Use your first 30 days as a growth leader to assess where B2B buyers lose trust and reshape marketing channels around how they research and buy.

Now more than ever, when growth leaders enter a company, they face unrealistic expectations around the numbers they’re supposed to reach, whether that’s pipeline or revenue. It creates huge pressure to perform out of the gate. Because of that, many naturally want to execute as fast as possible.

That execution, in the era of AI, has become easier and easier. But it doesn’t guarantee success. In fact, in many cases, it runs counter to it.

Part of the reason success lags, despite more execution, is that buyer behavior has changed dramatically, particularly in B2B. It’s important to take a step back and understand the repercussions for sales and marketing channels a company has typically used to build its success.

There’s a new reality in which each channel could shift in its role in driving buyer engagement. What I’m advocating for here is to understand changes in your particular marketplace, and in some cases, look at specific channel needs in terms of retooling it with people, processes, tech, and deliverables that match the new realities of the way buyers now buy.

In a Gartner study, 73% of CMOs call growth expectations high to overly ambitious. 8% of revenue since 2022. At that leadership level, there’s a realization that getting to expected results, given the resources, is going to be difficult.

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