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Episodes (20)
Videos (20)
Episodes
How Top Enterprises Target Best Fit Accounts with Jeff Ha
Oct. 1, 2024
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 laggin...
The Journey into ABX as Your Primary GTM Motion with Kevin Sellers
Nov. 5, 2024
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 fr...
A Fresh Look at the State of ABX with Gabe Rogol
June 11, 2024
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 head...
Aligned or Blind? Ask Your Customers with John Arnold
April 9, 2024
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 driv...
Aligning Sales and Marketing Leaders in 2024 with Dan Gottlieb
Feb. 27, 2024
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. Th...
From Launch to Lifetime Value: Rethinking Product Marketing with Sam Melnick
Jan. 28, 2025
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 th...
Marketing Org Transformation: How to Build a Future-Proof Operating Model with Jen Ross
June 3, 2025
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-crit...
5 Must-Know GTM Trends for Your 2024 Growth Plan with Craig Rosenberg
Dec. 19, 2023
The GTM game is changing quickly, and if you’re focusing your efforts on outdated plays, you run the risk of being left behind.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...
B2B Growth: Old Playbook vs. New Playbook with Jon Miller
Jan. 19, 2024
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...
CGO: The Role Behind High-Performance Growth with AJ Gandhi
Nov. 12, 2024
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 w...
Decoding B2B GTM: What the C-Suite Needs to Know with Bryan Brown
July 9, 2024
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 ...
How B2B Buyer Behavior Has Changed with Kerry Cunningham
March 5, 2024
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...
How to Embrace New Buyer Behavior and Move Past MQLs with Terry Flaherty and Kerry Cunningham
Oct. 8, 2024
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 t...
How to Go From RevOps Curious to RevOps Capable with Evan Liang
March 11, 2025
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 u...
Leadership and Healthy Conflict with Julie Holunga
April 30, 2024
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 le...
Meet the Host: Aaron Owens
Sept. 24, 2024
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 e...
MQLs are Out, Buying Groups are In with Terry Flaherty
May 28, 2024
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 buyin...
Navigating Complexity to Drive Growth as a Tech CMO with Corey Livingston
Oct. 29, 2024
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 responsibili...
Redefining Enterprise Sales Enablement with Mike Lempko
Dec. 31, 2024
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...
The Best of Theory & Practice
Nov. 12, 2024
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 insig...
Videos
How Top Enterprises Target Best-Fit Accounts with Jeff Ha
Oct. 1, 2024
An Ideal Client Profile (ICP) and Target Account Lists (TAL) are nothing new in B2B. Yet, what data to layer–and when–is something many organizations have struggled to clarify, leading to wasted resources and lagging efficiency.
That’s why we’re b…
Complex Markets Require a Unified Account Based Approach
Aug. 29, 2024
🎙️ In this episode of Growth Driver, Gabe Rogol dives into a critical CEO initiative: aligning a modern go-to-market approach, especially in complex sales environments.
If you're in a market where every account counts, adopting an account-based st…
Enterprise Selling is Team Selling; A perfect use case for Account-Based Strategies
June 27, 2024
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…
Establish this Law in Your Lead Management Process
Aug. 21, 2024
👨⚖️ The law of lead management: if an account isn't worth the effort to multithread, it's not worth your time.
Instead of chasing every lead, focus on those accounts that have real potential and invest in multithreading to ensure your efforts yie…
How B2B Buyer Behavior Has Changed with Kerry Cunningham
March 5, 2024
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 behavior …
Lonely Leads versus Buying Groups - How to Prioritize the People That Fill Out Your Forms
March 19, 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 o…
MQLs are Out, Opportunities are In with Terry Flaherty
May 28, 2024
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 numbe…
Stop measuring media success with demos, and start focusing on precise targeting
Dec. 3, 2024
Too often, we’re stuck measuring content success by outdated metrics—MQLs, demo requests, and other immediate conversions. But here’s the thing: today’s buyers don’t operate on our timeline. They’re engaging on their terms, consuming content across …
The Journey into ABX as Your Primary GTM Motion with Kevin Sellers
Nov. 5, 2024
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” …
A Fresh Look at the State of ABX with Gabe Rogol
June 11, 2024
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 B…
Aligned or Blind? Ask Your Customers with John Arnold
April 9, 2024
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 the ex…
Aligning Sales and Marketing Leaders in 2024 with Dan Gottlieb
Feb. 27, 2024
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 unpreced…
B2B Growth is Powered by Your People with Darrell Hammond
July 2, 2024
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…
Catastrophe or Courage? What's enough to instigate innovation?
April 16, 2024
If a company is only willing to innovate after seeing someone else succeed in the same endeavor, it's not genuinely at the forefront of innovation.
We know that the best innovators are customer obsessed because they don't think of themselves as a …
Deescalating Conflicts with "We"
May 7, 2024
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 "…
Follow the Leader
June 10, 2024
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, …
How to Go From RevOps Curious to RevOps Capable with Evan Liang
March 11, 2025
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 diggi…
How to Optimize Use of Anonymous Data
Feb. 9, 2024
People have the right to anonymity, but companies don't. Roll up that data at the account level to optimize use of that data, anonymous or not.
Co-host John Common and guest Jon Miller dive into how to use data to support and enable your core stra…
Intent Data + Buying Groups = Smarter Marketing
March 26, 2024
Intent data never should have been called "intent." We don't know if it means intent, but we do know it's a signal of interest.
Experts like Kerry Cunningham and John Miller are saying look at intent data at the account level to know when and wher…
Latitude Solves Growth Problems
May 31, 2024
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 ho…
How Top Enterprises Target Best Fit Accounts with Jeff Ha
Oct. 1, 2024
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 laggin...
The Journey into ABX as Your Primary GTM Motion with Kevin Sellers
Nov. 5, 2024
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 fr...
A Fresh Look at the State of ABX with Gabe Rogol
June 11, 2024
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 head...
Aligned or Blind? Ask Your Customers with John Arnold
April 9, 2024
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 driv...
Aligning Sales and Marketing Leaders in 2024 with Dan Gottlieb
Feb. 27, 2024
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. Th...
From Launch to Lifetime Value: Rethinking Product Marketing with Sam Melnick
Jan. 28, 2025
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 th...
Marketing Org Transformation: How to Build a Future-Proof Operating Model with Jen Ross
June 3, 2025
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-crit...
5 Must-Know GTM Trends for Your 2024 Growth Plan with Craig Rosenberg
Dec. 19, 2023
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...
B2B Growth: Old Playbook vs. New Playbook with Jon Miller
Jan. 19, 2024
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...
CGO: The Role Behind High-Performance Growth with AJ Gandhi
Nov. 12, 2024
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 w...
Decoding B2B GTM: What the C-Suite Needs to Know with Bryan Brown
July 9, 2024
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 ...
How B2B Buyer Behavior Has Changed with Kerry Cunningham
March 5, 2024
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...
How to Embrace New Buyer Behavior and Move Past MQLs with Terry Flaherty and Kerry Cunningham
Oct. 8, 2024
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 t...
How to Go From RevOps Curious to RevOps Capable with Evan Liang
March 11, 2025
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 u...
Leadership and Healthy Conflict with Julie Holunga
April 30, 2024
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 le...
Meet the Host: Aaron Owens
Sept. 24, 2024
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 e...
MQLs are Out, Buying Groups are In with Terry Flaherty
May 28, 2024
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 buyin...
Navigating Complexity to Drive Growth as a Tech CMO with Corey Livingston
Oct. 29, 2024
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 responsibili...
Redefining Enterprise Sales Enablement with Mike Lempko
Dec. 31, 2024
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...
The Best of Theory & Practice
Nov. 12, 2024
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 insig...
How Top Enterprises Target Best-Fit Accounts with Jeff Ha
Oct. 1, 2024
An Ideal Client Profile (ICP) and Target Account Lists (TAL) are nothing new in B2B. Yet, what data to layer–and when–is something many organizations have struggled to clarify, leading to wasted resources and lagging efficiency.
That’s why we’re b…
Complex Markets Require a Unified Account Based Approach
Aug. 29, 2024
🎙️ In this episode of Growth Driver, Gabe Rogol dives into a critical CEO initiative: aligning a modern go-to-market approach, especially in complex sales environments.
If you're in a market where every account counts, adopting an account-based st…
Enterprise Selling is Team Selling; A perfect use case for Account-Based Strategies
June 27, 2024
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…
Establish this Law in Your Lead Management Process
Aug. 21, 2024
👨⚖️ The law of lead management: if an account isn't worth the effort to multithread, it's not worth your time.
Instead of chasing every lead, focus on those accounts that have real potential and invest in multithreading to ensure your efforts yie…
How B2B Buyer Behavior Has Changed with Kerry Cunningham
March 5, 2024
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 behavior …
Lonely Leads versus Buying Groups - How to Prioritize the People That Fill Out Your Forms
March 19, 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 o…
MQLs are Out, Opportunities are In with Terry Flaherty
May 28, 2024
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 numbe…
Stop measuring media success with demos, and start focusing on precise targeting
Dec. 3, 2024
Too often, we’re stuck measuring content success by outdated metrics—MQLs, demo requests, and other immediate conversions. But here’s the thing: today’s buyers don’t operate on our timeline. They’re engaging on their terms, consuming content across …
The Journey into ABX as Your Primary GTM Motion with Kevin Sellers
Nov. 5, 2024
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” …
A Fresh Look at the State of ABX with Gabe Rogol
June 11, 2024
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 B…
Aligned or Blind? Ask Your Customers with John Arnold
April 9, 2024
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 the ex…
Aligning Sales and Marketing Leaders in 2024 with Dan Gottlieb
Feb. 27, 2024
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 unpreced…
B2B Growth is Powered by Your People with Darrell Hammond
July 2, 2024
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…
Catastrophe or Courage? What's enough to instigate innovation?
April 16, 2024
If a company is only willing to innovate after seeing someone else succeed in the same endeavor, it's not genuinely at the forefront of innovation.
We know that the best innovators are customer obsessed because they don't think of themselves as a …
Deescalating Conflicts with "We"
May 7, 2024
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 "…
Follow the Leader
June 10, 2024
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, …
How to Go From RevOps Curious to RevOps Capable with Evan Liang
March 11, 2025
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 diggi…
How to Optimize Use of Anonymous Data
Feb. 9, 2024
People have the right to anonymity, but companies don't. Roll up that data at the account level to optimize use of that data, anonymous or not.
Co-host John Common and guest Jon Miller dive into how to use data to support and enable your core stra…
Intent Data + Buying Groups = Smarter Marketing
March 26, 2024
Intent data never should have been called "intent." We don't know if it means intent, but we do know it's a signal of interest.
Experts like Kerry Cunningham and John Miller are saying look at intent data at the account level to know when and wher…
Latitude Solves Growth Problems
May 31, 2024
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 ho…