How Marketing Helped Sales Smash the Black Book Ceiling with Nikki Stenson and Steve Rudd

What would happen if your top salesperson walked out tomorrow?If your pipeline depends on one person's relationships and reputation, you have built sales success, not a scalable growth engine. That is exactly the position Steve Rudd found himself in. As Exquitech's account director, he built the company's entire UK presence from nothing, largely on the back of his own network. It worked, until it didn't. That is when Nikki Stenson came in as interim CMO.In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Steve and Nikki to explore how they turned that dependency into a repeatable growth engine that took the UK business from zero to £3 million in under three years.What You'll Learn in This Episode:✔️ Why a founder or salesperson's personal network can get a business started, but cannot scale it alone ✔️ The moment a sales leader knows it is time to bring in a marketing hire ✔️ How to translate an existing brand and playbook for a new, more crowded market ✔️ Why defining your ICP has to come before campaign activity ✔️ How to approach CRM data cleansing and GDPR as an ongoing discipline, not a one off task ✔️ How to decide which events are worth the investment, using data over instinct ✔️ Why sales and marketing need to challenge each other without confrontation ✔️ How a sales led business builds the infrastructure to become repeatable and scalableWhether you are the CEO relying too heavily on one salesperson, the sales leader who built the pipeline yourself, or the marketer walking into a business that has never had a proper go to market plan, this episode is packed with practical takeaways you can apply straight away.Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B. Want to know more?Discover more at armstronglloyd.co.uk