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

How to Operationalize Positioning and Messaging with April Dunford

19 days ago 1h 8m

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. T

Leadership and Healthy Conflict with Julie Holunga

Apr 30th, 2024 1h 6m

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 si

Aligned or Blind? Ask Your Customers with John Arnold

Apr 9th, 2024 1h 5m

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 t

How B2B Buyer Behavior Has Changed with Kerry Cunningham

Mar 5th, 2024 1h

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today's B2B buyers are actually buying has changed dramatically in the last few years, leaving many B2B companies with out of date and out of sync go-to-market strategies.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 beha

Aligning Sales and Marketing Leaders in 2024 with Dan Gottlieb

Feb 27th, 2024 57m 6s

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 unp

The Path to CMO: Insights and Advice from Aaron Ballew

Feb 13th, 2024 1h 15m

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 wh

Shop Talk: Modern B2B and GTM with Scott Albro

Feb 6th, 2024 53m 28s

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 fo

B2B Growth: Old Playbook vs. New Playbook with Jon Miller

Jan 19th, 2024 1h 10m

Everyone is talking about how the Old B2B Growth Playbook isn’t working any more and it’s time to learn a smarter, more efficient New B2B Growth Playbook. We see and feel it. We’re living it. But What are the real differences? And how do you ma

The True Role of a CRO in Modern B2B with Lane Brannan

Dec 19th, 2023 1h 10m

There’s a lot of confusion around the role of the chief revenue officer (CRO). What’s clear, though, is that the right CRO in the right situation can be a powerful force for aligned GTM and for integrated growth.In this episode, host John Commo

5 Must-Know GTM Trends for Your 2024 Growth Plan with Craig Rosenberg

Dec 19th, 2023 1h 19m

The GTM game is changing quickly, and if you’re focusing your efforts on outdated plays, you run the risk of being left behind. That’s why we’re talking through the most important trends in GTM as we head into 2024. It’s time to step back, revi

Meet the Host: Anne-Marie Coughlin

Dec 19th, 2023 3m 25s

Meet Anne-Marie Coughlin, co-host of Growth Driver!Director of People Operations at Intelligent Demand, Anne-Marie has years of experience in talent management, talent acquisition, and organizational development across a wide range of industrie

Meet the Host: Mike Swainey

Dec 19th, 2023 2m 18s

Meet Mike Swainey, co-host of Growth Driver!Mike is VP of Growth Consulting at Intelligent Demand. In his episodes, Mike does expert deep dives with some of the best minds in B2B growth, exploring in-depth the trends and tactics that B2B GTM le

Meet the Host: John Common

Dec 19th, 2023 5m 13s

Meet John Common, one of the hosts of Growth Driver! A career-long B2B growth and GTM executive, over the past 25 years John has worked with 100s of B2B GTM teams across a range of industries. Today, John is the founder and CEO of Intelligent D

Welcome to Growth Driver!

Dec 19th, 2023 9m 16s

Welcome to Growth Driver, a podcast about redefining B2B growth! We started Growth Driver because B2B growth needs an intervention. The old playbook and tactical approaches aren’t working as well as they used to. Many companies are failing to m