Secret of Scalable Growth with John Hirko

In this debut episode of Unpacking the Brand, hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) are joined by John Hirko, Director of Growth at TheRiot Agency. Together, they explore the evolving role of growth leaders and how companies can align sales, marketing, and customer success through systems that scale brand intimacy.

From CRM adoption to bridging relationship selling with digital strategy, John shares actionable insights for manufacturers and B2B companies looking to modernize how they grow.

Chapters

• 00:00 – Intro: Why we launched Unpacking the Brand
• 01:28 – Guest intro: John Hirko and his role as Director of Growth
• 03:17 – The evolution of the "Director of Growth" title
• 07:13 – Common growth challenges in manufacturing
• 08:53 – Why sales and marketing misalignment is so common
• 10:52 – From people-to-people to brand-to-people trust
• 13:21 – The importance of systems and centralized data
• 15:17 – Case study: Helping a hidden champion scale up
• 18:10 – Overcoming CRM adoption resistance from seasoned sales teams
• 24:26 – How long does CRM implementation really take?
• 30:06 – Practical branding tips for businesses on a budget
• 32:58 – The 4 pillars of any successful growth effort
• 38:35 – Investing smartly in marketing roles
• 39:23 – Why marketing now leads sales in the B2B journey
• 42:10 – Rapid Fire: John’s favorite brand, Super Bowl ads & more

Mentioned in This Episode

• Book: Traction by Gino Wickman (EOS/Entrepreneurial Operating System)
• HubSpot’s stat: 80% of purchase decisions are made before talking to sales

Creators and Guests

Host

Kenneth Theriot

Ken Theriot is a brand strategist with over 20 years of experience in marketing, storytelling, and audience engagement. As the founder of TheRiot Agency, he has worked with businesses across industries to craft compelling brand narratives and build meaningful connections with their audiences. With a deep understanding of both creative storytelling and data-driven strategy, Ken brings a unique perspective to Unpacking the Brand, diving into how brands differentiate, evolve, and thrive in an ever-changing market.

Host

Randy Kessler

Randy Kessler is a seasoned professional with over 15 years of experience in sales, marketing, and brand strategy. As a key member of Labels and Labeling, he has built lasting connections across the print and packaging industry, working closely with businesses to understand their challenges and opportunities. With a deep knowledge of branding, customer engagement, and industry trends, Randy brings a thoughtful and conversational approach to Unpacking the Brand, exploring how brands evolve and connect with their audiences in meaningful ways.

Producer

Joshua Long

Joshua Long is a feature film, commercial and new media producer with more than a decade of experience. His experience in digital content production, planning and resource management provide tremendous value to TheRiot Agency’s production capabilities. He also manages TheRiot Agency’s subsidiary, Greenlit Entertainment.

What is Unpacking the Brand?

Discover What’s Inside the World of Business, Branding, and Innovation

Join hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) as they dive deep into the strategies, stories, and innovations that drive brand success. Unpacking the Brand explores the intersection of marketing, sales, and customer experience, featuring insights from industry leaders, creative thinkers, and business visionaries.

While rooted in the print and packaging industry, this podcast broadens the conversation to include branding breakthroughs, sustainability, technology, and the challenges shaping today’s business landscape. Whether you’re a CEO, entrepreneur, or marketing professional, each episode delivers insider insights, expert interviews, and actionable takeaways to help you stay ahead in an ever-evolving market.

New episodes drop monthly, with special editions covering major industry trends and events.

🎧 Subscribe now and start unpacking the stories behind the world’s most compelling brands!