Somebody Digital

B2B in Flux

Business EN ↓ 6 episodes

B2B in Flux is a podcast from the team at Somebody Digital, an award-winning global agency, exploring how modern B2B growth really works in an era shaped by AI, fragmentation, and constant change. The show looks at how B2B companies create and execute strategy, how marketing and growth teams operate across complex systems, and how decisions are actually made and influenced inside organisations. B2B in Flux is for experienced B2B marketers and leaders who want clearer thinking and a more honest view of what drives growth today.

Author

Somebody Digital

Episodes

6. Sindhu Srivastava: CEO #3 | B2B Buying Decisions Really Get Made 10.04.2026 33:11

In this episode of B2B In Flux , Sindhu Srivastava, CEO of WeCrush AI and WeCrush Events, provides an executive’s perspective on the human reality of B2B buying. She challenges marketers to look past titles and personas to understand the real-world pressures facing CEOs. Key Takeaways The Power of Connection : Buying is a human exercise; trust and personal alignment are often the deciding factors...

5. Kai Waehner: CTO #3 | How B2B Buying Decisions Really Get Made 23.03.2026 26:33

This episode of B2B In Flux features a conversation with Kai Waehner, a global Field CTO at Confluent, exploring the realities of the B2B buying process and how marketers can effectively reach technical decision-makers. Kai and host John Wilkes cover topics that include:1. The Shift to Bottom-Up Buying: Technology adoption often starts with individual users (bottom-up) rather than executive mandat...

4. Kris Bondi: CEO #2 | How B2B Buying Decisions Really Get Made 27.01.2026 34:57

Welcome to the B2B in Flux podcast, where we dig into how marketing, sales, and buyers connect in today's B2B world, exploring what's working, what's broken, and what's evolving. This podcast is for marketers who want to understand the people and customers they are really selling to. In this episode, we have a conversation with a real person on the buying committee. The guest is Kris Bondi, a CEO...

3. ⁠Shawana Iftikhar: CEO #1 | How B2B Buying Decisions Really Get Made 23.01.2026 31:21

This episode features Shawana Iftikhar , a CEO with extensive experience in multiple tech and software negotiations. Marketers often overlook the fact that the buying committee (which typically includes the CEO, CFO, CTO, and COO) is not a single person but usually six to ten stakeholders pulling information in parallel. Shawana offers an informal and practical perspective on buying, discussing wh...

2. Felipe Stark: CTO #2 | How B2B Buying Decisions Really Get Made 15.01.2026 29:14

In this second episode, we continue our series on how buying decisions get made. John Wilkes sits down with our guest, Felipe Stark, a CTO who has been involved in many software and tech negotiations. He shares insights on the CTO's role, including what people typically assume about the job that is untrue in practice, and how he makes "build or buy" decisions.

1. Neil Bhay: CTO #1 | How B2B Buying Decisions Really Get Made 18.12.2025 23:10

B2B buying decisions rarely follow a neat or linear path. They’re shaped by internal alignment, risk, and long-term trade-offs long before vendors ever enter the picture. In this first episode of B2B in Flux , John Wilkes speaks with Neil Bhay, a CTO with over 25 years of experience across enterprise, mid-market, and startup environments, about how buying decisions actually get made inside execut...