In this discussion, John Common, CEO of Intelligent Demand, shares his insights on B2B growth strategy. He emphasizes the shift from siloed tactics to strategic integration for overall business efficiency. John also highlights the necessity of clear role definitions and effective collaboration between sales and marketing. He stresses the importance of regularly refining the Ideal Customer Profile and developing primary go-to-market motions to achieve scalable growth. Practical steps for CEOs to enhance business performance through alignment are also explored.