56. Selling the Dream, Delivering the Goods: Talking Demand Gen with Borja Cuan

In this episode of Thoughts on Selling, I sit down with Borja Cuan, co-founder of Four15 Digital, to talk all things demand gen, agency life, and what it takes to deliver results—not just leads. Borja's been in the digital marketing game since the late '90s, and his perspective on execution, transparency, and the importance of asking the right questions is both refreshing and, frankly, necessary in today’s B2B landscape.

We dig into the realities of running a growth agency in a high-pressure environment, including the need to go deep with clients—not just generate leads and toss them over the fence. Borja shares how they push for real alignment and results, why communication is everything, and how referrals and transparency build trust in an industry plagued by skepticism.

We also talk about the importance of recognizing client pressure, being honest about what’s working (and what’s not), and how to keep your team focused on delivering high-quality outcomes every single time.

Oh, and we had some laughs too. That’s always part of the plan.

• Execution is everything. Tools and platforms are accessible to all—it's what you do with them that sets you apart.

• Leads ≠ Results. Agencies need to care about what happens after the lead is generated.

• Communication wins. Weekly check-ins, note-takers, action items—it's the small things that keep relationships strong.

• Referrals help, but trust is earned. Even warm intros come with skepticism. Be ready to prove yourself.

• Curiosity matters. Ask why something’s working. Or not. Dig deep into the data and the client's goals.

• Push back (respectfully). If a client’s idea isn’t the best for their business, say so.

• Ask your clients: What are we not doing today that you wish we were?

• Get clear on what success looks like—then document it, track it, and revisit it often.

• Keep your "house" (aka accounts and campaigns) clean—small details build (or break) trust.

• Set up a regular client health score review—don’t assume silence means satisfaction.

• Don't just celebrate wins—use them to reinforce value and deepen the relationship.

🔑 Key Takeaways✅ Action Items