin Sellers is responsible for Avalara’s worldwide marketing and branding to reinforce the company’s market leader position in tax compliance and to drive demand for its software solutions and services. He joined Avalara in 2024 and brings more than 25 years of broad-based marketing expertise in digital, data/analytics, complex channels and storytelling – driving growth and relevance for world-class brands and moving buyers to action. Prior to Avalara, Kevin has held CMO positions at Ping Identity and Avnet and spent more than 20 years at Intel in various global marketing and investor relations leadership roles. He holds a bachelor’s degree in finance and an MBA from Brigham Young University.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to see how we help B2B companies grow revenue.
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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 art of driving efficient growth as an enterprise CMO, while juggling limited budgets, lots of competition, product complexity, and the never ending challenges of alignment. From defining and refining your Ideal Client Profile (ICP), to driving an orchestrated execution of your go-to-market strategy, the CMO role feels a lot like a pressure cooker.
Pull up a seat as we dig in with Corey Livingston, and discover the lessons, insights, and warning signs she’s gathered in her decades of steering growth in complex enterprise environments. This episode provides an insider's view on strategies that will keep your marketing and sales teams harmonized amidst product innovation and shifting market dynamics.
About the Guest
Corey Livingston is a results-driven marketing leader with over two decades of experience in strategic marketing, demand generation, and revenue operations. Formerly the Senior Vice President of Marketing & Sales Operations at OneNeck IT Solutions (now US Signal), Corey leads cross-functional teams in executing go-to-market strategies that drive brand visibility, customer acquisition, sales pipeline and revenue. Her leadership has been pivotal in implementing a data-driven demand generation engines, resulting in increased sales pipeline and new logo growth across complex buying journeys. Corey holds an MBA from Loyola Marymount University and a BBA from Texas Tech University.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.
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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 B2B growth—yet, let's face it, much of it is uninspired and forgettable. B2B content is often generic, jargony, and timid. And it’s not a stretch to say you could swap logos on the content in most categories and not even tell the difference.
So how do you create content that doesn’t suck? That’s what we’re going to cover today with content expert Ardath Albee. Join us as we walk through the key steps of the content process and uncover insights, advice, and mistakes to avoid so we can create content that is super engaging, highly relevant, differentiating, and actually drives growth.
About the Guest
Ardath Albee is a B2B Marketing Strategist and CEO of Marketing Interactions where she creates personas and persona-driven content marketing and buyer enablement strategies for her clients. She’s written two books—Digital Relevance and eMarketing Strategies for the Complex Sale—and is often found speaking at industry events, leading workshops, and on the lists of the top B2B industry experts to follow.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.
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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 we’re tackling the monumental shifts in B2B buyer behavior and why clinging to Marketing Qualified Leads (MQLs) is no longer the path to revenue success. It's time to equip your business with the know-how to engage buyers on their terms and dramatically improve your revenue process.
Join us as we reconnect with two game-changers from season one, Terry Flaherty and Kerry Cunningham. With their decades of experience in shaping B2B marketing and sales processes–the funnel model to name one–they bring a wealth of insights into the 'why' and 'how' of aligning your strategies with modern buyer behavior.
Terry Flaherty is a senior marketing executive with a passion for sales and marketing integration through effective demand generation. His background includes more than 15 years of experience delivering enterprise-level software solutions, including business process management (BPM), IT infrastructure management, business intelligence, and application development.
Check out Terry’s first episode on Growth Driver:
https://www.growthdrivershow.com/mqls-are-out-buying-groups-are-in-with-terry-flaherty/
Kerry Cunningham is a research director, analyst, and thought leader with over 25 years of experience in all aspects of B2B. He’s authored numerous B2B frameworks including the latest versions of the Revenue Waterfall model. Most recently at 6sense, Kerry leads research and insights, including the just-released B2B Buyer Experience Report.
Check out Kerry’s first episode on Growth Driver:
https://www.growthdrivershow.com/how-b2b-buyer-behavior-has-changed-with-kerry-cunningham/
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An Ideal Client Profile (ICP) and Target Account Lists (TAL) are nothing new in B2B. Yet, what data to leverage–and when–is something many organizations have struggled to operationalize, leading to wasted resources and lagging efficiency.
That’s why we’re breaking down the steps to build a precise ICP and TAL using firmographics, technographics, and exegraphics–and where intent signals, event triggers, and segmentation should be part of the process.
Sit down with Aaron and Jeff Ha, Chief Go-to-Market Officer at Rev Intelligence, as they discuss:
The importance of creating a precise ICP and TALHow to use firmographics, technographics, and exegraphics to segment your marketBest practices for tiering and segmentationHow and when to use intent signals and event data to target top accountsAbout the Guest
Jeff Ha, is the Chief Go-to-Market Officer at Rev. He’s an accomplished Silicon Valley start-up veteran with a passion for making the workplace a great learning and development environment. Ha previously worked at PLAE, a digitally native sneaker brand, and at NetBase Solutions, a social media analytics company. Earlier in his professional life, Ha was a senior secondary teacher with the U.S. Peace Corps in Namibia, where he overhauled the way math and physical science were taught, dramatically boosting the pass rate. He has a bachelor’s degree in Chemical Engineering from Berkeley and started his professional career as a field nuclear engineer with Schlumberger.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.
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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 change.
As many of us know all too well, marketing is often the first to face cuts when budgets constrict. But this transformation presents an opportunity to marketing leaders, where they can help their fellow executives make the critical shift from viewing marketing merely as a cost center to recognizing it as a key revenue leader.
Join us as we dive into how modern marketing leaders are approaching growth, the necessary skills and experiences they should possess, what outdated practices they are shedding, and what cutting-edge concepts they are championing with Kyle Coleman.
About our Guest:
Kyle Coleman is a living definition of a modern CMO, with experience across sales and marketing. Kyle’s foray into B2B tech sales started in 2013 when he joined Looker as the 6th employee (acquired by Google for $2.6b in 2019). He then moved on to Clari and for the next 5 years helped 8x revenue as the head of growth and CMO. Kyle is now the CMO at Copy.ai, the first ever GTM AI platform.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help you drive efficient growth at your company.
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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: technology and Revenue Operations; paid media; digital experiences and web best practices; messaging, positioning, brand, creative and content; sales development; events and field marketing; product marketing; research and insights; and project management. These experts dive deep into the what and the how of their jobs and share pragmatic, executable better practices, templates, and advice from the trenches.
Topics we’ll cover:
Specialty interviews and shop talks with subject matter experts and specialty practitioners across industries Deep dives into relevant benchmarks, trends, research, and metric must-haves Retrospectives of frameworks, use cases, case studies, and emerging better practicesExclusively for subscribers: invitations to special events and access to limited contentGrowth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to see how we help B2B companies grow revenue.
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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 driving growth.
From the weight that senior leaders carry on their shoulders to the unexpected, relatable "toothbrush moments" of self-reflection, these episodes reminded us that growth isn’t just about numbers—it's about people. Whether it’s learning to embrace vulnerability, balancing the demands of leadership with family life, or staying curious in a rapidly changing world, our guests shared practical advice for navigating the human side of B2B.
As we gear up for season two, we’re bringing you a collection of unforgettable highlights from season one. If you’re passionate about growth, people, and the real stories behind the strategies, make sure you’re subscribed so you don’t miss what’s next.
Hit play, reflect on these powerful moments, and get ready to grow with us in season two of Growth Driver!
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to see how we help B2B companies grow revenue.
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Season 1 of Growth Driver was packed with insightful conversations with some of the brightest minds in B2B, and we’re just getting started. Starting in season 2, we're launching an all new type of Growth Driver episode featuring Expert Deep Dives with Aaron Owens, head of Growth Consulting at Intelligent Demand. Aaron is a growth expert with over 20 years starting companies, leading sales and marketing teams, and advising the fastest-growing companies across industries.
Every episode of Expert Deep Dives 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. Aaron's guests are real deal expert practitioners that dive deep into the what and the how of their jobs, and are joining us on Growth Driver to share pragmatic, executable better practices, templates, and advice from the trenches.
Here are some of the highlights from our first season of Growth Driver, and a sneak peek into what you can expect from the new Expert Deep Dives series.
Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to see how we help B2B companies grow revenue.
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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 from buzzword to game-changer in B2B growth. Because GTM isn’t a buzzword at all; it's a comprehensive process that connects strategy to execution across all customer-facing functions.
Tune in with us as we dive into go-to-market with Bryan Brown and explain just why GTM has become a game-changer for B2B growth. If you're a business leader looking to sharpen your GTM strategy, this episode is a must-listen.
Bryan Brown is a SaaS pioneer and thought leader in the marketing and sales tech industry and author of MOVE the 4-question Go-to-Market framework. As Co-founder he leads client advisory and analyst research at GTM Partners, a data-driven Go-To-Market Analyst firm helping GTM teams and GTM technology vendors achieve efficient growth by transforming their GTM strategy.
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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 growth part right.
From the evolution of leadership fundamentals over the last decade to top mistakes that hold senior executives from being more effective leaders, we’re diving deep into what makes great leaders truly stand out.
Whether you're a senior executive, a mid-career leader, or just stepping into a leadership role, this episode is packed with actionable advice and thought-provoking insights. Tune in with us for a candid and insightful conversation with leadership expert Darrell Hammond Sr.
Darrell Hammond, Sr. completed a degree in Business Management after earning an athletic scholarship. After college he continued playing basketball and traveled around the world playing exhibition basketball, keynote speaking, and providing custom training. A silver medalist for Team USA, Darrell has first hand executive leadership experience on a variety of high performing teams.
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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 is for certain: it never should have been called ABM. True account-based motions are cross-functional, and the most successful include the entire customer journey–from acquisition to retention and expansion. But whether it’s due to CRM technology’s struggle to accommodate, or simply a lack of market complexity, many B2B organizations are still struggling to effectively execute ABX motions.
Join us as we unpack the complexities of ABX and discover how to leverage it for B2B growth with Gabe Rogol, CEO of Demandbase. Whether you're struggling with cross-functional alignment or looking to refine your account-based strategies, you’re in the right place.
Gabriel Rogol is the Chief Executive Officer of Demandbase. In his role, Rogol is responsible for fulfilling the company's mission of transforming how B2B companies go-to-market. Since joining Demandbase in 2012, Rogol has been integral in setting the product and corporate strategy for the company. Throughout his two-plus decade career, Rogol has held leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. Rogol received his BA in Comparative Literature and Russian Language and Literature from Brown University.
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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 rethink MQLs as the cornerstone of marketing metrics. Old habits die hard, but understanding why and how to transition to focusing on buying groups can greatly improve your efficiency and success rate. Transitioning to a new revenue model involves significant change management, but we’re here today to share a roadmap for transforming outdated revenue processes into efficient, high-performing systems with you.
Our guest, Terry Flaherty, is a titan in the realm of B2B waterfalls, funnel metrics, and revenue processes. As the Vice President and Principal Analyst in Demand Services at Forrester, Terry has spent decades shaping the frameworks many companies use today. His expertise offers invaluable insights into the future of B2B marketing and sales.
Terry is a senior marketing executive with a passion for sales and marketing integration through effective demand generation. His background includes more than 15 years of experience delivering enterprise-level software solutions, including business process management (BPM), IT infrastructure management, business intelligence, and application development.
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