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.
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