Rattle & Pedal: B2B Marketing Podcast
Jason Mlicki & Jeff McKay
Jason Mlicki, agency leader, and Jeff McKay, former global CMO, discuss growth, marketing, and life in professional services in this weekly podcast. The duo offers divergent thoughts on solving the issues practice leaders and marketers confront—or probably should—including stupid sh*t Marketing should NOT do, how Marketing ruins everything, the BS of professional services, and unleashing your Young Turks. Executive guests and industry experts join frequently to share their insights and experiences. It’s all served up with humor and a refreshing dose of reality from two guys who know how to grow firms.
Episodes
Mentioned books
14 snips
Aug 8, 2025 • 44min
Rebranding Consulting as Reinvention Services: Accenture’s Strategic Pivot in the AI Era
Accenture's recent rebranding to 'Reinvention Services' sparks a fascinating discussion on consulting's evolution amid AI advancements. The hosts humorously navigate personal reinvention, contrasting shallow and deep changes. They evaluate the effectiveness of new strategies within firms, emphasizing alignment and real impact. The complexities of continuous innovation are highlighted, as well as the traits of successful 'reinventors' versus 'Transformers' and 'Optimizers.' This prompts a deep dive into authentic transformation in today's competitive landscape.
Jul 18, 2025 • 35min
REPLAY: How to Get Cross-selling Right with Charlie Green
Cross-selling remains the most misunderstood approach to revenue generation. In this replay, Charlie Green shares why it’s crucial for professional services firms to get cross-selling right and offers timeless insights on how to achieve this.
The post REPLAY: How to Get Cross-selling Right with Charlie Green appeared first on Rattle and Pedal.
16 snips
Jul 10, 2025 • 43min
REPLAY-Why Professional Services Firms Can’t Innovate with Rita McGrath and Ron Boire
In this insightful conversation, Rita McGrath, a Columbia Business School professor and innovation authority, joins seasoned executive Ron Boire to discuss the barriers to innovation in professional services firms. They highlight the pitfalls of assumption-driven initiatives and stress the importance of agile testing and small teams. The duo shares real-world examples, emphasizing the need for structured innovation processes and alignment with corporate strategy. They also introduce unique tools like Spark Club and Seeda to drive change and manage strategic initiatives effectively.
8 snips
Jul 7, 2025 • 28min
REPLAY: Avoiding the Sales Kill Box with Gartner’s Maria Boulden
In this insightful discussion, Maria Boulden, Gartner's CSO Whisperer and former DuPont leader, delves into the evolving B2B sales landscape. She highlights how the pandemic has shifted buyer behaviors, noting that buyers now spend less time with suppliers. Maria emphasizes the importance of adapting sales strategies to align with contemporary preferences, such as the growing demand for rep-free experiences. She also explores the challenges sales teams face in guiding buyers through the complex decision-making process and stresses the need for relationship-building and clarity in communication.
Jun 27, 2025 • 40min
Growth That Scales: Aligning Thinkers, Sellers, and Doers to Create Market Momentum
Discover how aligning marketing, sales, and delivery through the IC Triad enables professional services firms to commercialize their expertise and drive market momentum.
The post Growth That Scales: Aligning Thinkers, Sellers, and Doers to Create Market Momentum appeared first on Rattle and Pedal.
10 snips
Jun 13, 2025 • 38min
The Framework for Firms That Want to Win: The Prudent Pedal Growth Framework
Discover the Prudent Pedal Growth Framework designed for professional services firms. The hosts discuss cultural challenges and the thinker-seller dynamic as key growth inhibitors. They introduce a triangular growth model that aligns market, capabilities, and brand to boost revenue. Explore the concept of 'best selves' and the importance of strategic alignment, especially with the rise of AI. Finally, the importance of the IC triad—marketing, delivery, and sales—is highlighted as crucial for enhancing brand preference and overcoming challenges.
May 30, 2025 • 37min
The Real Reasons Growth Stalls in Professional Services
Jeff and Jason kick off a multi-part series on the CEO’s Guide to Differentiation, Growth, and Scale by unpacking the three major hurdles to sustainable growth in professional services firms.
The post The Real Reasons Growth Stalls in Professional Services appeared first on Rattle and Pedal.
May 16, 2025 • 38min
The Death of Industry-First Segmentation?
Explore how AI is revolutionizing industry-first segmentation in professional services. The shift from traditional industry expertise to a focus on capabilities like operational efficiency is changing client preferences. Dive into the evolving dynamics of client relationships in telecom and the need for tailored solutions. Hear about the balance between specialized knowledge and innovative problem-solving strategies, and how emerging technologies are reshaping decision-making in B2B marketing.
May 2, 2025 • 38min
Measuring Your Marketing (or Brand) Investments
Learn how to assess marketing effectiveness beyond metrics. We discuss the importance of brand preference for sustainable growth and aligning your marketing strategy with your firm’s strategic objectives.
The post Measuring Your Marketing (or Brand) Investments appeared first on Rattle and Pedal.
Apr 18, 2025 • 39min
Is PS Marketing Ahead of the Game or Behind?
Is professional services marketing behind the curve? Jeff and Jason dig into the industry’s creative, strategic, and resource challenges—and the timeless advantages it still holds.
The post Is PS Marketing Ahead of the Game or Behind? appeared first on Rattle and Pedal.
