Growth Driver

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Growth Driver Meet Growth Driver, the show where B2B experts are redefining growth—together. We’re not just another podcast.

We’re a platform for innovation, collaboration, and unshielded honesty.

It seems organizations have lost sight of why they exist. Simply stated, it’s putting your customer at the center of eve...
09/04/2024

It seems organizations have lost sight of why they exist. Simply stated, it’s putting your customer at the center of everything you do.

We dove into what it really means to be customer obsessed with John Arnold, an expert in frontline marketing strategies and the co-creator of Forrester's lifecycle revenue marketing approach.

Find out if customer obsession is the key you need to unlocking efficient growth–or if being customer committed is enough–on Growth Driver. Link below 👇

https://www.youtube.com/watch?v=WdTlPuTuITE

02/04/2024

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 your facts straight.

If you're leading a team, leverage a logical sequence to not only guide people to the right decision, but build trust in your leadership too.

Madness without a method creates fear and indecision.

Tune in with Aaron Ballew from Split and John Common from Intelligent Demand for more. https://youtu.be/pT5NDw6nYZI

21/03/2024

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 evolve sales conversations. Few other sources have insights so specific to your own personas, products, and use cases.

Imagine a world where field marketers are looking at pipeline coverage in partnership with the sales leadership team to talk about things that they can do together. Dan Gottlieb reports the people doing this have seen higher engagement and shrinking pipeline gaps.

https://www.growthdrivershow.com/aligning-sales-and-marketing-leaders-in-2024-with-dan-gottlieb/

19/03/2024

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?

Kerry Cunningham and the 6sense team report that when you notice three individuals from the same company engaging, it likely indicates the presence of a buying team of around 10 members exploring your website and considering your solutions.

Consider the logic of it. One person filled out a form and nobody else from their account has been on your website. You've got another account where one person filled out a form and five other people who've been on the website anonymously.

Where do you go spend your time? You don't have to be in B2B to get that answer right.

Jump to this part of the conversation: https://www.youtube.com/watch?v=BjYpuZqloqM&t=1741s

14/03/2024

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 engagement.

Tune in with co-host John Common and guest Kerry Cunningham from 6sense wherever you listen to podcasts.

https://www.growthdrivershow.com/how-b2b-buyer-behavior-has-changed-with-kerry-cunningham/

11/03/2024

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 buyer behavior while still delivering results. Sales managers that use the process of conversation targeting as a collaborative approach build better buyer engagement in their sales conversations, but also establish a structure that fosters creativity, personalized messaging, and structure that can withstand constant change.

Tune in with guest Dan Gottlieb, Senior Analyst at Gartner for Sales Leaders, in this episode of Growth Driver. Link below.

https://www.growthdrivershow.com/s1e10/

Buyer behavior fact: Buyers are already 70% of the way through their decision-making process by the time they talk with ...
05/03/2024

Buyer behavior fact: Buyers are already 70% of the way through their decision-making process by the time they talk with any given vendor rep.

Today we're unpacking this data and digging into buyer behavior with Kerry Cunningham.

Kerry joins us from 6sense to discuss how B2B buying behaviors have changed, anchoring it all in his own work and research.

If you're curious about how buyers are buying and ready to get aligned with the latest data, tune in with the link below.

Watch the full episode https://youtu.be/BjYpuZqloqM

01/03/2024

🔊 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 growth goals.

👇 Tune in with Scott Albro on Growth Driver for a better understanding of must haves vs nice to haves as you consolidate your technology.

https://www.growthdrivershow.com/s1e8/

B2B buying behavior has shifted, away from meeting with sellers and toward anonymity. There has been an unprecedented ri...
27/02/2024

B2B buying behavior has shifted, away from meeting with sellers and toward anonymity. There has been an unprecedented rise of new GTM motions; account-based, product-led growth, customer-led growth, partner ecosystems… And to top it all off, we’re experiencing an absolute explosion in technology, data, and AI.

The era of siloed heroics is coming to a close, and smart leaders are leveraging alignment to keep up with the demands of efficient growth.

Join guest Dan Gottlieb for a deep-dive conversation with co-host John Common about the vital trends reshaping B2B and how sales and marketing leaders can foster a culture of resilience amid constant change.

https://youtu.be/qNsvu2snoOA?feature=shared

23/02/2024

Without a goal, what are we working towards?

The way the old playbook sets goals creates blind spots for marketers and their companies. New playbook adopts an end-to-end strategy, requiring teams to set goals together. Get everyone in the room, prioritize your growth goals for each stage of the funnel as a group, and say goodbye to solely attributing success to individual tactics.

Jon Miller and John Common walk through the differences between the new and old B2B growth playbooks, check it out 👇

https://www.growthdrivershow.com/b2b-growth-old-playbook-vs-new-playbook-with-jon-miller/

22/02/2024

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 John Common for insight to tailoring tech that builds scalable adoption.

https://youtu.be/RR2lza6mUOk

19/02/2024

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 out the full episode, https://youtu.be/pT5NDw6nYZI

We’re diving into the gravity-of becoming a CMO with Aaron Ballew, CMO at Split. This episode is tailor made for 3 types...
14/02/2024

We’re diving into the gravity-of becoming a CMO with Aaron Ballew, CMO at Split.

This episode is tailor made for 3 types of folks:
1. You want to become a CMO
2. You’re currently a CMO and feeling some version of imposter syndrome
3. You’re a head of sales or a CEO who’s ready to uplevel alignment at your company

Consider this episode your map to navigating the path of leadership, strategy, and success as a marketing leader in a B2B context. Link below 👇

https://www.growthdrivershow.com/the-path-to-cmo-insights-and-advice-with-aaron-ballew/

09/02/2024

People have the right to anonymity, not companies. Roll up that data at the account level to optimize use of that data, anonymous or not.

Why should businesses shift focus from the old 'growth at all costs' playbook to the more nuanced approach of 'efficient...
06/02/2024

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?

We're rolling up our sleeves and diving into the modern realm of B2B sales and marketing with none other than Scott Albro, CEO and co-founder of Goldie.ai. Join Scott and co-host John Common as they discuss the state of B2B GTM strategy, sales, marketing, and technology in the new era of efficient growth.

Subscribe to Growth Driver on your go-to podcast platform. Link below👇

https://www.growthdrivershow.com/shop-talk-modern-b2b-and-gtm-with-scott-albro/

02/02/2024

Let's make this the era where the first step is defining ICPs, and ditch the thinking that ICPs are found is results. 🔀🪦🏢

29/01/2024

A lot of marketers don't give enough credit to the fact that a strong brand makes your demand perform better and the vice versa. A weaker brand means your demand performs worse.

Great brand = amazing demand gen results.

We sat down with one of the godfathers of growth for a point-by-point analysis that compares and contrasts the old playb...
24/01/2024

We sat down with one of the godfathers of growth for a point-by-point analysis that compares and contrasts the old playbook and the new playbook. Jon Miller is a category-creator, responsible for innovating MarTech as we know it today.

Former CMO of Demandbase, CEO and Founder of Engagio, Marketo co-founder and IPO key player... needless to say his rap sheet speaks for itself.

Available wherever you listen, tune into the latest episode of Growth Driver for the full conversation. Link below 👇

https://www.growthdrivershow.com/b2b-growth-old-playbook-vs-new-playbook-with-jon-miller/

There’s a lot of confusion around the CRO role. And yet, when it’s done well in the right scenario, it’s a powerful forc...
22/01/2024

There’s a lot of confusion around the CRO role. And yet, when it’s done well in the right scenario, it’s a powerful force for aligned GTM, and for integrated growth—two things that are really hard to get right but when you do… watch out. 🚀

In this episode of Growth Driver, we took a fresh, honest look at the role of a modern, B2B CRO with none other than Lane Brannan from Pax8.

We're everywhere you listen to podcasts, so subscribe to Growth Driver today and tune in.

https://www.growthdrivershow.com/the-true-role-of-a-cro-in-modern-b2b-with-lane-brannan/

08/01/2024

Introducing Anne-Marie Coughlin, host of Growth Driver and Director of People Operations at Intelligent Demand.

Joined by subject matter experts, leaders, and fellow teammates, Anne-Marie has open and honest conversations about the things that make people and organizations grow.

We're uncovering new, better ways to make our work and culture more meaningful, more sustainable, and more impactful.

If you're ready to lead smarter growth, subscribe to Growth Driver and take part in the intervention B2B growth desperately needs.

https://www.growthdrivershow.com/

04/01/2024

To really understand engagement in your market, sales and marketing need to align on top of funnel data. One organization = one funnel.

Lane Brannan, EVP and GM at Pax8, joined us on Growth Driver to talk about the true role of a modern CRO in today's B2B landscape.

Check it out wherever you watch or listen. Link to the full episode in the comments below 👇

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