CSM @ Skale.so | B2B Business Dev Strategist & Founder at frontBrick

🌟 Business Developer | Revenue Growth | GTM+ AI | Former Goalkeeper 🧤

Stan Stojanovic

Great practical sessions on growth and marketing at unlockit conference here at Microsoft office in Belgrade ⚡️

Thanks a lot for sharing all the insights Ravish Agrawal, Enrique Hoyos and Vukasin Vukosavljevic 

Luka Dolic Stefan Savanovic

Founder @ frontBrick.io | Building Your Pipeline. Brick By Brick. | Architect of sophisticated pipeline generation strategies for ambitious B2B teams 🟢 | Founder @ unbooth.io

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We added one thing to our ABM campaign last month for one of our clients.
A human voice.
Here's what happened ↓

We were already running:
→ LinkedIn Ads to our ICP
→ Multi-channel sequences (email + LinkedIn)
People were engaging. Accepting invites. Replying here and there.
But a lot of them just went quiet after the first touch.
So we had an SDR start calling - but only the people who already engaged.
Not cold outreach. Warm follow-up.

They'd seen our ads. Accepted our invite. Maybe even replied once.
The call didn't feel random. It felt like a next step.
The piece that made it possible: BetterContact

We needed verified phone numbers at scale - and the accuracy was genuinely remarkable. No bad numbers, no wasted dials. Just real conversations with the right people.

February results:
→ 1,252 prospects in the funnel
→ 87 replies across channels
→ 51 interested leads and 65% - 70% converted to booked meetings

Calling a warm audience is a completely different game.
When someone already knows who you are, picking up the phone closes the gap faster than any sequence ever will.

If you're running ads and outreach but not following up by phone - you're leaving meetings on the table.

CEO and Founder @ Andy Stockwell Consultancy LTD | Growth Expert | NED | Board Advisor

I’m an award-winning consultant helping businesses deliver customer-centric growth through strategy, systems and simplicity. For over 20 years, I’ve worked with brands of all sizes, from ambitious startups to household names, helping them grow smarter through effective sales and marketing strategies, customer-led innovation, and intelligent use of data and AI.

What I Do

✅ Design and implement high-performing sales and marketing strategies
✅ Coach and mentor leadership and commercial teams
✅ Deliver CRM consultancy to unlock value from technology
✅ Embed AI and automation to scale efficiency
✅ Drive customer centricity across every stage of the journey

Experience and Achievements

Across Retail, Financial Services, and Travel and Leisure, I’ve built long-term, profitable partnerships with brands including:

Retail: Sainsbury’s, JD Sports Group, We Buy Any Car, Hotel Chocolat, Superdry, Radley, Interflora, Halfords

Financial Services: RBS, LV=, esure, L&amp;G, Sainsbury’s Bank, Homeserve
Travel and Leisure: TUI, Monarch, AVIS, Travelodge, Butlins, Warner, Loveholidays, On the Beach, Eurocamp


🏆 Career Highlights:

Founded Andy Stockwell Consultancy Ltd, helping clients achieve sustained growth

Grew a leading AI-driven marketing technology business from £1m to over £12m in annual revenue

Built and scaled multifunctional commercial teams across Marketing, Sales, CRM, Data Science and Customer Success

Delivered award-winning campaigns recognised by Marketing Week, DMA, SME Magazine and more


🎓Qualifications:

IDM Professional Diploma in Digital Marketing

BA (Hons) in Marketing


Awards

🏅 Revolution Awards - Best Use of Email (AVIS) - Campaigns driving £20M annual revenue

🏅 Marketing Week Data Strategy Award - Monarch Airlines - Data-driven upsell generating £2M per month

🏅 DMA Award – Travelodge - Best Marketing Automation Campaign

🏅 SME Magazine Award - Most Innovative Provider (client voted)

🏅 Which Test Won Awards - 6 wins for optimisation excellence


🤝 Let’s connect:If you’re looking to accelerate growth, embed customer-centric thinking, or make your systems work harder for you, I’d love to help.

📨 andy@andystockwell.co.uk

#consultant #growth #strategy #sales #marketing #customersuccess #customercentric #crm #digitalmarketing #automation #AI #leadership #coaching #ecommerce #businessgrowth

Andy Stockwell

If buyers don’t reply, it’s not because they’re busy. It’s because they don’t trust you.

Let’s be honest about what’s really going on in most B2B growth teams.

When deals stall, leaders blame:

❌The campaign
❌The messaging
❌The website
❌The market
❌The sales team

So they launch something new.

A new brand refresh
A new agency
A new sales person
A new piece of tech

Buyers don’t disengage because you haven’t sent enough messages they disengage because you have not earned their trust.

Most brands today look and sound way too similar so from the buyer’s point of view, choosing between you and your competitors feels like flipping a coin.

Trust is built in the actions of your team and how they align them to the prospect:

📈How quickly someone replies
📈Whether they remember what matters to me
📈If the team really works to understand the challenges
📈If I have to chase for answers
📈How easy you are to deal with

If your pipeline is quiet, don’t ask:

“How do we get more leads?”

Ask:

“What are we doing that makes buyers hesitate?”

The real growth comes when you are trusted and buyers know they can rely on you to fix their challenges.

Please let me know what you think, share your experience, comments below👇

#Culture #Sales #Marketing #Growth #CustomerCentricity #Strategy #Consultant #Retention

Consultant | Board Advisor | Helping business leaders to drive growth and increase retention

Top performers don’t burn out loudly, they disengage politely.

They won’t complain.
They won’t cause problems.
They just stop going the extra mile.

And most leadership teams miss it, because on paper, everything still looks fine.

Your best people are not crushed by workload.
They are reacting to the chaos around them.

Constant priority changes.
Unclear decisions.
Processes that keep piling up but never get removed.
Targets that move, without proper explanation.

High performers thrive on clarity and progress.
When that goes, they save their own psychological safety!

This is what process debt looks like in real life:

❌ More steps, less improved outcomes
❌More meetings, fewer decisions actually being made
❌ More tools, less ownership of the results

Quick fixes are often then attempted, we’ve all seen it:

Wellbeing programmes.
Free pizza.
Another engagement survey! 🤯

The strongest teams keep their best people by doing a few of the unglamorous things brilliantly:

✅Ruthless prioritisation
✅Clear ownership
✅Stable targets (that people can meet!)
✅ Fewer handoffs
✅ Less “urgent” surprises!

When leaders remove friction, performance comes back fast!!

If your top performers feel quieter than they used to, don’t ask them to try harder.

Ask what the system is quietly asking them to put up with.

Please let me know what you think, share your experience, comments below👇

#Culture #Sales #Marketing #Growth #CustomerCentricity #Strategy #Consultant #Retention

When teams constantly debate the numbers, the problem is not the reporting, it is the ownership.

If every meeting starts with these sorts of questions:
“Who put these numbers together? Where are they from?”
“Why doesn’t this match my report?”
“Which version should we believe?”

You don’t have a data problem, you have a leadership problem.

Data mistrust doesn’t come from bad tools, it comes from no clear owner.

No owner means, no accountability, no consequences and no confidence!

So teams protect themselves:
❌Sales keeps own versions of pipelines of what they are really working on.
❌Marketing keeps private dashboards, afraid to show what’s really happening.
❌Finance runs separate reports “just to be safe”.

What you end up with then is loads more data but much less belief, and no alignment.

Every critical number must have:
📈 One owner
📈 One definition
📈 One place it lives
📈 One expectation of action

This gives you actual ownership.

When this happens, behaviours in your teams will change accordingly:
✅ Teams stop arguing and start acting
✅ Forecasts get better
✅Exceptions become clear and can be worked on
✅ Decisions speed up
✅Trust returns for everyone!

The fastest way to improve performance is not more dashboards.
It is deciding who owns the truth, and backing them when the number is uncomfortable.

Until data has ownership, it’s just opinion with pretty graphs! 📈📉📊📈

Please let me know what you think, share your experience, comments below👇

#Culture #Sales #Marketing #Growth #CustomerCentricity #Strategy #Consultant #Retention

Sales and marketing are not misaligned. They are just optimising for different risks.

Marketing is paid to avoid wasting money.
Sales is paid to avoid failure.

So marketing pushes for volume, reach, and coverage.
Sales pushes certainty, late-stage control, and discounts.

From the outside, it looks like misalignment, but it is actually perfectly rational behaviour inside a badly designed system.

That’s why alignment workshops never work.
You can put sales and marketing in a room.
You can redraw the customer journeys.
You can rename MQLs, SQLs, or invent new names which sooo many do!

None of that fixes the real problem.

Where you need to focus is incentives as they always beat intent, especially for commercial people! 🤑🫰

If marketing is rewarded on activity and sales is rewarded on closed deals, they will optimise differently, no matter how many engaging workshops you run.

To get alignment right it starts with how you build the system these teams work in.

📈Make them one growth function.
📈One definition of what good looks like.
📈One shared view of the customer.
📈 Customers get a joined-up experience with the best use of expertise.
📈One set of numbers the whole business lives or dies by.

If sales and marketing feel like they are not pulling in the same direction, don’t try to fix the teams, fix the system.

Alignment is a leadership decision.

Please let me know what you think, share your experience, comments below👇

#Culture #Sales #Marketing #Growth #CustomerCentricity #Strategy #Consultant #Retention

The problem isn’t that buyers aren’t ready, it is that you only talk to the 5% who are.

Most B2B growth plans are built around a comforting lie.

That if we just:

Run more ads
Buy more leads
Rank for more keywords
.. then the revenue will follow.

The big problem is that 95% of your future buyers are not in-market right now.

They are busy running their business, living with problems they haven’t even understood yet!

They are not filling in your forms, not searching your keywords, not on your “hot lead” list!

When all your budget goes into paid search, lead gen and MQL, you are fighting over the same 5% as everyone else!

That is why:
❌Costs go up
❌Conversion rates go down
❌The pipeline feels random

Sales teams feel like they are constantly starting from zero each quarter.

The teams that drive growth consistently invest in always-on relevance.

They:
✅Teach before they sell
✅Add value before the buyer is in market
✅Build trust while competitors wait for leads or RFPs
✅Turn “unknown” into “known” long before procurement gets involved

This is how you build pipelines that actually deliver long term.

When a buyer finally is ready, they go to the brand that already helped them think better 🧠📈📈📈📈

What percentage of your budget is really aimed at the future customer?

Please let me know what you think, share your experience, comments below👇

#Culture #Sales #Marketing #Growth #CustomerCentricity #Strategy #Consultant #Retention

Markets didn’t suddenly get tougher, expectations got higher!

Most leadership teams feel it:
📉Deals take longer and longer.
📉Prospects push back and challenge more.
📉Win rates feel harder to keep going.

The typical responses?
❌Blame the market.
❌Blame competition.
❌Blame the economy.
❌Blame the team!

Buyers now assume a baseline competence in most industries.
✅A decent website and buying process.
✅A robust product that does what it says.
✅Reasonable pricing.
✅Prompt responses and clarity.

None of that differentiates you anymore.

Differentiation has moved from messaging to execution and experience:

📈How easy you are to buy from.
📈How clearly you guide decisions.
📈How joined up your teams and actions feel.
📈How you understand what a customer’s real challenges are.
📈How few times customers have to repeat themselves.
📈How aligned the goals are between you and the customer.
📈 How you can demonstrate and prove value.

This is now where deals are won and lost.

Growth hasn’t become impossible but the bar has been raised and many teams are just being good enough without really standing out!

What are you doing to stand out?

Please let me know what you think, share your experience, comments below👇

#Culture #Sales #Marketing #Growth #CustomerCentricity #Strategy #Consultant #Retention

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The Battle

Stan Stojanovic

Andy Stockwell

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The Battle

Stan Stojanovic

Andy Stockwell

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Stan Stojanovic's LinkedIn Performance

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