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how modern marketing leaders are approaching growth, the necessary skills and experiences they should possess, what outdated practices they are shedding, and what cutting-edge concepts they are championing with Kyle Coleman.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:

1. Specialty interviews and shop talks with subject matter experts and specialty practitioners across industries
2. Deep dives into relevant benchmarks, trends, research, and metric must-haves
3. Retrospectives of frameworks, use cases, case studies, and emerging better practices
4. Exclusively for subscribers: invitations to special events and access to limited content

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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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. This trifecta can significantly reduce missed revenue, minimize wasted go-to-market spend, and alleviate professional suffering.

But these elements cannot merely exist in theory, confined to a PowerPoint presentation or trapped in the mind of a single visionary. They demand to be operationalized, brought to life in the day-to-day of any B2B organization. We sat down with April Dunford, a widely recognized expert in B2B positioning and messaging, to discuss the details of how to actually do this.

Throughout our conversation, April emphasized the importance of not just developing strong positioning and messaging, but of integrating these elements into every facet of your operation. This means moving beyond the conceptual phase and ensuring that your strategic positioning and messaging are reflected in how your product is marketed, sold, and supported. With experts like April Dunford, there's no doubt that the path to more effective positioning and messaging—and, by extension, more successful B2B marketing—is becoming clearer for us all.

April Dunford is the world's foremost authority on product positioning. As a consultant, April helps companies make complex products easy to understand and love. Boasting an impressive 25-year career as a VP Marketing at various rapidly developing technology firms, she has collaborated with hundreds of growing technology companies such as Google, Epic Games, Postman, and others. April is also the acclaimed author of the best-selling book, "Obviously Awesome," which delves into the art of positioning and the future sales classic, "Sales Pitch," which unveils the secrets to crafting a winning sales narrative in the market.

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