THINKING

Bold insight, real growth

Market leaders

You Can’t Manufacture B2B Demand. You Can Only Win When It Becomes Real.

Most B2B companies do not have a demand problem. They have a buyer-readiness problem. Real demand starts inside the buye...

Mar 19, 2025

4 min read

Market leaders

You Can’t Manufacture B2B Demand. You Can Only Win When It Becomes Real.

Most B2B companies do not have a demand problem. They have a buyer-readiness problem. Real demand starts inside the buye...

Mar 19, 2025

4 min read

Market leaders

You Can’t Manufacture B2B Demand. You Can Only Win When It Becomes Real.

Most B2B companies do not have a demand problem. They have a buyer-readiness problem. Real demand starts inside the buye...

Mar 19, 2025

4 min read

Market leaders

You’re Spending 80% of Your Energy on 27% of Your Revenue

Every quarter, B2B leadership teams gather around some version of the same growth conversation

Mar 19, 2025

4 min read

Market leaders

You’re Spending 80% of Your Energy on 27% of Your Revenue

Every quarter, B2B leadership teams gather around some version of the same growth conversation

Mar 19, 2025

4 min read

Market leaders

You’re Spending 80% of Your Energy on 27% of Your Revenue

Every quarter, B2B leadership teams gather around some version of the same growth conversation

Mar 19, 2025

4 min read

Strategy

You Can’t Manufacture B2B Demand. You Can Only Win When It Becomes Real.

Strategy

The Silent Killer of Start-Up Growth: It's Not What You Think

Positioning

The Silent Killer's Antidote: How B2B Leaders Build Positioning That Wins

Growth

Your Funnel is Lying to You: Why B2B Buyers Don’t Play by Your Rules

Marketing

B2B Marketing’s Biggest Lie: Why Engagement Metrics Don’t Equal Buyer Readiness

Positioning

Your Deals Aren’t Closing Because Your Positioning Sucks

Latest thinking

Frequently Asked Questions

What does Kevin Krossing do as a B2B Growth Partner?

When should we bring Kevin in?

Do you advise the team or help carry out the work?

How is Kevin’s work different from traditional consulting?

What is the Buyer Clarity Map, and how does it help?

What type of company is the best fit?