The B2B Roundtable

About this episode Here’s something most B2B marketers know but do not always say out loud. We have gotten very good at measuring things. Attribution. Pipeline metrics. Sourced revenue. Influenced revenue. Cost per lead. And yet, a lot of B2B brands are still forgettable. Not because the marketers are bad. Because the system keeps pulling them toward what can be tracked, reported, and defended in...

DeAnna Ransom explains why more reps, more tools, and more activity aren’t fixing pipeline, and why modern GTM teams need more precision, stronger retention, and deeper customer understanding. About this episode Most B2B growth teams are doing more than ever. More reps. More tools. More signals. More outbound. More dashboards. And yet, for many teams, the pipeline still doesn’t follow. That’...

About this episode Most B2B marketing still runs on a single number: the marketing qualified lead. Jon Miller is one of the few people who can tell you where that number came from, because he helped build the system that produced it — first at Marketo, where he helped create the marketing automation category, then at Engagio, then at Demandbase. What makes this conversation different is that Jon w...

About this episode Most B2B buyers say they would rather buy without talking to a sales rep. That sounds like a sales problem. Brent Adamson says it is deeper than that. Buyers are not just avoiding sellers. They are struggling to make confident decisions. Brent is one of the clearest voices in modern B2B sales. He is co-author of The Challenger Sale , the book that changed how many sales and mark...

About this episode Customers care more than ever about the values of the companies they buy from. It is more than purpose. It is more than what you sell. They want to know what kind of company you are, what you care about, and whether your company exists to do more than drive profits. That is why I interviewed Dr. Philip Kotler , known as the father of modern marketing. Dr. Kotler is the S.C. John...

About this episode Why does so much marketing stink? Michael Brenner has a direct answer: “Most of the marketing that we do that stinks and doesn’t work is because some executive with a big ego asked us to do it.” That line gets to the heart of this conversation. Bad marketing usually starts inside the company. It starts when teams make decisions around internal pressure, executive preference, sal...

About this episode Has our devotion to work and hustle become the UnAmerican Dream? Some of the hardest-working people I know are in sales, marketing, consulting, and entrepreneurship. We often hear stories about how hustle, grit, and sacrifice led to success. But there is another side to that story. The constant pursuit of professional success can leave damaged relationships, poor health, anxiety...

About this episode Sales and marketing alignment is not really about sales and marketing. It is about the customer. Today’s buyers are in control. They do not experience your company as a marketing funnel, a sales process, a handoff, or a department chart. They experience one buying journey. That means we can no longer afford an artificial divide between marketing and sales. That is why I intervie...

About this episode Do you routinely look for ways to bring more innovation into demand generation? Or do you feel like your marketing approach is falling behind? A lot of marketers talk about innovation. Fewer connect it back to revenue, sales follow-up, customer experience, and the actual work of getting things done. That is why I interviewed Jeanne Hopkins , then CMO at Lola.com , about how mark...

About this episode Most B2B buyers do not want to wait. They come to your website with questions, context, and intent. But too many B2B companies still force them through forms, delayed follow-up, and disconnected sales processes. That is the problem conversational marketing was built to address. In this episode of the B2B Roundtable Podcast , I talk with Dave Gerhardt , then VP of Marketing at Dr...

About this episode B2B lead generation has had to reinvent itself over the last decade. Sales teams have always taken an account-based view. They think in terms of target accounts, buying committees, opportunities, and relationships. Marketing, though, has often been trained to think in terms of leads. That creates a problem. In B2B, you are almost never selling to one individual. You are selling...

About this episode B2B teams have more channels, more tools, and more “signals” than ever. And buyers are tuning them out harder than ever. Not because buyers hate marketing. Because they hate being treated like a target. This is the core problem: modern GTM systems are optimized for activity — touches, sequences, attribution — while buyers are trying to do something else entirely: reduce risk and...

About this episode Growth for B2B companies is hard. It used to be that you could accelerate growth mainly through customer acquisition. Ramp up sales. Ramp up marketing. Fill the funnel. Close more deals. But that is not enough to sustain growth anymore. The best companies are learning how to grow through customer success. That is why I interviewed Kia Puhm , CEO at DesiredPath , about how compan...

About this episode Are you applying empathy as part of your sales and marketing approach? Why? Because according to Brent Adamson, empathy may be the one word that matters most to sales and marketing success. It is tough to buy. B2B customers are overwhelmed with too much information, too many choices, too many internal stakeholders, and too much risk. They are trying to get their colleagues to ag...

About this episode CEOs and sales leaders have long wondered: how can we drive organic growth and increase sales from existing customers? But for many B2B companies, that growth is elusive. The traditional answer has usually been: serve customers better, delight them, go the extra mile, and earn the right to ask for more business. But the data tells a more complicated story. According to CEB, now...

About this episode Sales enablement is supposed to help sellers perform better. But too often, it becomes another silo. Another function. Another internal process. Another team competing for attention, budget, and a seat at the table. That is the problem Dave Brock names in this conversation. Dave is the author of The Sales Manager Survival Guide and CEO of Partners in EXCELLENCE . His view is sim...

About this episode What if your happiest customers are your most powerful hidden sales force? Mark Organ puts it simply: “The future belongs to companies who do a better job of discovering, nurturing, and mobilizing their customers to do the marketing for them.” That line gets to the heart of this conversation. Most companies still think of marketing as something they do to the market. Campaigns....

About this episode Do you focus on product stories or customer-hero stories? Mike Bosworth has a simple way to frame the difference: “People love to buy, and they hate to feel sold.” That line gets to the heart of this conversation. Most B2B marketing still makes the product the hero. The product does this. The platform does that. The solution improves this metric, reduces that cost, and helps you...

About this episode When was the last time you looked at the quality and accuracy of your B2B persona data? Mathew Sweezey has a blunt way to frame the problem: “The only measure that we have of the health of our email database is, did the email bounce? Horrible metric.” That line gets to the heart of this conversation. Most B2B marketers think about database quality in terms of deliverability. Did...

About this episode Does your purpose currently impact your marketing, revenue growth, and profit? Mack Fogelson has a direct answer: “This is about growth. And in this day and age, this is the approach to growth.” That line gets to the heart of this conversation. Purpose can sound soft. It can sound like a tagline, a mission statement, a values poster, or a nice idea that sits somewhere on the com...

About this episode Have you made empathetic marketing part of your strategy? Michael Brenner has a simple way to explain why it matters: “When you help your customers, that’s the best way to help your business.” That line gets to the heart of this conversation. Most companies naturally want to promote themselves. Their products. Their services. Their features. Their wins. Their best face to the wo...

About this episode Do you want your sales team to get better at social selling? Jill Rowley puts the problem plainly: “More isn’t better. More relevant is better.” That line gets to the heart of this conversation. Most sales teams are still being told to make more calls, send more emails, add more touches, and create more activity. But buyers are already drowning in generic outreach. More volume d...

About this episode How can you drive fast growth with B2B marketing? Jim Fowler has a clear answer: “Your product is your marketing.” That line gets to the heart of this conversation. Most companies try to grow by adding more campaigns, more paid traffic, more tools, and more activity. Jim argues that growth starts with something simpler and harder: building a product people love. In this episode...