Theory & Practice, a special subseries within the Growth Driver podcast, is where John Common, CEO of Intelligent Demand, cuts through surface-level strategies and explores what truly drives B2B growth. Season 1 brought insights that challenged assumptions and transformed growth into more than just a metric—here are some of the standout moments!

From John Common’s advice to have the CMO, CRO, CEO, and CFO at the table for strategic planning to breaking down real growth goals, every episode challenged the status quo. With a call for courageous and wise decision-making, John reminds leaders that driving growth isn’t about waiting for a crisis but about proactively instigating change for long-term success.

As the industry shifts towards “efficient growth,” Theory & Practice continues to explore how many companies over-focus on short-term acquisition, ignoring the deeper fundamentals. John emphasized the power of alignment: connecting brand, demand, sales, and customer success by holding every team accountable for the unified message that speaks to customers with one voice.

Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.

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In this episode of Growth Driver, John welcomes AJ Gandhi, Chief Growth Officer at Marlin Equity Partners, for an in-depth exploration of the emerging role of the Chief Growth Officer (CGO) in modern B2B growth. They unpack what makes this role unique—its core responsibilities, how it compares to other C-level titles, and how CGOs drive aligned growth across diverse functions.

AJ shares insights from his experience as a CGO, shedding light on the evolving demands of go-to-market strategy. With businesses prioritizing both growth and efficiency, AJ breaks down his “DRIVER” framework, a powerful approach for scalable, cross-functional alignment:

D for Differentiation: Craft compelling, customer-centered messaging to stand out.

R for Raise Sales Talent: Prioritize skill development and continuous enablement.

I for Ideal Customer Profile Pipeline: Target ICP-based opportunities that drive true value.

V for Value Realization: Measure and communicate ROI at every customer stage.

E for Expansion of Existing Customers: Foster lifetime value through smart renewal and cross-sell tactics.

R for Revenue Team Excellence: Encourage cohesion and innovation across functions.

Tune in to understand the CGO’s role in building end-to-end growth strategies and transforming growth into a true team sport.

About the Guest

Entrepreneurial general manager with expertise in B2B sales strategy, productivity and operations and proven ability to sell enterprise deals. 20+ years of experience with over 50 B2B companies covering all major geographies (NA, EMEA, APJ), customer segments (Enterprise, Commercial, SMB) and routes to market (Field, Inside, Channel, OEM Sales).

Distinctively known for: GTM acumen, team building and development, collaborative problem solving, driving change and creating a high aspiration, yet fun, winning culture. Intrinsically motivated by the opportunity to contribute and make a difference.

Active non-profit leader and proudly recognized as "Father of the Year" by Board of Supervisors of San Mateo County, CA.

Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to learn more about how they can help your organization hit its growth goals.

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What if your account-based strategy needs to become your business's lifeline? More and more organizations are claiming ABX is the cornerstone of their go-to-market strategy, but they didn’t get there overnight. The journey from simply “ABX curious” to running a full-scale pilot highlights how companies can elevate both engagement and conversion rates by focusing their efforts on the accounts that matter most; and the critical elements that will prevent account-based success if not addressed early and head-on.

That’s why we’re exploring what happens when ABX goes beyond being just one of many strategies in a marketer's playbook and instead takes center stage as the primary motion to drive both demand and efficiency. This transition requires a transformative shift in the way companies target, personalize, and engage their audience. But more than just tactical adjustments, ABX done right impacts the entire organization—from aligning marketing and sales to building transparency and cross-functional coordination.

Join us as we dive into the strategic evolution from broad-market targeting to laser-focused account-based strategies with Kevin Sellers, CMO at Avalara and formerly with Intel, Ping Identity, and Avnet. Kevin shares the strategic decisions, executive alignment, and hard-earned lessons that came from piloting and scaling ABX. Join us as we unpack the mechanics of effective ABX strategy and the cultural shifts that make it work.

Kevin Sellers is responsible for Avalara’s worldwide marketing and branding to reinforce the company’s market leader position in tax compliance and to drive demand for its software solutions and services. He joined Avalara in 2024 and brings more than 25 years of broad-based marketing expertise in digital, data/analytics, complex channels and storytelling – driving growth and relevance for world-class brands and moving buyers to action. Prior to Avalara, Kevin has held CMO positions at Ping Identity and Avnet and spent more than 20 years at Intel in various global marketing and investor relations leadership roles. He holds a bachelor’s degree in finance and an MBA from Brigham Young University.

Growth Driver is powered by Intelligent Demand. Visit intelligentdemand.com to see how we help B2B companies grow revenue.

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