GROW B2B FASTER – Details, episodes & analysis

Has data-driven marketing killed creativity?

In this interview, the Head of Marketing at Finastra, Joerg Klueckmann chats with Sammy about the importance of creative freedom in marketing, why companies must dare to be different, how to acquire budget for outside-the-box initiatives, and much more.


You’ll learn:

1. Why creativity must make a comeback if we're to avoid repetitiveness and mundanity in marketing
2. How to ensure ROI on your marketing investments while leaving room for experimenting
3. How Joerg allocates marketing budget to differentiating initiatives
4. Why Finastra built their own video streaming channel Finastra TV
5. Which KPIs to measure to report proof of value for outside-the-box initiatives

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About Joerg:
With more than 20 years of leadership experience, Joerg transformed global marketing organizations across the B2B software industry. He has led teams to become integrated, high performing and digital first. Joerg believes in focus, simplicity, and the courage to be different. He enjoys a good espresso and rides his mountain bike with passion. His superpower is endless positivity.

Find Joerg on LinkedIn: https://www.linkedin.com/in/joergklueckmann/

Joerg's favorite business book:
Play Bigger by Al Ramadam and Kevin Maney | https://shorturl.at/afjTW
Impromptu by Reid Hoffman | https://shorturl.at/afor7

Joerg's favorite podcasts:
Capital Allocators with Ted Seides | https://www.capitalallocators.com/

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About Finastra:
Formed in 2017 by the integration of Misys and D+H under Vista Equity Partners, Finastra enables the financial services world to deliver the future of banking. Applications that power financial institutions, marketplaces that accelerate industry & an open innovation platform for banks, fintechs & non-banks to connect and collaborate. Finastra delivers this vitally important technology to financial institutions of all sizes across the globe, including 90 of the world’s top 100 banks.

Website: https://www.finastra.com/
Industry: Financial Services
Company size: 5,001-10,000 employees
Headquarters: Paddington, London
Founded: 2017

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About the host Sammy:
Sammy and SAWOO enable you to become a thought leader and win leads directly through your own podcast & great content on LinkedIn.

Get in touch with Sammy here on LinkedIn.

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Past guests on the GROW B2B FASTER Show include: Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more. 

Driving demand for your company at every stage of your marketing funnel?

Rodolfo shares how they do it at Recharge.

In today's episode, Rodolfo Yiu, Head of Demand Generation at Recharge shares with Sammy, how he and his team keep their pipeline healthy and full.


You’ll learn:

1. How Rodolfo drives demand on top, middle and bottom of funnel for Recharge
2. How Recharge is distributing its demand gen investments in paid search as a market leader
3. Why Rodolfo still regularly listens in on his team's sales calls


About Rodolfo:
Rodolfo is a B2B SaaS marketing leader located in San Francisco, currently working at Recharge as Head of DG, a leading subscription solution for DTC brands. He is passionate about building and developing marketing teams to solve business problems by partnering with GTM teams. He was previously at Okta and a number of startups.

Find Rodolfo on LinkedIn: https://www.linkedin.com/in/rodolfoyiu/
Rodolfo’s favorite business book:
The Messy Middle: Finding Your Way Through the Hardest and Most Crucial Part of Any Bold Venture - Scott Belsky https://amzn.to/3GtMu1N
Rodolfo’s favorite podcast:
Grit podcast with Joubin Mirzadegan https://www.kleinerperkins.com/podcasts
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About Recharge:
Recharge is the leading subscription payments solution, helping ecommerce merchants of all sizes launch and scale subscription offerings. Recharge’s subscription billing and payment management solutions are designed to help merchants grow by increasing revenue and customer lifetime value while reducing operating costs and churn.

Website: https://rechargepayments.com/
Industry: E-Commerce, Mobile Payments, Software, Subscription Service
Company size: 500+
Headquarters: Santa Monica, California, United States
Founded: 2014
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About the host Sammy:
Sammy and SAWOO enable you to become a thought leader and win leads directly through your own podcast & great content on LinkedIn.

Get in touch with Sammy here on LinkedIn.

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Past guests on the GROW B2B FASTER show include: Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more.

 

 Marketing is not only a means to an end: It's the endgame.

How does Quinyx leverage their marketing to build successful communities & drive growth?

Johanna Fagerstedt, CMO at Quinyx, shares with Sammy, how they do it.


What's in it for you:

1. Why marketing doesn’t stop after winning a customer
2. How Quinyx uses an annual community event to build thought leadership and create content
3. Best practices for setting up a successful community event
4. How Quinyx uses their "Customer Happiness Survey" to build strong client relationships and get valuable feedback
5. Why LinkedIn is the most important social media channel for your B2B business and how to leverage it successfully


About Johanna:
Johanna is CMO at Quinyx and Top 50 Women in SaaS. She leads a team of professionals who are reshaping and defining the future of workforce management and B2B SaaS. Her main focus is on growth and innovation strategy development and execution, go-to-market strategies, internationalization and data-driven business analytics. She spends a lot of time with her two- and five-year-old son and tries to exercise in any way she can, whether it's trail running or yoga, working out or just dancing with the kids.

Find Johanna on LinkedIn: https://www.linkedin.com/in/johanna-fagerstedt/
Johanna's business book recommendations:
Essentialism: The Disciplined Pursuit of Less – Greg McKeown https://amzn.to/3oxfZHq
Johanna’s interview with her favourite business leader Jim Donald: https://www.quinyx.com/the-wfm-show-jim-donald-ondemand
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About Quinyx:
Quinyx is a leading cloud-based workforce management software that provides AI-powered technology to simplify resource-intensive workforce planning in the areas of rostering, time tracking, communication, task management, budgeting and forecasting. Through advanced and flexible features, Quinyx helps more than 850 companies around the world stay compliant, improve efficiency, reduce labor costs, and engage employees.

Website: https://www.quinyx.com/
Industry: Software engineering
Company size: 400
Headquarters: Sweden, Stockholm
Founded: 2005
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About the host Sammy:
Sammy and SAWOO enable you to drive recruiting & employer branding via your hiring managers on LinkedIn.

We can help you:
- Speed up hiring
- Reduce hiring costs
- Create an authentic Employer Brand
- Create a Talent Pool that you can tap into any time

Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/ 

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Past guests on the GROW B2B FASTER Show include: Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more. 

 Technology can bring the best out of you as a salesperson – If you let it.

Today, our host Sammy is talking to Massimo Pernicone, Director at BTS, about how sales tools can help your B2B business grow.


You'll learn:

1. What problems companies face when introducing new tech for salespeople
2. How to get your salespeople on board when adopting new sales tools
3. What mistakes to be aware of when introducing new tools & how to avoid them
4. How to choose the right sales tool for your company needs
5. What to look out for when looking for a consulting company to help you implement your tools

Discover more about this topic on Massimo’s article: https://bts.com/2022/09/14/killer-app-your-sales-force-how-to-drive-it-system-adoption-and-build-the-sales-rep-of-the-future/

About Massimo:
Massimo is Director at BTS Madrid, with 10+ years of experience in Sales & Marketing, Innovation and Leadership. He works with corporations to help their people execute on the strategy and transform the way they sell and innovate. Massimo is an avid traveler and loves to play sports and fitness.

Find Massimo on LinkedIn: https://www.linkedin.com/in/massimopernicone/
Massimo's business book recommendations:
Multipliers: How the Best Leaders Make Everyone Smarter – Liz Wiseman https://amzn.to/3ylTGtZ
Impact Players: How to Take the Lead, Play Bigger, and Multiply Your Impact – Liz Wiseman https://amzn.to/3nmaCu6
Massimo's favorite business leaders: Jessica Skon – https://www.linkedin.com/in/jessica-skon-949b92/
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About BTS:
BTS is a global professional services firm that partners with clients to enable strategy execution. They provide the skills, tools, and knowledge, so people understand how their daily work impacts business results. They are experts in behavior change, care deeply about delivering results, and inspire people to do the best work of their lives. It’s strategy made personal. 

Website: https://bts.com/
Industry: Business consulting and business services
Company size: over 1,000
Headquarters: Stockholm, Sweden
Founded: 1986
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About the host Sammy:
Sammy helps you to:
1. Build your community of big whale clients
2. Win employees
3. Drive B2B sales

Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/

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Past guests on the GROW B2B FASTER Show include: Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more. 

How can you use social media to win leads, grow your B2B business and support sales?

Bill Glenn, VP of Marketing at ExtraHop, has answers – and shares them with Sammy in today's GROW B2B FASTER episode.

What's in it for you:

1. Why social media plays a critical role for ExtraHop’s marketing and sales
2. What role communities and in-person events play for ExtraHop’s marketing
3. Why building in-house influencers is a win for the company
4. How to use use cases to win clients in B2B
5. How ExtraHop supports their channel partners with marketing

About Bill:
Bill is a growth-minded, passionate B2B marketer with over 20 years of experience working with leading software-as-a-service (SaaS) technology providers. For the last 5 years, Bill has led the growth marketing function globally at ExtraHop, serving as the VP, Worldwide Demand. Previously, Bill has led the marketing teams at high-growth startups including: Rightside, Socrata and TalentWise. As a servant leader, Bill thrives when building and developing teams as well as mentoring professionals early in their careers. Bill and his family have lived in Seattle for 20 years and enjoy all things outdoors - especially hiking, boating and SUP'ing.

Find Bill on LinkedIn: https://www.linkedin.com/in/williamwglenn/
Bill's business book recommendations:
Dare to Lead: Brave Work. Tough Conversations. Whole Hearts. - Brené Brown https://amzn.to/3n7KwuV
Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets – Al Ramadan https://amzn.to/3OU2yg9
Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant – W. Chan Kim https://amzn.to/3I2LRfX

Bill's favorite business leaders:
Brené Brown – https://www.linkedin.com/in/brenebrown/
Victoria (Vikki) Taylor – https://www.linkedin.com/in/victoriatayluk/
Mandy McEwen - Mod Girl Marketing – https://www.linkedin.com/in/mandymcewen/
Mandy's business Luminetics – https://www.luminetics.io/home
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About ExtraHop:
ExtraHop is on a mission to stop advanced threats with security that can’t be undermined, outsmarted, or compromised. Their dynamic cyber defense platform, Reveal(x) 360, uses cloud-scale AI to help enterprises detect and respond to advanced threats – before they compromise your business. With complete visibility from ExtraHop, enterprises can detect intrusions, hunt threats, and investigate incidents with confidence. When you don’t have to choose between protecting your business and moving it forward, that’s security uncompromised.

Website: https://www.extrahop.com/
Industry: Computer and network security
Company size: 1000
Headquarters: Seattle, Washington
Founded: 2007
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About the host Sammy:

Sammy helps you to:
1. Build your community of big whale clients
2. Win employees
3. Drive B2B sales

Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/
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Past guests on the GROW B2B FASTER Show include:  Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more. 

How can you build active communities as a B2B company?

Bill Staikos, Senior VP at Medallia, talks to Sammy about his experience in community building, what leverages Medallia's community, and how his personal brand on LinkedIn plays into it.

What's in it for you:
1. Why and how Medallia invests in their client led community & community events to drive growth
2. How B2B companies can start building active communities
3. Who to hire to be successful with community building
4. How Bill sets his focus for content topics for thought leadership
5. Bills framework to create content consistently on LinkedIn

About Bill:
Bill is Senior Vice President, Evangelist and Head of Community Engagement at Medallia. He provides expertise in CX Strategy and CX & Contact Center Tech Stack. His areas of experience also include research & insights, data & analytics, transformation, journey analytics & orchestration, metaverse, artificial intelligence and machine learning – to make better decisions around customers, employees and building a customer-centric culture. Bill loves playing Legos with his kids. On most days, he meditates at his desk for 10 minutes before starting work.

Find Bill on LinkedIn: https://www.linkedin.com/in/becustomerled/

Bill's business book recommendations:
On the Road: the Original Scroll – Jack Kerouac https://amzn.to/3yDHoft
Experience Economy, With a New Preface by the Authors: Competing for Customer Time, Attention, and Money – B. Joseph Pine, James H. Gilmore https://amzn.to/3O5pHLM
The Wallet Allocation Rule: Winning the Battle for Share - Timothy L. Keiningham https://amzn.to/3RvY69f
The Grid: The Master Model Behind Business Success - Matt Watkinson https://amzn.to/3cfDbHt
The Snowball: Warren Buffett and the Business of Life - Alice Schroeder https://amzn.to/3AOMLLv

Bill's favorite business leaders:
Jack Welch – https://www.linkedin.com/in/johnfwelch/
Fred Reichheld – https://www.linkedin.com/in/fredreichheld/
Joe Pine – https://www.linkedin.com/in/joepine/
Justin Welsh – https://www.linkedin.com/in/justinwelsh/
Dennis Geelen – https://www.linkedin.com/in/dennis-geelen-5a95703/

Our GROW B2B FASTER episode with Justin Welsh: https://podcast.sawoo.io/1166228/10418104-ep-52-justin-welsh-is-cracking-the-linkedin-code-2m-revenue-in-2-years-posts-with-1-000s-of-likes-comments-and-0-spent-on-marketing
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About Medallia:
Medallia offers a SaaS platform focused on customer experience management. The award-winning Medallia Experience Cloud leads the market in understanding and managing customer, employee and citizen experiences. Using Medallia Experience Cloud, customers can reduce churn, convert disengaged customers into promoters and buyers, create cross-sell and up-sell opportunities on the fly, and make revenue-generating business decisions that provide a clear and strong return on investment.

Website: https://www.medallia.com/
Industry: Software development
Company size: 2000
Headquarters: San Francisco, California, United States
Founded: 2001
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About the host Sammy:
Sammy and SAWOO enable you to drive recruiting & employer branding via your hiring managers on LinkedIn.

We help you:
- Speed up hiring
- Reduce hiring costs
- Create an authentic Employer Brand
- Create a Talent Pool that you can tap into any time

Get in touch with Sammy: https://www.linkedin.com/in/sammygebele/
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Past show guests:  Justin Welsh, Ian Koniak, and many more.

Creating connections + Giving value = Community-led growth

Today, our host Sammy shares how he grows community by creating connections & giving value back to his network.

You'll learn:

1. How to leverage a podcast show to drive growth and create content
2. How Sammy builds communities
3. What KPIs to use to track community growth success
4. Why meetups work for building strong connections


This episode was originally published on the “Peers Over Beers” podcast, hosted by Chris Detzel.


About Chris:
Chris is a versatile Digital Community Strategist with several years of experience. He is responsible for leading the development and execution of community engagement programs, creating compelling content for customer communities at his company Reltio, and acts as the voice of the customer. He believes that data should drive decisions, as it is the key element of any long-term successful strategy.

Find Chris on LinkedIn: https://www.linkedin.com/in/chrisdetzel/
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About the Peers Over Beers Podcast:
A fun and straight shooting podcast for enterprise community leaders / managers and digital savvy professionals. With easy and natural inquisitive banter, Chris tackles hard issues community leaders and managers face in their day-to-day: They discuss everything community, from starting new communities, digitally transforming enterprise culture, moderation, over globalization techniques.

Website: https://www.peersoverbeers.com/

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About Sammy:
Sammy helps you to:
1. Build your community of big whale clients
2. Win employees
3. Drive B2B sales

Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/

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Past guests on the GROW B2B FASTER Show include:  Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more. 

Value without trust won't win you leads. But how do you add one to the other?

On today's GROW B2B FASTER episode, Shannon Katschilo, VP of strategic sales at Zoomin Software, chats with Sammy about ways to make winning leads more fun for everyone involved.

What’s in it for you:
1. How putting the fun back in sales helps you build trust and up your sales game
2. Why impersonal ‘spray and pray’ tactics are not the way to go
3. Shannan’s magic bullet for winning leads on an executive level
4. How to identify the “closers” in B2B sales
5. How to win key people for your B2B sales team in strong competition


About Shannon:
Shannon is Vice President of Strategic Sales at Zoomin Software. She represents a group of individuals within the sales organization, that are working with the largest organizations globally to solve high level pains within the organization.To keep body and mind fit and sharp she meditates every morning with a calm app.

Find Shannon on LinkedIn: https://www.linkedin.com/in/skatschilo/
Shannon's company Zoomin Software: https://www.zoominsoftware.com/
Shannon’s business book recommendation:
Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets – Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney https://amzn.to/3MzAHRx
Shannon's favorite business leader: Adam Grant - https://www.linkedin.com/in/adammgrant/
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About Zoomin Software
Zoomin Software helps companies manage their technical content such as user guides, manuals, and community discussions. The company's intelligent platform ingests all your content, from manuals to API docs to support articles, and delivers it as a unified and consistent source of Product Answers. Zoomin Software has their headquarters in New York.

Website: https://www.zoominsoftware.com/
Industry: Business Information Systems, Content, Knowledge Management, Publishing, Software
Headquarters: New York, United States
Founded: 2015
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About the host Sammy:
Sammy helps you to:
1. Build your community of big whale clients
2. Win employees
3. Drive B2B sales

Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/

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Past guests on the GROW B2B FASTER Show include:  Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more. 

How does inriver set up their sales machine and drive a steady 30% growth each year?

Steve shares his vast knowledge on the most efficient and valuable B2B sales secrets with Sammy in today's episode.

What's in it for you:
 
1. How to set up B2B enterprise sales processes with your sales teams to keep clients engaged

2. How sales works with partner teams and marketing for effective channel management

3. How inriver uses sales enablement content to drive customer growth

4. Steve’s take on different sales methodologies in B2B for for enterprise complex sales 

About Steve:
Steve is SVP Global Sales & Account Management at inriver. He is responsible for direct sales, sales development, Revenue Operations, Sales Engineering, and Account Management and retention across North America and EMEA. In over 20 years of professional experience, he is a highly skilled executive and strategic planner in helping companies develop and execute their client strategies. Steve builds and leads teams in sales, marketing, customer management and business development. To clear his head, he is passionate about fly fishing.

Find Steve on LinkedIn: https://www.linkedin.com/in/stevencbaumgartner/
Steve's company inriver: https://www.inriver.com/
Steve‘s business book recommendations:
Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results. – Todd Caponi https://amzn.to/3shTFE4
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About inriver:
Inriver empowers organizations to deliver revenue-driving product information at every touchpoint. Inriver’s Digital-first PIM™ enables organizations to bring compelling product stories to life for highly customized purchases, obtain actionable guidance on what influences buying decisions, and then quickly adapt to put insights into action. Inriver helps B2B and B2C organizations turn product information into strategic assets to drive revenue for over 1,600 brands and 700 customers globally.

Website: https://www.inriver.com/
Industry: E-Commerce, Information Services, SaaS, Software
Company size: 300
Headquarters: Malmö, Sweden
Founded: 2007
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About the host Sammy:
Sammy helps you to
1. Build your community of big whale clients
2. Win employees
3. Drive B2B sales

Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/

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 Past guests on the GROW B2B FASTER Show include:  Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan, Greg Alexander, and many more. 

How does Monika create & leverage her key content to drive growth at Bizzdesign?

In today's episode, Monika shares her secret sauce to driving sales, building community, and generating the most valuable leads for her company Bizzdesign with Sammy.

What's in it for you:
1. How Monika creates her key content piece for the whole year
2. Monika’s best kept secret to driving valuable leads
3. How Bizzdesign’s community program helps them drive sales
4. How Bizzdesign leverages LinkedIn to get laser focus on their target audience
5. Why connecting the work of your marketing & sales teams will ensure meeting pipeline goals

About Monika:
Monika is CMO at Bizzdesign. Her main role is to make sure that the company is becoming successful and that it can meet its revenue targets. This includes defining new audiences and helping their sales force acquire their collaboration companies. Monika's favorite things to keep body and mind fit and sharp are yoga and running.

Find Monika on LinkedIn: https://www.linkedin.com/in/monikadenos/
Monika‘s business book recommendations:
Dare to Lead: Brave Work. Tough Conversations. Whole Hearts. – Brené Brown https://amzn.to/3Mtn4To
Radical Focus: Achieving Your Most Important Goals with Objectives and Key Results (Empowered Teams) - Christina R. Wodtke https://amzn.to/3vlWW7t
Monika‘s favorite business leaders:
Chris Walker – https://www.linkedin.com/in/chriswalker171/
Seth Godin – https://www.linkedin.com/in/sethgodin/
Episode with Chris Detzel –https://bit.ly/3ws0lRj
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About Bizzdesign:
Bizzdesign is the trusted global SaaS Enterprise Architecture platform and recognized as a leader by major analyst firms. They help the world’s leading public and private organizations guarantee the success of investment prioritization, transformation initiatives, and risk management. Bizzdesign helps architects and executives to see a full multi-dimensional picture, find and design the right path and execute with confidence to their targeted future. Success should not be a matter of hope. It should be by design.

Website: http://www.bizzdesign.com/

Industry: Architecture, B2B, Collaboration, Compliance, Enterprise Software, Innovation Management, IT Management, Risk Management
Company size: 250
Headquarters: Enschede, Overijssel, The Netherlands
Founded: 2000
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About the host Sammy:
Sammy is a former management consultant and now helps SAAS companies to:
1. Establish thought leadership
2. Build sustainable relationships with decision makers within the target group
3. Attract leads and increase sales

Get in touch with Sammy: sammy.gebele@sawoo.io
LinkedIn: https://www.linkedin.com/in/sammygebele/
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Past guests on the GROW B2B FASTER Show include:  Justin Welsh, Ian Koniak, Jamal Reimer, Mike Troiano, John Kaplan,  and many more.