In this first episode of B2B Marketing: The Provocative Truth in 2024, Benedict speaks to Chris Wade about how maturing B2B organisations need to adapt. As a company grows and establishes itself firmly in the market, it can be easy for it to fall into an all too comfortable pattern. Once business settles into a groove, it can become hard to make changes that ultimately are better for progress. Companies become risk averse and hesitant to adapt when ultimately, a business needs to do all that they can to help their customers. But knowing how to refocus a business’s direction takes careful consideration. Being adaptable doesn’t always mean starting from scratch. So what does a mature business need to do to stay relevant? Chris Wade is the Chief Marketing and Product Officer at Gamma Communications, and he has held that role since late 2020. As an established senior marketer, Chris has used his proven creative and innovative skills to find new strategic opportunities and drive businesses forward. Prior to joining Gamma, Chris has previously served as Chief Product and Marketing Officer for Aptitude Software and several positions at Sage including VP of Product,  Director of Strategic Operations, and more. Chris has also previously been Board Member for Dynamo North East, and he currently serves as Trustee at Valour MAT. You can find Chris Wade on Linkedin. You can watch full video versions of the podcast on our YouTube channel. Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.