The Growth Agenda - Sales & Marketing Podcast

In this article we explore what makes the commercial diagnosis genuinely difficult in the first 100 days as a CCO. Most experienced commercial leaders can get to the mechanical picture fairly quickly. The patterns are familiar and the frameworks exist. What is harder, and what most leaders underinvest in, is everything that lives behind the mechanics. This is what Liza Dava, Partner within Commercial Transformation explores in this article drawing on conversations with newly appointed commercial leaders and advisory experience across industries. You can find a full article - https://www.linkedin.com/pulse/first-100-days-cco-diagnosis-beyond-commercial-mechanics-liza-dava-nqoxe/

Most companies don't struggle with ambition when it comes to growth. They struggle with consistency. In this episode, Brian Andersen and Mikkel Bach-Andersen discuss why growth often falls short — not because of strategy, but because of the system behind it. Based on The Growth System, they break it down into three core layers: • Strategic focus – where to compete (and where not to) • Commercial architecture – how you actually win in the market • Execution capability – how you turn it into consistent results They also get into what typically goes wrong in practice: • "Fake focus" where priorities don't change resource allocation • Commercial models that evolve randomly instead of being designed • Execution that looks busy but doesn't compound If growth feels uneven or overly dependent on individuals, this is a more structured way to think about it. 📄 The full whitepaper is available on Mikkel Bach-Andersen's LinkedIn. 

Most commercial transformations fail, not because the strategy is wrong, but because execution breaks down. In this episode, we explore why changing sales, marketing, and go-to-market ways of working is so difficult in practice, and what leaders can do to improve the odds of success. The conversation dives into the real tensions commercial leaders face: running the business while transforming it, balancing quick wins with long-term change, and aligning leadership, middle management, and frontline teams. The episode builds on insights from Kink the Curve, Kvadrant's book on commercial transformation, written by Martin Nyvang Mariussen and Oliver Lund Storgaard, and offers practical perspectives on how to design and lead change that actually sticks. 📘 Download the book Kink the Curve here: https://www.kvadrant.dk/insights-books-podcasts-articles/commercial-kink-the-curve

Three years into the GenAI wave, many enterprises are still experimenting without seeing real outcomes. In this episode, Mikkel Bach-Andersen and Hannibal Herforth share what is actually working inside large, global B2B organizations. In this podcast they explore how commercial teams can: Move from hype-driven experiments to measurable value Build a swarm of narrow assistants that free time for creativity and strategy Shift from IT-led moonshots to business-owned AI adoption Create the right governance, guardrails, and change management to scale AI across functions This episode provides a grounded perspective on how to make AI assistants a real source of productivity, creativity, and commercial impact.

What does it take for a hardware company to build a successful software business? In this episode, Mikkel Bach-Andersen and Brian Andersen explore the real challenges behind the shift. From go-to-market models and new buyer dynamics to organizational resistance and incentive design, they unpack lessons from companies like Trackunit and FOSS that made it work and why so many others failed.

On this week's Growth Agenda Podcast, Bart sits down with Anders Buchman, VP Commercial at Upry, to unpack a simpler, smarter way to build your go-to-market strategy and scale a high-impact team. Ready to discover where B2B growth really comes from? 

In this episode, we sit down with Natasha Lindsey, Director of Global Sales Enablement at Jabra, to explore what it really takes to drive lasting sales transformation. From managing 500+ stakeholders to rolling out global programs across diverse sales models, Natasha shares hard-earned lessons on what works—and what doesn't—when trying to change how people sell. We talk enablement, coaching, AI, and the shift from feature selling to true value selling. Whether you're in sales, enablement, or leadership, this episode will challenge how you think about building a commercial organization that actually drives impact.

This episode explores The New Growth Agenda, a book designed to help commercial leaders identify new growth opportunities. The conversation between the three authors, Martijn, Brian and Oliver, covers the inspiration behind the book, key insights from a survey of 150 senior leaders, and practical strategies for navigating today's complex buying landscape. From rethinking sales structures to adapting marketing for sustained impact, the discussion provides actionable advice for driving commercial success.   Tune in for fresh perspectives on organic growth in a changing business environment.

Just before Christmas, Jeppe and Martin had the pleasure of inviting Brand Strategy Consultant, Mats Urde, into the podcast studio. Mats shares his journey from case-based teaching to consulting and the development of his framework in his book "The Brand Matrix." They discuss the importance of aligning internal culture with external promises, how to manage corporate branding transformations, and the pitfalls of neglecting your organization's identity.  With engaging stories, from building sustainable brands to a passion for Icelandic horses - this is an episode you don't want to miss.   We hope you enjoy today's episode!

In this episode, Carsten Pingel, Partner at Kvadrant Consulting, has his podcast debut in the Palægade studio; joined by Toke Lund, CEO, Partner, and Founder of Enterspeed. Together, they explore Toke's extensive experience in the B2B space, delving into the principles that drive sustained growth. From understanding the power of simplicity to mastering responsiveness in a world of constant change, this conversation uncovers actionable strategies to unlock commercial value. Tune in for practical insights and stories that will inspire your approach to growth and transformation.   We hope you enjoy today's episode!

In this episode, Mikkel Bach-Andersen, Senior Partner, and Martin Mariussen, Partner, discuss the evolution of account management, shifting from static annual plans to dynamic, monthly engagement models. They examine common pitfalls, like misallocating resources and overinvesting in smaller accounts, and emphasize the skills needed for key account managers to become orchestrators rather than lone operators. Packed with practical advice, this episode is a must-listen for sales leaders and account managers looking to build stronger customer relationships, optimize account plans, and take on the "playmaker" role crucial for navigating complex, multi-stakeholder accounts.   We hope you enjoy today's episode!

In this episode, Jeppe and Martin sit down with Novonesis' Head of Sales & Business Development, Alexander Broe. They explore his fascinating career journey, from endurance sports enthusiast to navigating the corporate world, including his transitions from procurement to sales, marketing, and distributor management. Alexander shares insights into how companies can effectively bridge the gap between B2B and B2C, the challenges of managing distributors across global markets, and how to create real-world impact by developing innovative products. This conversation offers a wealth of knowledge on sales strategy, distributor relationships, and the future of consumer health trends, particularly in probiotics and the gut-brain axis.  We hope you enjoy today's episode!

What makes a top sales leader? How do you scale success across global markets? How can leaders adapt and thrive in ever-changing business landscapes? These are among the questions today's episode seek to answer. Oliver Lund Storgaard, Director at Kvadrant Consulting, and Jeppe Andersen, Senior Consultant, sit down with Global Sr. Manager Sales Operating Model & Deployment at VELUX, Daniel Mann. Together, they explore Daniel's journey through the world of sales, from his early days as a frontline sales rep to leading global initiatives that empower sales teams across multiple markets. Along the way, Daniel shares his insights on transitioning from individual sales success to coaching and leading others, balancing global strategy with local execution, and driving real impact in a fast-moving commercial environment. His story provides inspiration and practical advice for sales professionals and leaders looking to navigate complex organizational structures and succeed in a global role. We hope you enjoy this episode!

What drives success in the fintech world? Is digital banking redefining the financial landscape? What does it take to succeed in digital banking? In this episode, Martin Nyvang Mariussen, Partner at Kvadrant Consulting, and Jeppe Andersen, Senior Consultant, sit down with Camilla Frøsig, Head of Banking Services, Commercial, from LUNAR - the leading digital bank in the Nordics. Together, they dive into Camilla's journey through the fintech world, exploring her experiences with big, complex deals, building meaningful partnerships, and navigating the fast-paced digital banking landscape . While searching for answers to the questions above, Camilla shares her insights and challenges, offering inspiration and practical wisdom for sales professionals and commercial leaders alike. We hope you enjoy today's episode!

It's a question worth asking: Are websites still as crucial for businesses as they once were? In this episode, Brian and Charlotte draw on their 30 years of combined experience in website creation to dive into the debate on the importance of websites in today's digital world. They explore the evolving role of websites, consider alternative digital strategies, and discuss whether websites remain the backbone of a strong online presence. Tune in and join the conversation!

In this episode, Martin Mariussen, Partner at Kvadrant, and Jeppe Andersen, Senior Consultant, sit down with Claus Ipsen, Commercial Director at Teton AI, for a dynamic conversation in our Palægade office studio. They dig into some fascinating stories about big, complex deals that have made a real difference for companies and customers alike. Claus shares his wealth of experience, the obstacles he's overcome, and the victories he's achieved on his journey within the industry. This episode is designed to inspire and equip the next generation of sales professionals and commercial leaders with fresh insights and practical wisdom. We hope you enjoy!

In today's episode, Mikkel Bach-Andersen and Brian Andersen will unveil the inner workings of marketing strategies at Kvadrant Consulting. Discover how they tackle marketing challenges in large professional service firms, and dive into the power of building a strong brand, both for the company and for individuals within it, highlighting how personal branding can enhance credibility and strengthen overall brand reputation. Gain practical insights and real-world examples that redefine how you approach consultancy marketing and sales.

In this episode, Martin Nyvang Mariussen and Sixten Schultz dive into ecosystem selling and partnership sales, exploring the evolving sales dynamics and the importance of nurturing relationships with various companies. They examine the critical considerations for assessing product suitability for partnership selling, emphasizing the need to avoid channel conflicts and establish clear rules with partners.   Highlighting the role of partners in enhancing customer service and extending product lifespan, they stress the value of investment in partner enablement and collaboration.   Strategic partner selection, mutual success contributions, and setting standards for effective partnerships are key aspects discussed for building successful partnership ecosystems.   In today's episode, we cover: 0:00: Introduction and Weekend Plans 0:14: Introduction to Ecosystem Selling 7:01: Importance of Service in Ecosystem Selling 8:48: Starting Small in Partnership Sales 12:36: Importance of Selective Partnerships 14:55: Balancing Partner Revenue Contributions 16:30: Setting Requirements for Healthy Partnerships 22:11: Integration of Touchpoints in Sales Management 23:23:Ownership of Customers in Partnerships 24:05: Ensuring Communication and Alignment in Partnerships   32:30: Structuring Partner Programs 36:25: Common Partnership Pitfalls 39:09: Leveraging Informal Partnerships 42:47: Balancing Partnership Resources 44:49: Healthy Partnership Approach 47:03: Importance of Trust in Partnerships 50:10: Organic Partnership Growth

In this podcast, Mikkel Bach-Andersen and Martin Mariussen dive deep on the topic of sales trainings. How can organisationes design impactful capability programs, avoiding traditional training pitfalls, and tailoring training to specific roles are highlighted. The importance of aligning training with performance gaps, involving cross-functional teams, and using interactive methods for behavior change is underscored. The discussion also covers aligning sales and marketing efforts, digitalization's impact, and fostering continuous learning. Martin and Mikkel stress adaptability, alignment, and continuous improvement in sales training design for better outcomes.   In todays episode we cover: 0:05 Introduction 4:14 The Flaws in Sales Training Delivery 4:24 Designing Effective Sales Training Programs 8:37 Avoiding Pitfalls in Implementing Sales Training 12:37 Importance of Role-Specific Training in Sales 17:05 The Value of Different Sales Methodologies 19:05 Customization vs. Off-the-Shelf Training Programs 20:33 Adapting Training Programs to Digital Trends 22:32 Balancing Physical and Virtual Sales Training Delivery 29:39 The Role of Sales Managers 32:30 Motivation in Training Programs 38:24 Initiating a Training Program 43:59 Designing the Program Execution 47:20 Closing Thoughts on Sales Training

In this episode, we explore the essence of positioning in the business landscape. Nils and Mikkel discuss how effective positioning connects customers with products and differs from branding, driving sales and distinguishing companies in the market. Explore the challenges of weak or undefined positioning, such as underperforming marketing campaigns and prolonged sales cycles, and learn the strategic importance of clearly defining your target customers and understanding competitive landscapes. This episode is a must-listen for anyone involved in business strategy, from startup founders to marketing professionals, as we dissect successful positioning cases like Chatfire and its differentiation in the crowded messaging platform market. Gain insights into how simplicity and clarity in your positioning can significantly enhance customer understanding and engagement.   In todays episode we cover: 0:05 Introduction 1:47 Symptoms of Weak Positioning 17:02 Solutions to Weak Positioning 22:27 The Process of Positioning 23:30 Time Horizon for Positioning 25:59 Importance of Sales Reps in Positioning 27:50 Example of Strong B2B Positioning

In this episode, we had the opportunity to dive into the world of revenue operations with Toni Hohlbein, a seasoned professional and co-founder of Growblocks.  Toni highlights the evolution of RevOps from basic system management to a crucial element of strategic planning, focusing on the significance of understanding the sales funnel, leveraging data for decision-making, and aligning technology with business needs. He delves into the challenges and opportunities within RevOps, such as optimizing resources, navigating growth phases, and the importance of cross-functional collaboration for achieving revenue targets. The discussion also touches on the future of RevOps, including the integration of AI technologies and its role in shaping business strategies.   In todays episode we cover: 0:00:06 Introduction to Revenue Operations 0:01:53 Transition to Growblocks and Personal Story 0:04:39 Definition and Scope of Revenue Operations 0:06:17 Need for Revenue Operations Integration 0:08:08 Importance in Changing Funding Environment 0:11:46 Challenges and Misconceptions of Revenue Operations 0:14:31 Pillars of Strategic RevOps Function 0:18:34 RevOps: Connecting Departmental Insights 0:22:04 Process Anchor and Live Software Benefits 0:24:15 Providing Informed Actionable Advice 0:27:59 Emergence of Revenue Operations in B2B 0:45:38 Planning and Forecasting Challenges 0:46:37 Future Paths for Revenue Operations 0:50:07 Strategic Role of Revenue Operations

In this discussion, Mikkel and Brian explore the evolution of marketing operating models, emphasizing the shift from traditional teams to the complex landscape of today. They highlight the importance of a formalized operating model as a bridge between strategy and execution, enabling organizations to align frameworks with strategic goals. The conversation also focused on integrating IT expertise, adopting agile methodologies, and adapting to market dynamics to drive innovation and efficiency in marketing operations.  Additionally, they discussed the transition to multidisciplinary teams, the challenges of global and local marketing alignment, and the evolving field marketing landscape towards specialization and collaboration. The episode concluded with insights on incremental changes, collaborative practices, and problem-focused strategies for successful organizational transformation in the modern marketing environment. In todays episode we cover: 0:00:19 Introduction to Marketing Operating Model 0:02:05 Components of a Marketing Operating Model 0:03:48 Critical Need for Marketing Operating Model 0:09:53 Customization and Complexity in Operating Models 0:14:34 Impact of New Capabilities on Marketing Department 0:20:19 Shift from Factory Line to Cross-Functional Teams 0:26:01 Growing Trend of Insourcing Capabilities 0:28:49 Rethinking Agency-Client Relationships 0:30:18 Reinventing the Collaboration Model 0:40:25 Global and Local Alignment 0:51:12 Organic vs. Formal Operating Models 0:53:08 Avoiding Pitfalls in Implementation

I denne udgave af "The CRO Podcast" handler det om B2B branding. Brian Andersen interviewer Nils Lindner Koch, som baseret på hans erfaring fra mere end 12 år med branding arbejde for både B2B og B2C virksomheder, deler 5 faldgrupper i B2B branding og hvordan du kan undgå dem.  Rigtig god fornøjelse. 

I denne udgave af "The CRO Podcast" deler vores værter, Brian og Mikkel, indsigt om organisering af marketingfunktionen i B2B virksomheder. Emnerne de udforsker omfatter: Identifikation af tidspunkter i organisationens udvikling, hvor det er hensigtsmæssigt at skabe et overblik og vurdere, om ændringer i strukturen kunne fremme effektiviteten. Den interne koordinering mellem lokale og globale marketingsafdelinger. Afvejning af fordele og ulemper ved centraliserede og decentraliserede marketingorganisationer. Værterne dykker ned i disse emner samt de medfølgende spørgsmål for at komme med input og reflektion til hvordan hvordan virksomheder kan optimere deres marketingsorganisation for at opnå de bedste resultater. Lyt med når de udforsker disse vigtige aspekter af moderne virksomhedsledelse indenfor marketingsverdenen.

I denne episode taler de to partnere i Kvadrant Consulting, Mikkel og Brian, om vertikalisering i B2B. De taler blandt andet om: - Den underlæggende drivkraft for vertikalisering i B2B. - Forskellige typer af vertikalisering (marketing, salg og produkt) - Hvornår det giver mening og de hyppigste faldgrupper.  Rigtig god fornøjelse.

Vi taler med Morten Friberg Jensen, der er Director for Demand Generation og Marketing Automation hos Milestone Systems. Denne episode handler om medieindkøb, som er en af de store udgiftsposter i ethvert B2B marketing budget.  I denne episode kommer vi blandt andet kommer ind på: - Hvordan medieindkøb har udviklet sig i B2B de sidste 15 år - Hvorfor Morten mener at man som marketeer bør starte i CRM - Hvorfor direkte kundekontakt er afgørende for både marketing og samarbejdet med salg Morten har mange års erfaring med B2B marketing, hvor han har haft hånden på kogepladen for hundredevis af millioner i medieindkøb.  Rigtig god fornøjelse.  

I denne episode taler Brian og Mikkel omkring indholdet og implikationerne af Kvadrant Consulting's seneste publikationer "The Campfire Launch". De taler om de 5 hyppigste grunde til at produktlanceringer fejler for B2B virksomheder, og hvordan vi kan undgå disse faldgruber.    Dette er del 2 af Kvadrant Consulting's podcast omhandlende produktlanceringer samt de udfordringer, der medfølger. Rigtig god fornøjelse. 

I denne epsiode taler Brian & Mikkel omkring indholdet og implikationerne af Kvadrant Consulting's seneste publikation: "The Campfire Launch". De taler om de 5 mest hyppigste grunde til at produktlanceringer fejler for B2B virksomheder, og hvordan du kan undgå disse faldgrupper. Rigtig god fornøjelse. 

Hvad kræves der egentlig for at drive en moderne salgsorganisation i et konkurrencepræget SaaS marked? Vi taler med VP for Strategy & Growth fra Contractbook, Alexander Irschenberger, hvor vi blandt andet kommer ind på: - Hvordan Alexander organiserer sit salgsteam i Contractbook - Hvordan han sikrer løbende capability development af salgsstyrken  - Hvorfor man med fordel kan organisere sig omkring kunders problemer i stedet for eksempelvis geografi Alexander er en stærk kommerciel leder, der lykkedes med at modernisere den traditionelle salgsorganisation med fokus på specialisering over generalisering.

Hvad kræver det egentlig at lede både marketing og salg i 2023? Idag taler vi med Chief Revenue Officer fra LearningBank, John Risør Hansen, hvor vi snakker om: - Den umage vej fra marketingansvarlig til også at omfatte ejerskab af salg - Fordele og ulemper ved fælles organisering af marketing og salg - Hvad John ville gøre anderledes i dag og gode råd til CMO'er der vil samme vej - Hvordan John og LearningBank har tacklet balancen mellem vækst og profit i en omskiftelig SaaS branche - Investering i salg og marketing gennem krisetider John er en sand kommerciel kapacitet og vi kommer vidt omkring B2B salg, marketing, SaaS, medie og forretningsstrategi.    Rigtig god fornøjelse.

Vi er på vej ud af en lang vækstperiode på tværs af industrier. Hvad nu? Mikkel og Brian diskuterer forskellige måder salg og marketing kan gentænke deres kommercielle model i stedet for brede besparelser: - En holistisk analyse af hvad recessionen betyder for jer - Omstrukturering af salg - Øget digitalt salgsfokus - Ny balance mellem salg og marketing - Priser og rabatter Det er aldrig sjovt at være presset på top- eller bundlinie. Men måske er tiden moden til at tage greb om nogle af de svære emner som salgskompensationer, organisering og go-to-market ændringer.  Rigtig god fornøjelse.  

I denne episode taler de to partnere i Kvadrant Consulting, Mikkel og Brian, om nye roller i marketing. De taler blandt andet om: - Er nye roller som growth officers, hackers og data scientists kommet for at blive eller er de splid af tid? - Fordele og ulemper ved specialister vs. generalister. - En CMO´s rolle i en fragmenteret og specialiseret marketingfunktion. Rigtig god fornøjelse.

I denne episode taler Brian med Steffen Souza fra Merkle. Få tech-insidernes bud på hvordan du griber komplekse digitale transformationer an på en jordnær og effektiv måde. - Gode og mindre gode måder at starte digitale projekter på - Praktiske erfaringer med kompleks B2B eCommerce - Fra teknologi-fokus til organisation, modenhed, governance og mere Rigtig god fornøjelse

I denne episode taler de to partnere i Kvadrant Consulting, Mikkel og Martin, om Sales Plays.  De kommer vidt omkring og taler blandt andet om: - Hvorfor Sales Plays er relevante for B2B salgsorganisationer - Hvordan kommercielle organisationer praktisk kan udvikle og anvende Sales Plays. - Hvornår en data-drevet tilgang til sit arbejde med Sales Plays bliver en nødvendighed og hvordan man lykkedes med det.  

I komplekse B2B organisationer spiller product marketing en vigtig rolle mod både salg, produktafdelingen og resten af marketing. Men hvad er det egentlig, hvor starter man og hvordan skal man prioritere? Det snakker Brian med Bjørn Ekner, VP Product Marketing fra GN Store Nord A/S om. Bjørn har været med på en signifikant vækstrejse både på virksomhedsniveau og i udviklingen af en produkt marketing afdeling fra 2 til over 15 mand. Hør Bjørns tanker om:   Hvor man skal starte og prioritere sin product marketing indsats Samarbejdet med hhv produkt og salg Hvilke kompetencer der præger en god product marketer Vigtigheden af at forstå hhv produktet og kunderne Hvad han ville gøre anderledes, hvis han kunne starte forfra Rigtig god fornøjelse

I denne episode taler de to partnere i Kvadrant Consulting, Mikkel og Brian, om MarTech i B2B.  De kommer vidt omkring og taler blandt andet om: - Hvorfor mange virksomheder ikke får det forvetnede udbytte af sine MarTech investeringer - Hvorfor mange MarTech projekter fejler - Konkrete anbefalinger til at få succes med MarTech i din virksomhed

I studiet er Andreas Villumsen, der er CMO i virksomheden Relesys, der er en SaaS virksomhed. Andreas og Brian diskuterer: - Hvordan man ikke bare overlever den første 100 dage som ny B2B CMO, men får success - Hvordan man skal tilpasse sit fokus på eksempelvis at bygge sit team eller lave strategi baseret på, hvor virksomheder er i sin modenhedsrejse - Hvornår tech kan understøtte rejsen - og hvornår den ligeledes kan være et unødvendigt og fordyrende element Hør desuden en masse gode anekdoter og læringer fra Andreas og Relesys egen rejse.

I studiet er Steffen Hedebrandt, der er CMO i virksomheden Dreamdata.io, der specialiserer sig i at kortlægge digitale kunderejser. Sammen med Mikkel Bach-Andersen, diskuterer de: - Hvorfor det hovedsageligt er digitale virksomheder, der kan bruge revenue attribution - Hvordan en virksomhed kan bruge en dybere forståelse af sine kunderrejser til at optimere samarbejdet mellem Product, Marketing, og Sales - Hvordan en virksomhed kan bruge en dybere forståelse af sine kunderrejser til at lave mere effekful marketing og klæde sine sælgere på til at sælge mere Hør desuden en masse gode anekdoter og læringer fra Dreamdatas egen rejse med at forstå deres kunder og kunderejser.

I denne episode taler de to partnere i Kvadrant Consulting, Mikkel og Brian, om B2B marketingstrategi.  De kommer vidt omkring og taler blandt andet om: Hvordan en BtB marketingstrategi er forskellig fra en BtC marketingstrategi Hvorfor en forretningsstrategi altid bør gå forud for en marketingstrategi Hvad en god BtB marketingstrategi bør indeholde Hvorfor de fleste "Marketingstrategier" nok ikke helt er strategier, når det kommer til stykket

I denne episode taler partner i Kvadrant consulting, Brian Andersen med Rune Bergendorff, der i NNIT's Life Science afdeling været på en international vækstrejse. De har skabt en stærk markedsposition ved at omfavne en blanding af salg, marketing og rådgivning i et komplekst og super konkurrencepræget marked. Hør Rune fortælle om, hvordan de har opbygget en organisation af salg- og marketing hybrider, hvordan de håndterer udbud og mega-deals, international ekspansion, thought leadership, samt Rune's bud på marketings fremtidig specialisering og sammensmeltning med salg. Rigtig god fornøjelse

In this episode, partner at Kvadrant Consulting, Martin Nyvang Mariussen speaks with Troels Rygaard who is Founder & CMO of The Bridge Innovation and former VP of Global Marketing in Foss. Together, they discuss how to set the right team in marketing, how to handle and motivate young professionals, and how marketing can create a customer-centric organisation through sharing insights with, for example, R&D.

I denne episode taler partner i Kvadrant consulting, Mikkel Bach-Andersen med Lars Madsen, der er CMO i software virksomheden Basware. Sammen taler de om forandring og forandringsledelse, samt hvordan de seneste års udvikling har påvirket marketing som funktion, både set fra et organisatorisk og individuelt perspektiv. De kommer blandt andet ind på, hvad man kan gøre for at hjælpe ens kollegaer med på forandringsrejsen på en god måde, trods de udfordringer, forandring kan give anledning til. Rigtig god fornøjelse

This is the first article in our new podcast series where we narrate bite-sized articles written by Kvadrant's partners.   This article is called "The new B2B growth playbook". Its key takeaway is:    Sales & Marketing can no longer succeed together by functioning individually due to a seismic shift in how buyers buy. B2B buyers are more informed than ever but also more confused. Thus, training and enabling the field sales force is no longer the right solution. Instead, companies should design Revenue Operation Playbooks supported by marketing as a growth driver and inside sales as buying enabler.

Sammen diskuterer partner hos Kvadrant Consulting, Mikkel Bach-Andersen og Jacob Emil Opstrup, hvordan Customer Success kan være en centralt værdiskabende funktion, hvordan man kan få Customer Success til lykkes med at få kunderne til at lykkes, og hvordan det kræver at kunne sætte sig i kundens sted og være god til at problemløse proaktivt. Rigtig god fornøjelse

"Hvis du er et sted, hvor CEO tænker at marketing er vigtig nok til, at min bestyrelse også bør forstå, hvad det er, vi laver - så er du et godt sted." - Jens Olivarius, CMO i Stibo Systems Sammen diskuterer partner hos Kvadrant Consulting, Mikkel Bach-Andersen og Jens Olivarius, hvordan marketings rolle har udviklet sig, marketings forhold til den øvrige organisation, samt hvordan man får success i rollen som CMO. Rigtig god fornøjelse

"Når der er minimal produkt differentiering og information er frit tilgængeligt for masserne, så bliver virksomhedernes vigtigste konkurrence parameter den digitale kundeoplevelse."   - Martin Stockfleth Larsen   Martin Stockfleth Larsen har mere end 20 års erfaring med B2B Salg og Marketing.    Hør Martin fortælle om hvordan Marketing kan skabe værdi på tværs af hele kunderejsen.   Rigtig god fornøjelse.

Jabra har lige vundet en pris for de forretningsresultater, som de har skabt ved at digitalisere deres marketingindsats.   Hør Brian Andersen fortælle om deres kontrære tilgang, og hvad de har lært af processen. Rigtig god fornøjelse.

"I traditionelle B2B-virksomheder, kan salg godt sælge uden marketing, men marketing kan ikke sælge ud salg" - Martin Nyvang Mariussen, Partner, Kvadrant I denne episode ser vi nærmere på B2B-salgsudvikling og belyser emner som Consultative Selling og Inside Sales. Rigtig god fornøjelse.

"Der er nu i højere grad brug for at sætte en person på toppen af salg og marketing, der har forståelse for de to discipliner i en moderne kontekst, drevet af en ny måde at købe ind på" - Mikkel Bach Andersen, Partner, Kvadrant I denne episode ser vi nærmere på marketings udvikling og belyser, hvad der skal til for at strukturere en succesfuld marketingmotor. Rigtig god fornøjelse.

Hjertelig velkommen til The Chief Revenue Officer Podcast. En podcast præsenteret af Kvadrant Consulting Vi har navngivet podcasten efter fremtidens kommercielle B2B superstjerne. En person, som formår at sætte sig ind i virksomhedens vækstagenda og drive omsætning igennem en koordineret indsats på tværs af marketing, salg og customer success. Det er disse tre motorer for fremtidig indtjening, som denne podcast handler om. Formålet er klart, og der er at give dig, kære lytter, nogle perspektiver og redskaber som du selv kan implementere i din kommercielle virkelighed.