In this episode of Frenemies - where growth meets reality, I’m joined by Adam Holgren to unpack what actually drives growth in modern B2B and where many companies still get it wrong.
We talk about the shift from product-led differentiation to brand and narrative, why “demand generation” might be misunderstood, and how attribution fits into a reality where buyer journeys are anything but linear.
From crowded markets to long sales cycles, this conversation explores the gap between how growth is planned and how it actually plays out in practice.
Topics we cover:
Why the best product doesn’t win in crowded markets
The role of brand, narrative, and voice in modern B2B
Why “demand generation” might be the wrong way to think about demand
The difference between demand capture and staying top of mind
Attribution in B2B: what it can (and can’t) tell you
Why most companies still rely on flawed measurement models
Long buyer journeys and what they mean for marketing strategy
How to balance short-term results with long-term growth
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