The Predictable B2B Success podcast is about creating predictable growth in a business. This is a podcast for founders, business owners, and marketing and sales executives.
In each podcast episode, we unpack an aspect of creating business growth predictably. We look at how we can expand our influence and strategies to boost sales through the creation of remarkable experiences, empathetic content, and conversations.
Each episode features an interview with a founder, sales or marketing executive, or thought leader in the B2B space. We might be bringing on well-known authors or hosts of popular podcasts but most importantly you’ll hear from those who have hands-on experience in creating predictable B2B success. Through each episode, we’ll be helping you explore the best ways to create predictable purpose-driven growth of a business and sustainable revenue growth.
If you have any suggestions for future episodes or feedback on the podcast, get in touch via Twitter at @vpkoshy or through the website at https://www.sproutworth.com
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Scaling Creative Businesses: Data-Backed Strategies for 20%+ Growth Without Losing Artistic Soul
Episode 473
Friday, February 21, 2025 • Duration 54:29
In this episode of "Predictable B2B Success," we dive into creative entrepreneurship with Lindsay Scherr Burgess, the founder and Moss Boss of Green Wallscapes. Discover how Lindsay turned an accidental venture into a thriving business that has graced spaces in over 35 states, Canada, and the Caribbean. With a unique fusion of preserved moss, art, and commercial-grade applications, Lindsay has carved a niche in the marketplace, creating lavish expressions of botanical joy. Despite her background in diverse industries such as organic produce and real estate, Lindsay's passion for innovation has driven her company to work with leading brands like Amazon and Starbucks.
Join host Vinay Koshy as they explore the challenges and triumphs of scaling operations while maintaining artistic integrity. From overcoming revenue unpredictability to navigating the pandemic's impact, Lindsay's journey offers invaluable insights into the intersection of creativity and business growth. Discover the secrets behind her sales prowess, her approach to team management, and her vision for the future of Green Wallscapes.
Whether you're a budding entrepreneur or a seasoned professional, this episode promises to spark your curiosity and inspire your success journey in the business world.
Some areas we explore in this episode include:
Creative Business Challenges: Scaling operations while maintaining artistic integrity and addressing revenue unpredictability.
Lindsay's Business Journey: The accidental start and organic growth of Green Wall Wallscapes.
Advantages of Preserved Moss Art: Using preserved moss in commercial spaces for aesthetics and low maintenance.
Sales and Business Strengths: Lindsay's strengths in sales and marketing and their impact on business success.
Importance of Customer Service: Being responsive and maintaining strong client relationships.
Balancing Art and Commerce: Collaborating with clients to maintain artistic integrity in custom projects.
Client Education and Market Growth: Strategies for educating clients and expanding the market.
Delegation and Team Building: Evolution of delegation and team dynamics, especially during COVID.
Navigating COVID-19 Challenges: Supply chain and workforce issues during the pandemic.
Networking and Partnerships: Building and leveraging professional networks for growth.
And much, much more...
How Cross-Functional Collaboration in Software Development Accelerates B2B Revenue Growth
Episode 472
Tuesday, February 18, 2025 • Duration 56:07
In this episode of the Predictable B2B Success podcast, host Vinay Koshy invites Alex Natskovich, the innovative head of MEV, a strategic partner in software development, to delve into the art of cultivating robust cross-functional collaboration in business organizations.
Did you know companies boasting strong collaborative efforts are five times more successful in achieving their goals? Yet, many businesses find themselves hindered by silos and communication breakdowns, leading to missed opportunities and stifled growth. Alex shares his journey from being an engineer intrigued by business complexities to developing MEV, a company that excels by focusing on the "why" behind client needs.
In this insightful conversation, Alex unpacks the three key dimensions he deems crucial for successful collaboration: people, process, and tools. Discover how MEV has become an essential ally for its clients by building trust through transparent communication, rigorous processes, and a deep understanding of client needs. Whether you're grappling with startup constraints or navigating the complex dynamics of large organizations, this episode offers valuable lessons on building a winning culture that transcends traditional business barriers, ensuring both parties thrive symbiotically. Tune in to explore how you can steer your organization toward sustainable success.
Some areas we explore in this episode include:
Cross-functional Collaboration Challenges: Discussion on the importance and challenges of maintaining effective cross-functional collaboration within large organizations.
Starting MEV: Alex Natskovich talks about the origins and the driving principles behind creating MEV as a software strategic partner.
Importance of Understanding Client Needs: The emphasis on understanding clients' deep needs to deliver successful software projects.
Framework for Successful Collaboration: Alex describes a framework that involves people, processes, and tools to foster effective collaboration.
Building and Managing Trust: The importance of building trust with clients to foster better collaboration and outcomes.
Iterative Development and Metrics: The use of iterative development processes and key metrics to measure success in delivering software projects.
4 steps to double your LinkedIn leads today (No brand policing or red tape required)
Episode 463
Wednesday, January 1, 2025 • Duration 44:25
Welcome to another enlightening episode of Predictable B2B Success! In this episode, we're thrilled to host Parthi Loganathan, the visionary CEO of Letterdrop, a SaaS platform revolutionizing B2B engagement through social selling and personal branding. With a rich background as a product manager at Google, Parthi shares his invaluable insights into fostering employee autonomy in smaller companies and how this empowerment can unlock unforeseen positive outcomes.
Have you ever wondered how innovative strategies can transform mundane tasks and avoid AI replacing human creativity? Parthi explores this, including why policing your employees too much can stifle your brand's voice and how encouraging personal engagement can amplify your marketing assets beyond just company walls. We dive deep into actionable tactics like leveraging LinkedIn for B2B outreach and overcoming common challenges like writer's block.
Vinay Koshy, your host, guides the conversation, highlighting the synergy between individual efforts and broader marketing strategies. Tune in to discover how to differentiate in a saturated market, the pivotal role of demand generation versus demand capture, and why enabling company culture is your secret weapon. Prepare to take notes, as Parthi's expertise promises to transform your approach to customer engagement and brand building. Let's get started!
Some areas we explore in this episode include:
Employee Autonomy and Creativity: Importance of giving employees autonomy to foster creativity.
Value of Lead Generation Activities: Helping employees understand the significance of generating leads and increasing reply rates.
Social Selling and LinkedIn Strategies: Leveraging LinkedIn effectively for B2B outreach and personal branding.
Content Creation and Overcoming Writer's Block: Generating content from everyday customer interactions and internal conversations.
Balancing Educational and Sales Content: Finding the right mix between educational and sales-centric content.
Creating an Enabling Company Culture: Encouraging a culture where employees can share ideas freely.
Strategy lessons from diverse backgrounds: Broadening the understanding of strategic thinking to fuel business growth
Episode 373
Tuesday, July 18, 2023 • Duration 43:35
A survey by Roger Martin of the Rotman School of Management found that 67% of managers believe their organization is bad at developing strategy. Martin's research also says 43% of managers cannot state their strategy.
Havard Business School's Professor David Collis is a bit more blunt. He says It's a dirty little secret. Most executives cannot articulate their business's objective, scope, and advantage in a simple statement. If they can't, neither can anyone else. What is the cause of this lack of performance regarding strategy, and how do we address it?
In today's episode of "Predictable B2B Success," we dive into this fascinating topic with our guest, George Barnett. As an expert in corporate strategy and a thought leader in the field, George shares invaluable insights on how companies can gain a competitive edge and achieve predictable revenue growth.
From understanding the role of culture in corporate strategy to harnessing the power of proprietary data, George's wisdom shines through as he takes us on a journey of strategic thinking and innovation. We explore the importance of diverse brainstorming groups, the potential for revenue growth through strategic partnerships, and the need for long-term thinking and strategic investments.
But it doesn't stop there. George also challenges the conventional thinking around strategy, shedding light on the broader understanding of strategy that can be learned from diverse backgrounds. Discover how tapping into the expertise of individuals from various fields can open new doors of opportunity and drive innovation.
So, if you're ready to unlock the secrets of driving predictable B2B growth through strategic thinking and corporate strategy, grab your headphones and tune in to this thought-provoking episode of "Predictable B2B Success" with our special guest, George Barnett.
Some areas we explore in this episode include:
The concept of corporate strategy and its importance in gaining a competitive advantage.
The role of the board, CEO, and executives in shaping corporate strategy and culture.
How to create luck, use product-led growth and customer needs to fuel business growth
Episode 372
Friday, July 14, 2023 • Duration 45:27
In this Predictable B2B Success episode, we have the pleasure of speaking with the innovative entrepreneur Carl Pihl. Carl, the founder of Ticketing Hub, is driven by a motto to create simple yet powerful tools for their customers. From implementing double email verification to launching the revolutionary "magic link" during the pandemic, Carl and his team are dedicated to solving customer problems one by one. But it doesn't stop there.
Carl reveals their challenges when servicing customers in certain countries and their constant pursuit of becoming the merchant of record. Join us as we delve into the world of Ticketing Hub, exploring Carl's insights on product-led growth, the importance of continuous improvement and customer communication, and how they have managed to secure large customers by being candid and flexible.
Get ready for a captivating conversation where we uncover the secrets behind Carl's approach to building successful B2B relationships and maximizing customer satisfaction. Don't miss this exciting episode full of valuable advice and industry insights that will leave you inspired and ready to take your own B2B success to new heights.
Carl Pihl is a serial entrepreneur and the founder of Ticketing Hub. At a young age, he started a project called Student Student Books, which aimed to provide a social platform similar to Facebook for international students in London. Although this venture did not succeed, it taught him valuable lessons about the international student market and the importance of building a social infrastructure for students.
Inspired by his previous project, Carl and his team developed a pitch to language schools, offering them a way to make money and enhance the experience of their international students. This pitch was well-received, and they quickly grew their business, selling 15 to 25,000 tickets per week. They even managed to secure a deal with Merlin Entertainment and other attractions.
However, they faced challenges with ticket distribution and printing inefficiencies. Wanting to digitalize the process and scale to other locations, Carl sought the help of a ticketing company but encountered complications and resistance from the schools. Frustrated with their system, he decided to create their own software to simplify ticket printing and distribution.
How to scale predictable B2B growth: Insights from B2B management Expert Oscar Torres
Episode 371
Tuesday, July 11, 2023 • Duration 42:41
Are you struggling to achieve predictability in your B2B business? Wondering how to navigate the complex world of B2B relationships and achieve long-term success? Look no further!
In this Predictable B2B Success episode, we dive deep into business-to-business strategy and provide practical insights for CEOs and owners looking to succeed in this unique landscape. Today, we have a special guest, Oscar Torres, founder and director of a highly acclaimed B2B management and business transformation program for CEOs.
Oscar is a true expert in his field, with an impressive track record of helping over 500 participants navigate the complexities of B2B relationships and achieve remarkable results. His program is consistently ranked among the top business schools in the world, and he is renowned for his deep understanding of organizational behavior and culture.
In this episode, Oscar shares his invaluable knowledge on achieving predictability in B2B business, emphasizing the importance of understanding and managing employee behavior. He highlights the significance of codifying company culture, measuring the right data, and focusing on specialized B2B marketing to scale and thrive.
Moreover, Oscar explores the critical role of curiosity and a helpful mindset in B2B sales and the power of organizational structure and culture in driving business outcomes. He offers actionable advice and expert insights that inspire and prepare you to advance your B2B strategy.
Tune in now as Oscar Torres brings his wealth of knowledge and experience to Predictable B2B Success. Let's dive in!
Some areas we explore in this episode include:
The importance of understanding and managing employee behavior for business predictability.
Codifying company culture for achieving predictability.
Viewing B2B relationships as a process and focusing on lifetime value and customer loyalty.
Measuring the right data and distinguishing between leading and lagging data is significant.
The critical role of B2B marketing in scaling and achieving predictability.
How to successfully manage your product development process to drive growth with insider secrets
Episode 370
Friday, July 7, 2023 • Duration 39:15
Are you curious about the secrets behind predictable B2B success? Then buckle up and prepare for an insightful Predictable B2B Success episode with your host Vinay Koshy. In today's episode, we have a special guest, Karthik Suresh, who has witnessed firsthand the cultural differences in customer engagement and feedback strategies across companies. Prepare to be amazed as Karthik sheds light on the importance of ingraining a user-driven product development process into the DNA of your organization.
From involving every team member in regular customer calls to creating multiple touchpoints for valuable feedback, Karthik reveals the key steps to fostering a customer-centric culture and ensuring B2B success. But that's not all – he also delves into the intricate world of go-to-market strategies and their significant role in seizing every revenue opportunity.
Hang onto every word as Karthik shares his experiences at influential companies like Facebook and Craft, where he witnessed both the successful alignment of teams during launches and the chaotic aftermath that comes from a lack thereof.
Tune in to discover how you, too, can transform your go-to-market process from a nightmare to a well-orchestrated symphony, and learn the secrets to creating a solid foundation for long-term success.
So, grab your notebook and a pen because this episode is jam-packed with invaluable insights that will leave you ready to take your B2B game to the next level. Get ready for Predictable B2B Success with Vinay Koshy and special guest Karthik Suresh – it's time to unlock the secrets of success!
Karthik Suresh, an experienced product manager, excels in bridging gaps between teams. At Facebook, he played a critical role in launching features on devices such as Oculus referrals. He recognized the need for a better solution to manage coordination and communication between teams, revolutionizing how companies execute their go-to-market plans.
Some areas we explore in this episode include:
Cultural differences in customer engagement and feedback
Importance of ingraining a user-driven product development process in company culture
From fraud to quality: How to use trusted market research environments to drive growth with Sharekh Shaikh
Episode 369
Tuesday, July 4, 2023 • Duration 47:19
Are you curious about the inner workings of market research and how it can contribute to predictable B2B success? In this episode of "Predictable B2B Success," we sit down with Sharekh Shaikh, a two-time founder in human capital and future workspace.
Sharekh has built a next-generation work collaboration platform, CleverX, and recognized the need to address the problems in market research. Join us as Sharekh shares insights into the industry's challenges, the role of AI in research, the importance of building trust in B2B sales, and much more. Prepare for a fascinating conversation that will change your perspective on market research and its impact on business success.
Sharekh Shaikh is the founder and CEO of CleverX, a company that is revolutionizing the market research space. With a background in technology and market research, Shaikh saw the flaws in traditional research methods during his time at Gartner, a leading technology research company.
Recognizing the difficulty in recruiting participants and the problem of undisclosed identities, Shaikh identified the need for a platform that would provide transparency and control to researchers. Thus, CleverX was born. CleverX allows researchers to access a professional network of individuals, connect with them through chat, and individually choose whom to invite for their online surveys. This eliminates the problem of fraudulent data, as the identity of every research participant is disclosed on the platform.
Major companies worldwide are now utilizing CleverX to conduct their research, giving researchers the confidence to present reliable outcomes to their management. Shaikh's dedication to solving the industry's problems has made CleverX an invaluable tool for market researchers.
Some areas we explore include:
The importance of market research in determining the suitability of a new product for a market.
The challenges and need for innovation in the market research industry.
Sharekh's background and experience in market research.
The launch of CleverX, a next-generation work collaboration platform.
Mastering referral partnerships with BX Networkings Matt Alderton: sharing and maintaining high-level connections for business success
Episode 368
Friday, June 30, 2023 • Duration 48:42
Have you ever thought about the value of your time? How much it can impact others, and how prioritizing it reflects how we prioritize people?
Matt Alderton is known for his expertise in building referral relationships and networking strategies. Matt shares his insights on the power of giving time to others, the importance of surrounding oneself with the right people, and the success he has achieved through his unique approach to business networking.
Referral relationships play a pivotal role in business growth, and Matt understands the significance of building these partnerships, especially for startups. He shares his blueprint for creating a 6-figure referral marketing plan and explains how implementing this system with a team can generate a 7-figure return from networking alone. Whether you're an early entrepreneur or an established business owner, Matt's framework provides invaluable guidance in training your sales team and taking your business to new heights.
But networking isn't just about numbers and transactions for Matt. It's about creating a community where individuals can connect personally, forging meaningful relationships beyond business. That is why BX Networking stands out from other traditional networking groups. Matt's vision is to provide a space where members can participate as little or as much as they want, attend different locations, and build referral partnerships outside the room.
Join Vinay Koshy as he dives deep into the mind of Matt Alderton, a leader who understands the true essence of time, the magic of building referral relationships, and the power of surrounding oneself with the right people.
Matt Alderton is a passionate entrepreneur and business coach who dedicated his career to helping people develop and achieve their fullest potential. With over 15 years of experience managing teams and running various businesses, Matt has learned the importance of surrounding oneself with the right people for success. After facing his challenges and realizing the impact of having a strong support system, Matt founded BX, a business support network that aims to help small businesses grow and thrive.
How to optimize for the search experience, not just results to drive growth
Episode 367
Tuesday, June 27, 2023 • Duration 01:00:27
In this Predictable B2B Success episode, Edward Sturm talks about his journey from creating viral videos to becoming an SEO expert and owning an AI startup. He shares tips on leveraging podcasts, short-form mobile videos, and personal branding to establish a strong connection with your audience and hedge against AI disruption. Edward and I also explore the evolution of SEO from search engine optimization to search experience optimization, the benefits of targeting bottom-of-funnel keywords in this new model, and using mobile video as a growth hack. We also talk about the advancements in AI technology and its impact on the world.
Edward Sturm is a blockchain and crypto entrepreneur with an impressive track record. He co-founded the first video game in the blockchain and crypto space, launched a year and a half before his latest venture, Reverb.
One night, while walking around a beautiful lookout in Kyiv, Edward and his co-founder came up with the concept for Reverb, a cloud-based voice recorder that allows users to share their recordings with a link that can be embedded in Twitter. They launched it on BetaList and Product Hunt and were surprised by its success. The education sector widely adopted it, and with the pandemic, it was a way for people to communicate over distances.
Edward implemented a thorough search engine optimization funnel, and at its peak, they were getting 32,000 users a month from SEO alone. They helped many people and are now adding an AI feature that, at the time of recording, competitors haven't as yet.
Some areas we explore in this episode include:
Edward's perspective on AI having more utility than blockchain and is amazed by advancements in AI technology, including chatbots and voice apps.
They think most cryptocurrencies are scams and trust only Bitcoin.
Edward's perspective on the world has become strange and sci-fi-like due to rapid advancements in advanced technologies like AI.
Why anyone can start a TikTok account and build a personal brand that can result in business success.
A success story about a friend who started a TikTok account using Chat GPT to write scripts and an app called Caption AI for teleprompting is shared.
Examples of Successful Client Projects: Anecdotes about client projects that had a surprising or significant impact.
Quality Assurance in Fast-paced Environments: How MEV approaches quality assurance from the onset of a project.
Growth Strategies in Competitive Markets: Insights on driving growth in a competitive Red Ocean market through experimentation and delivering client value.
Under-acknowledged Aspects of Strategic Partnerships: Alex discusses aspects of client engagements that don't get much attention, such as cultural alignment and defining success criteria.
And much, much more...
Listening to Customer Conversations: Gaining valuable insights from customer interactions and using tools to aid this.
Brand Strategy and Differentiation: Differentiating your brand in a competitive market.
Demand Generation vs. Demand Capture: The roles and importance of demand generation and demand capture within a marketing strategy.
In-House vs. Outsourcing Expertise: The value of developing in-house expertise while recognizing the benefits of outsourcing-specific tactics.
And much, much more...
The significance of functional strategy in aligning the different functions of a company with the overall corporate strategy.
The subjective nature of assessing and measuring culture within a company.
The use of proprietary data and its potential for improving business operations and predictability.
The value of combining external information with proprietary data through tools and intermediaries to gain insights and run analytics.
The role of AI in finding patterns and enhancing predictive capabilities within a business.
Why invest in data science and software for improved predictability?
The importance of diverse brainstorming groups and including stakeholders for generating innovative ideas.
The three standard ways for B2B companies to achieve predictable revenue growth.
And much, much more.
Carl's business expanded further when they acquired a franchise of a company called Mini Cards, which gave them access to 200 hotels. They successfully sold tickets in smaller hotels but faced a setback when they discovered their tickets were being duplicated and used without authorization. This realization sparked Carl's interest in the lack of connection between suppliers and distributors in the travel industry, leading him to create Ticketing Hub, a solution to address this issue.
With his determination, problem-solving mindset, and entrepreneurial spirit, Carl Pihl has persevered through challenges and used his experiences to build successful ventures in the travel and student market industries.
Some areas we explore in this episode include:
Creating simple yet powerful tools for customers
Implementing double email verification and receiving an innovation award
Validating email addresses for ticket bookings
Solving customer problems one by one
Launching the "magic link" feature during the pandemic
Helping customers focus on their business, not tech-related tasks
The importance of understanding customer needs and industry requirements
Making small changes and seeking customer feedback for success
Overcoming challenges of servicing customers in certain countries
The effectiveness of Product Led Growth (PLG) in generating low-cost leads for SaaS businesses
And much, much more.
The value of offering solutions rather than just products to B2B clients.
The importance of hiring individuals who enjoy the discovery phase of understanding client problems.
Building a team with analytical individuals who can connect the dots and analyze solutions based on evidence of value.
The importance of traceability in selling raw materials to the pharmaceutical industry.
The impact of organizational structure and culture on B2B success.
And much, much more.
Fostering a culture of involving PMs and engineers in user research
Creating multiple touchpoints for customer feedback
Assigning dedicated personnel to prioritize and triage customer feedback
The gap between product teams and sales teams
Challenges of a complicated go-to-market process
Importance of investing in a solid go-to-market strategy and process
Involving marketing teams and product marketing teams in the road map planning phase
Benefits of using specialized tools like Ignition for launch planning and execution
And much, much more.
The need for more use of new technologies, such as AI, in improving research methods.
The impact of misaligned incentives on the research industry and the importance of maintaining high-quality research.
How CleverX aims to solve the problem of fraudulent data in market research.
The differences and recommendations for qualitative and quantitative research methods.
The importance of doing research on prospective customers in B2B sales.
The role of AI in market research and its ability to summarize data complementing traditional research methods.
And much, much more.
What started as an education-focused platform quickly evolved into a community of like-minded individuals across Australia, the US, Canada, and Europe. Matt believes business success comes from building strong relationships and doing business with people rather than just businesses. Through BX, he provides resources, networking opportunities, and referrals to help entrepreneurs achieve their business goals. Matt's dedication and commitment to helping others have made him a respected figure in the business world, and his work with BX has garnered incredible success over the past eight years.
Some areas we explore in this episode include:
The importance of prioritizing time as a reflection of how we prioritize people
The benefits of giving time to others and the concept of reciprocity
The impact of size on referral relationships and the role they play in business growth
The benefits of being part of a network of business owners and the framework it provides
The potential return on investment from networking and referral marketing
The importance of surrounding oneself with the right people and the regrets of not doing so in the past
The creation of BX Networking and its focus on relationship-based referrals and community building
The success and structure of BX Networking events, including open networking, introductions, member presentations, and one-on-one catch-ups
The value and effectiveness of referral relationships and the need for a structured plan
The unique approach of BX Networking and its value proposition for members
The focus on referral marketing and building partnerships with complementary businesses for high ROI marketing
The importance of discipline in business and prioritizing essential tasks
The power of referrals in a B2B context and the statistics supporting their effectiveness
Consistency and not giving up are essential to creating content on platforms like TikTok while building a personal brand.
Targeting bottom-funnel keywords as they are more effective than high-level keywords due to conversational AI, which will disrupt the ranking model in SEO.
Technical SEO is important for allowing AI to crawl and recommend content.
Mobile video is a growth hack that requires a small investment of time and money for great results.
Generating content is easier now as algorithms suggest content based on its transcript, keywords, and previous viewer behavior.
