Growth Driver

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 explosion of new GTM motions; it’s time to pause. Amidst all this talk and transformation, our customers seem to have been forgotten.  Customer obse...

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today's B2B buyers are actually buying has changed dramatically in the last few years, leaving many B2B companies with out of date and out of sync go-to-market strategies.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 insights to update GTM strategies with the modern B2B buyer.  We know the modern buying journey is done almost entirely online, but did you know m...

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 unprecedented rise of different GTM motions; account-based, product-led growth, customer-led growth, partner ecosystems… And to top it all off, we’re experienc...

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 what it takes to be successful as you enter the role and make the right impact. This episode is tailor made for 3 types of folks: 1. You want to become a CMO...

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 for not just growth, but efficient growth in the competitive landscape of today's business-to-business marketplace is no longer a ‘nice-to-have’, but a mandat...

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 make that shift?  We’re going to bring some structure and rigor to this conversation and do a point-by-point analysis that compares and contrasts the old...

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 Common takes a fresh, honest look at the role of a modern B2B CRO with one of the best in the business, Lane Brannan, Executive Vice President and General Manag...

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, review the GTM landscape, and make sure you’re not stepping over dollars to pick up nickels.  In this episode we explore 5 strategically important trends w...

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 industries and companies. In her episodes, Anne-Marie speaks with an exciting variety of people ops experts about many of the most important and interesting topics...

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 Demand, an expert B2B growth partner. He started Intelligent Demand 15 years ago because while there were plenty of single point agencies and consultin...

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 meet pipeline targets and experiencing slowing growth rates and rising inefficiency.  What’s more, the B2B landscape has become so complex that no...