Despite having more technology, data, and tools than ever, many B2B organizations are still struggling to grow. Why? In this episode, Daisy Holloway, VP of Market Innovation at Just Global, sits down with Craig Dempster, CEO of Trilliad — the world’s first Growth Services Provider — to unpack that paradox.Drawing on findings from Trilliad’s 2025 Sustainable Growth Study, they explore why true growth requires more than tech, and how alignment, creativity, and data integration are the real unlocks.What's covered:Why most revenue teams think they’re aligned, but aren’tHow AI is reshaping marketing, sales, and customer successThe surprising optimism coming from customer success teamsWhy brand building is back in a big wayWhat personalization at scale actually looks like in B2BIt’s a must-listen for anyone navigating complexity in modern B2B. Whether you’re leading strategy, owning pipeline, or just trying to make sense of the noise.1:40 – Meet Craig Dempster, CEO of Trilliad2:45 – Craig’s amazing first live music experience3:20 – Who are Trilliad and the importance of a Growth Services Provider5:30 – Just Global’s role at Trilliad7:40 – The 2025 Sustainable Growth Study – an intro9:37 – Alignment unlocks growth11:30 – People, process, and data are all important13:45 – Overcoming the biggest alignment barriers16:16 – The evolution of data in Sales and Marketing19:33 – How AI can drive growth20:40 – Study reveals Customer Success teams as optimistic – why is this?22:10 – How creativity is shifting in B2B marketing23:32 – Brand building is definitely making a comeback25:37 – How Marketing can use insights from Sales and Customer Success27:03 – What personalization at scale in B2B actually looks like29:05 – Data integration is so essential31:00 – One thing Craig Dempster wants to celebrate from 2025 Hosted on Acast. See acast.com/privacy for more information.

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