Episodes

It’s time to go beyond the AI-hype and dig into what it really is: an inflection point reshaping the foundations of how we work, compete, and create value. “Inflection point” is a term that gets throw around a lot, just like AI. But today we’re here to unpack it’s current trajectory, the undeniable transformation still to come, and how AI is moving from niche academic pursuit to a force that will touch every industry, role, and operating model. AI is poised to create new winners and losers fast...

How do you redesign your marketing operating model to align with modern growth strategies—without blowing up your team or budget? In this episode of Growth Driver, we dive deep into one of the most overlooked yet mission-critical challenges facing B2B marketing and revenue leaders: marketing org transformation. Host John Common and guest Jen Ross examine why even the most hard-working and well-intentioned marketing teams are falling short—not because of effort, but because their org model wasn’t...

The reality for most B2B organizations is that go-to-market teams—marketing, sales, customer success—are still operating in silos, creating inefficiencies that hurt pipeline conversion and customer experience. RevOps is the unlock. Today we’re digging into how RevOps has become the critical, behind-the-scenes growth driver for today’s B2B enterprises. When executed well, it transforms disconnected technology, data, and processes into a well-orchestrated system that ensures the right signals reac...

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 generat...

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 a...

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 di...

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 B2...

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 a...

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. Wit...

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 earl...

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 challenge...

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...

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 bus...

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 G...

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 l...

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 mar...