How to Close the Divide Between Sales and Marketing for Explosive B2B Growth

Growth is an important aspect, no matter the industry. As a B2B company, companies need to invest time to grow. For too long, companies have tried to be generalists and appease as many markets as possible. But, often, companies can benefit from going niche and focusing on the things where they excel.


On this episode of Scaling Up, Host Tim Maitland, Chief Revenue Officer Marketscale, talked with David Richardson, Partner at R Squared Group, about how B2B companies can position their brand for growth.

“It’s taking off like a rocketship. It’s kind of exciting, we’re going to the moon, but everything on the inside is rattling.” -David Richardson

Richardson’s background is helping brands reposition themselves in the B2B Space, where he started in the tradeshow industry. Here he learned how to drive sales and leads while communicating directly with the folks buying from him. After working for a few businesses and startups, he headed into the agency world in Dallas.

He launched R Squared Group, a growth consulting firm that focuses on B2B companies. “It’s taking off like a rocketship,” Richardson said. “It’s kind of exciting, we’re going to the moon, but everything on the inside is rattling.”

While Richardson has worked in agencies, he has a disdain for ones that call themselves full-service. “Full-service equals full of shit,” Richardson said. He elaborated that this means an agency is a generalist and doesn’t specialize in any one area. The companies that do this end up not being experts in most areas, which doesn’t allow them to expand upon what sets them apart.

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