Why Deals Die: The Momentum Problem in B2B
Grainne Maycock, Chief Revenue Officer at Acolad Group, explains why deals lose momentum. She outlines how internal friction and misalignment quietly stall progress. She also shares how trust is built through transparency and consistent follow-through. She closes with practical ways to operationalize customer voice and communication.
Why Deals Die: The Momentum Problem in B2B A Conversation with Grainne Maycock, Chief Revenue Officer at SS&C Acolad Group EPISODE 251 Steve MacDonald HOST:
Table of Contents [2:40] Introduction to Grainne Maycock [33:43]Full Podcast Episode [2:19] Episode Highlights Video [1:51] Internal Alignment As the Fastest Momentum Lever [6:23] How Executive Growth Comes From Holistic Decision-Making [9:11] Building Trust Through Transparency and Open Communication [4:02] How Voice of Customer Prevents Costly Scaling Mistakes [4:30] Operationalizing the Voice of Customer Beyond Metrics [0:41] Making the Strategy Stick Through Repetition and Communication [0:58] Short - How Voice of Customer Prevents Costly Scaling Mistakes
ABOUT Grainne Maycock Grainne Maycock, Chief Revenue Officer at Acolad Group, explains why deals lose momentum. She outlines how internal friction and misalignment quietly stall progress. She also shares how trust is built through transparency and consistent follow-through. She closes with practical ways to operationalize customer voice and communication.
FULL EPISODE "You can never overcommunicate on any strategy, any topic, or any result. Be customer focused, but overcommunicate with your internal teams and your cross-functional teams." Grainne Maycock
[2:19] Episode Highlights Video
[1:51] Internal Alignment As the Fastest Momentum Lever "That alignment is about who you are, your values, who your customers are, who theyre not, and what you cant solve for them. A project management team, a program manager, a language team, an AI specialist, and a seller should get the same conversation because there is alignment, and if not, they cant trust that you can move forward." Grainne Maycock
[6:23] How Executive Growth Comes From Holistic Decision-Making You have to be able to understand how the jigsaw pieces of your executive team come together. I can't sit in a shareholder meeting without thinking about all the jigsaw pieces and how they come together to accelerate growth, pull a growth lever, optimize a sales playbook, align an operational team, and bring together tech, solutions, sales, and operations. Grainne Maycock
[9:11] Building Trust Through Transparency and Open Communication Communication, transparency, and doing what you say youll do when you say youll do it, thats key. Trust is about the little things over and over compounded. Grainne Maycock
[4:02] How Voice of Customer Prevents Costly Scaling Mistakes You can build the best solutions in the world, but if you don't understand how customers are going to consume and how to apply the use cases. You won't scale. Grainne Maycock
[4:30] Operationalizing the Voice of Customer Beyond Metrics We have at least four consulting companies that we work with regularly, and we want them to challenge us versus the competition. They will interview our customers independently about what they love and hate about working with us, how we compare to others, and what insights they have. The value of that is phenomenal, no matter what our customers say. Grainne Maycock
[0:41] Making the Strategy Stick Through Repetition and Communication You can never over-communicate on any strategy, on any topic, on any result. Grainne Maycock
YOUTUBE SHORT: You can build the best solutions in the world, but if you don't understand how customers are going to consume and how to apply the use cases. You won't scale. Grainne Maycock
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