With today’s B2B buyers, every word counts. Getting your messaging right can mean the difference between closing a deal or losing it to a competitor. Crafting messages that resonate and convert is more than just a creative exercise—it's a strategic imperative. Yet, many organizations fall into the trap of using the same messaging tactics across all stages of the customer lifecycle, missing opportunities to leverage buyer psychology effectively.

This episode explores the nuances of messaging and positioning, diving into how value propositions must evolve based on where your buyer is in their journey. We break down the critical difference between "value selling" and "solution selling" and why it's essential to tailor your approach. For customer acquisition, it's all about disrupting the status quo, shaking up your prospects' thinking to show them why change is necessary. But when it comes to expansion and renewals, your messaging needs to shift gears—focusing on the value and outcomes you've already delivered to reinforce why sticking with you is the best choice.

Joining us is Tim Reisterer, a seasoned expert on the intersection of messaging, psychology, and sales effectiveness. Tim brings decades of experience helping organizations understand what truly drives conversion and how to leverage buyer psychology to craft messages that align with each stage of the customer lifecycle. In this episode, he shares actionable insights into how you can transform your messaging strategy to not just communicate, but truly connect—and convert.

About the Guest

Tim Riesterer, Chief Strategy Officer at Corporate Visions, is the sought after expert on evidence-based revenue growth using counterintuitive approaches. Known for his candid thought leadership and engaging keynotes, he’s spent decades testing and refining go-to-market strategies that put buyers squarely at the center. Tim is the author of four insightful books, including Customer Message Management, Conversations that Win the Complex Sale, The Three Value Conversations, and The Expansion Sale.

Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to see how we help B2B companies grow revenue.

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Theory & Practice, a special subseries within the Growth Driver podcast, is where John Common, CEO of Intelligent Demand, cuts through surface-level strategies and explores what truly drives B2B growth. Season 1 brought insights that challenged assumptions and transformed growth into more than just a metric—here are some of the standout moments!

From John Common’s advice to have the CMO, CRO, CEO, and CFO at the table for strategic planning to breaking down real growth goals, every episode challenged the status quo. With a call for courageous and wise decision-making, John reminds leaders that driving growth isn’t about waiting for a crisis but about proactively instigating change for long-term success.

As the industry shifts towards “efficient growth,” Theory & Practice continues to explore how many companies over-focus on short-term acquisition, ignoring the deeper fundamentals. John emphasized the power of alignment: connecting brand, demand, sales, and customer success by holding every team accountable for the unified message that speaks to customers with one voice.

Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.

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In this episode of Growth Driver, John welcomes AJ Gandhi, Chief Growth Officer at Marlin Equity Partners, for an in-depth exploration of the emerging role of the Chief Growth Officer (CGO) in modern B2B growth. They unpack what makes this role unique—its core responsibilities, how it compares to other C-level titles, and how CGOs drive aligned growth across diverse functions.

AJ shares insights from his experience as a CGO, shedding light on the evolving demands of go-to-market strategy. With businesses prioritizing both growth and efficiency, AJ breaks down his “DRIVER” framework, a powerful approach for scalable, cross-functional alignment:

D for Differentiation: Craft compelling, customer-centered messaging to stand out.

R for Raise Sales Talent: Prioritize skill development and continuous enablement.

I for Ideal Customer Profile Pipeline: Target ICP-based opportunities that drive true value.

V for Value Realization: Measure and communicate ROI at every customer stage.

E for Expansion of Existing Customers: Foster lifetime value through smart renewal and cross-sell tactics.

R for Revenue Team Excellence: Encourage cohesion and innovation across functions.

Tune in to understand the CGO’s role in building end-to-end growth strategies and transforming growth into a true team sport.

About the Guest

Entrepreneurial general manager with expertise in B2B sales strategy, productivity and operations and proven ability to sell enterprise deals. 20+ years of experience with over 50 B2B companies covering all major geographies (NA, EMEA, APJ), customer segments (Enterprise, Commercial, SMB) and routes to market (Field, Inside, Channel, OEM Sales).

Distinctively known for: GTM acumen, team building and development, collaborative problem solving, driving change and creating a high aspiration, yet fun, winning culture. Intrinsically motivated by the opportunity to contribute and make a difference.

Active non-profit leader and proudly recognized as "Father of the Year" by Board of Supervisors of San Mateo County, CA.

Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.

Hosted on Acast. See acast.com/privacy for more information.