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.

Continue ReadingCategory Leadership: Setting the Foundations of Success
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 The Growth Pivot: Stop Building for Yesterday’s Customer

The Growth Pivot: Stop Building for Yesterday’s Customer

Episode #345: Charlie Harris, Chief Marketing Officer at Connective3, explains why past success cannot define a company’s next growth strategy. She shares how direct conversations with enterprise buyers revealed new challenges, changed positioning, and strengthened internal decisions. Charlie also explores the revenue impact of customer insight, executive events, thought leadership, and LLM search.

Continue ReadingThe Growth Pivot: Stop Building for Yesterday’s Customer
Read more about the article The Growth Pivot: Stop Building for Yesterday’s Customer

The Growth Pivot: Stop Building for Yesterday’s Customer

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Episode #345: Charlie Harris, Chief Marketing Officer at Connective3, explains why past success cannot define a company’s next growth strategy. She shares how direct conversations with enterprise buyers revealed new challenges, changed positioning, and strengthened internal decisions. Charlie also explores the revenue impact of customer insight, executive events, thought leadership, and LLM search.

Continue ReadingThe Growth Pivot: Stop Building for Yesterday’s Customer
Read more about the article (5:37 Q&A Video) “Valuable Peer Conversations Create Trust Before the Pitch”

(5:37 Q&A Video) “Valuable Peer Conversations Create Trust Before the Pitch”

In this 5:37 video, Charlie Harris explains why executives shouldn't measure conversations only by immediate sales results. Open discussions give leaders a rare view of what buyers are trying to solve. She shares how peer learning and useful insights create value across a longer buying journey. Trust grows when every interaction offers more than a product pitch.

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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 The Great Sales and Marketing Turnaround Story

The Great Sales and Marketing Turnaround Story

Episode #341: Amy Martin, Chief Marketing Officer at TRG, explains why strong sales and marketing alignment cannot be created through shared dashboards alone. She shares how daily relationships, honest discussion, customer understanding, and shared accountability make collaboration real. Her approach positions marketing as an active partner in every important commercial conversation.

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Read more about the article (5:29 Q&A Video) “Marketing Finds Growth Where Customer Reality Meets Sales Reality”

(5:29 Q&A Video) “Marketing Finds Growth Where Customer Reality Meets Sales Reality”

In this 5:29 video, Amy Martin explains why marketing must understand both customer expectations and the operational realities facing sales teams. She shares how this perspective helps TRG communicate what success can realistically look like. The result is a more authentic go-to-market message that builds trust with buyers.

Continue Reading(5:29 Q&A Video) “Marketing Finds Growth Where Customer Reality Meets Sales Reality”