The Transaction

In this episode of 'The Transaction,' Matt and Craig are joined by John Common, CEO of Intelligent Demand, to discuss various aspects of B2B growth strategy. The conversation focuses on the importance of different go-to-market motions, ICP targeting, and the implementation of cross-functional alignment. John stresses moving beyond tactical focus to strategic integration, operationalizing alignment, and realistically tackling people problems to achieve scalable growth. The episode wraps up with a focus on practical steps for CEOs and ELTs to improve business performance through clearly defined roles and metrics, and learning from successful case examples.

Takeaways:
  • Regularly assess and adjust the ICP (Ideal Customer Profile) to ensure that targeting remains focused and effective. This ensures marketing and sales aim at the most lucrative customer segments.
  • Translate alignment from a conceptual level to actionable, everyday practices. Implement clear role definitions, SLAs, and regular cross-functional meetings to ensure sustained alignment.
  • Distinguish between primary and secondary go-to-market motions. Focus resources on getting exceptionally good at one or two primary motions before expanding efforts.
  • Constantly educate and train leadership and teams on effective go-to-market strategies and the importance of cross-functional collaboration. Consider establishing training programs or workshops for this purpose.
  • Sales and marketing should collaborate closely during the budgeting process to ensure coherent and mutually supportive plans. Present a unified budget to the board to reinforce company-wide commitment to shared goals.
  • When facing alignment or performance issues, carefully diagnose whether they stem from role misalignment, poor management, or cultural issues. Address these root causes rather than defaulting to replacing personnel
  • The CEO or top leadership must set a strong precedent for cross-functional collaboration. Leaders should emphasize the importance of integrated strategies and reinforce them by example and mandate.

Chapters:
  • 00:00 - Craig’s Hat and John's Music
  • 03:50 - Transition to Business Talk
  • 05:19 - Discussing Business Alignment
  • 08:28 - The Importance of Integrated Growth Plays
  • 25:17 - Professed vs. Actual Alignment
  • 29:05 - Realistic Expectations for Operators
  • 29:26 - Challenges in Sales and Marketing Alignment
  • 31:57 - Product Management in SMBs
  • 33:21 - Scaling Post Product-Market Fit
  • 36:49 - The Role of Heroics in Business Success
  • 47:20 - Final Thoughts and Reflections
Quote of the Show:
  • “By doing more, you actually might be hurting your brand more, you might be pissing buyers off more, and you definitely will be wasting your budget more.” - John Common
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Creators & Guests

Host
Craig Rosenberg
I help b2b companies grow revenue by enabling GTM excellence. Chief Platform Officer at Scale Venture Partners
Host
Matt Amundson
CMO, Advisor, Data-Driven Revenue Leader. Chief Marketing Officer of Census
Producer
Rayanne Pruitt

What is The Transaction?

Welcome to The Transaction. The #1 Go-To-Market podcast on the planet.

Hosts Craig Rosenberg and Matt Amundson, two legendary go-to-market leaders in their own right, talk weekly with the best sales, marketing, operations, and product leaders in the B2B SaaS world to understand what's working in the new playbook of the post-ZIRP market.

But Craig, Matt, and their guests don't just talk theoretically, they share the stories and actionable tips, tactics, and strategies behind what's driving revenue growth that you can take and implement in your own go-to-market roles.

From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction.