The Growth Agenda - Sales & Marketing Podcast

Winning new customers isn't the only path to growth.
In this episode, Simon Bøge and Mikkel Bach-Andersen explore why many B2B companies overlook one of their biggest commercial opportunities: the customers they already have.
Based on their latest whitepaper, The Existing Customer Goldmine, they discuss six practical levers for unlocking more value from your existing customer base.
They cover:
• Why customer profitability is often more concentrated than companies realise
• How weak pricing discipline creates hidden revenue leakage
• Why simple customer segmentation often beats complex models
• Allocating commercial resources where they create the most value
• How AI can help improve customer management at scale
• Building the commercial discipline needed to sustain profitable growth
If you're looking to improve growth, margins, and customer profitability without relying solely on winning new business, this episode offers a practical framework for getting started.
📄 Download The Existing Customer Goldmine or reach out to Simon Bøge or Mikkel Bach-Andersen to continue the conversation.

In this article we explore what makes the commercial diagnosis genuinely difficult in the first 100 days as a CCO. Most experienced commercial leaders can get to the mechanical picture fairly quickly. The patterns are familiar and the frameworks exist. What is harder, and what most leaders underinvest in, is everything that lives behind the mechanics. This is what Liza Dava, Partner within Commercial Transformation explores in this article drawing on conversations with newly appointed commercial leaders and advisory experience across industries.
You can find a full article - https://www.linkedin.com/pulse/first-100-days-cco-diagnosis-beyond-commercial-mechanics-liza-dava-nqoxe/

Most companies don't struggle with ambition when it comes to growth. They struggle with consistency.
In this episode, Brian Andersen and Mikkel Bach-Andersen discuss why growth often falls short — not because of strategy, but because of the system behind it.
Based on The Growth System, they break it down into three core layers:
• Strategic focus – where to compete (and where not to) • Commercial architecture – how you actually win in the market • Execution capability – how you turn it into consistent results
They also get into what typically goes wrong in practice:
• "Fake focus" where priorities don't change resource allocation • Commercial models that evolve randomly instead of being designed • Execution that looks busy but doesn't compound
If growth feels uneven or overly dependent on individuals, this is a more structured way to think about it.
📄 The full whitepaper is available on Mikkel Bach-Andersen's LinkedIn.

Most commercial transformations fail, not because the strategy is wrong, but because execution breaks down.
In this episode, we explore why changing sales, marketing, and go-to-market ways of working is so difficult in practice, and what leaders can do to improve the odds of success. The conversation dives into the real tensions commercial leaders face: running the business while transforming it, balancing quick wins with long-term change, and aligning leadership, middle management, and frontline teams.
The episode builds on insights from Kink the Curve, Kvadrant's book on commercial transformation, written by Martin Nyvang Mariussen and Oliver Lund Storgaard, and offers practical perspectives on how to design and lead change that actually sticks.
📘 Download the book Kink the Curve here: https://www.kvadrant.dk/insights-books-podcasts-articles/commercial-kink-the-curve

Three years into the GenAI wave, many enterprises are still experimenting without seeing real outcomes. In this episode, Mikkel Bach-Andersen and Hannibal Herforth share what is actually working inside large, global B2B organizations.
In this podcast they explore how commercial teams can:
Move from hype-driven experiments to measurable value
Build a swarm of narrow assistants that free time for creativity and strategy
Shift from IT-led moonshots to business-owned AI adoption
Create the right governance, guardrails, and change management to scale AI across functions
This episode provides a grounded perspective on how to make AI assistants a real source of productivity, creativity, and commercial impact.