Read more about the article Category Leadership: Setting the Foundations of Success

Category Leadership: Setting the Foundations of Success

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Episode #348: David Carrel, Former Global Marketing Leader at Thomson Reuters, Adobe, and AWS, explains how category leadership goes beyond thought leadership to shape how a market thinks. He outlines the foundations, from identifying a market shift and proving value through the product to building a shared narrative and company-wide operating system. He also explains how customer insight and cross-functional accountability help turn market leadership into action.

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Read more about the article Category Leadership: Setting the Foundations of Success

Category Leadership: Setting the Foundations of Success

Episode #348: David Carrel, Global Chief Marketing Officer at Thomson Reuters, explains how category leadership goes beyond thought leadership to shape how a market thinks. He outlines the foundations, from identifying a market shift and proving value through the product to building a shared narrative and company-wide operating system. He also explains how customer insight and cross-functional accountability help turn market leadership into action.

Continue ReadingCategory Leadership: Setting the Foundations of Success
Read more about the article Why Long-Term Growth Requires More Than Demand

Why Long-Term Growth Requires More Than Demand

Episode #342: Jan Willem Doornbos, Chief Marketing Officer at Nomentia, explains why sustainable B2B growth starts with strong foundations. He shares how customer outcomes can align sales and marketing around a common direction. Jan Willem also outlines why companies must build trust with future buyers and create distinctive marketing before demand becomes visible.

Continue ReadingWhy Long-Term Growth Requires More Than Demand
Read more about the article Why Long-Term Growth Requires More Than Demand

Why Long-Term Growth Requires More Than Demand

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Episode #342: Jan Willem Doornbos, Chief Marketing Officer at Nomentia, explains why sustainable B2B growth starts with strong foundations. He shares how customer outcomes can align sales and marketing around a common direction. Jan Willem also outlines why companies must build trust with future buyers and create distinctive marketing before demand becomes visible.

Continue ReadingWhy Long-Term Growth Requires More Than Demand
Read more about the article (3:04 Q&A Video) “Build Future Demand Beyond This Quarter’s B2B Pipeline”

(3:04 Q&A Video) “Build Future Demand Beyond This Quarter’s B2B Pipeline”

In this 3:04 video, Jan Willem Doornbos explains why quarterly pressure can lead teams to overfocus on active buyers. Only around 5% of the market is buying at any given time, leaving a much larger future audience. He shares why education, trust, and awareness must begin before buyers enter a formal process.

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Read more about the article (3:12 Q&A Video) “ABM Delivers Bigger Returns When Teams Over-Invest Wisely”

(3:12 Q&A Video) “ABM Delivers Bigger Returns When Teams Over-Invest Wisely”

In this 3:12 video, Vlad Berson explains that ABM creates the opportunity for bigger returns but demands greater investment in people. He also identifies segmentation, TAM, SAM, and ICP clarity as essential foundations. The segment gives leaders a practical test for determining whether their organization is ready for ABM.

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Read more about the article Part Thirteen: The Revenue Logic of Customer Obsession

Part Thirteen: The Revenue Logic of Customer Obsession

Episode #336: Liz Emmott, Chief Revenue Officer at CIBT, explores how commercial leaders can rebuild revenue organizations amid changing technology and buyer expectations. She explains why customer understanding, internal trust, and expert collaboration create meaningful differentiation. Her perspective shows how aligned teams can build credibility, improve the customer experience, and drive sustainable revenue growth.

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Read more about the article Part Thirteen: The Revenue Logic of Customer Obsession

Part Thirteen: The Revenue Logic of Customer Obsession

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Episode #336: Liz Emmott, Chief Revenue Officer at CIBT, explores how commercial leaders can rebuild revenue organizations amid changing technology and buyer expectations. She explains why customer understanding, internal trust, and expert collaboration create meaningful differentiation. Her perspective shows how aligned teams can build credibility, improve the customer experience, and drive sustainable revenue growth.

Continue ReadingPart Thirteen: The Revenue Logic of Customer Obsession
Read more about the article (4:22 Q&A Video) “Turn Internal Alignment Into a Visible Revenue Advantage”

(4:22 Q&A Video) “Turn Internal Alignment Into a Visible Revenue Advantage”

In this 4:22 video, Liz Emmott explains why internal trust shows up for customers and prospects. When teams work together confidently, clients see an organization they can rely on. She shows how genuine collaboration across the business can create stronger customer confidence and commercial results.

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Read more about the article (2:24 Q&A Video) “Listen Deeply to Customers, Lead Boldly With Insight”

(2:24 Q&A Video) “Listen Deeply to Customers, Lead Boldly With Insight”

In this 2:24 video, Ken Rutsky warns against the highest-paid opinion trap. He argues for listening deeply to customers and then leading. Customers expect incremental change without new context. Start with their world to earn trust and guide better outcomes.

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