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Navigating Growth in Challenging Times | Insights with Kendall Justiniano

As the Founder and Managing Director of Growth Arc Advisors LLC, Kendall Justiniano helps chemical clients find untapped growth opportunities through his team’s expertise in marketing & sales, value growth and strategic transformation. With over 30 years of leadership experience, Kendall is a seasoned chemical executive who has worked across multiple sectors at Fortune 100 and global companies, including Dow, Avient Corporation, and most recently as Vice President of Marketing at W.R. Grace. Known for keen strategic assessment, and results-oriented execution, Kendall's mission at Growth Arc is to help chemical executives navigate the new realities of today’s challenging business climate.

In this episode of 'Burn the Playbook,' host Marc Crosby talks with Kendall Justiniano, founder of Growth Arc Advisors, about the challenges and strategic shifts needed in the chemicals industry. Kendall, having a wealth of experience transforming and stabilizing major chemical companies, discusses the structural shifts in growth strategies, the evolving roles of sales and marketing, and the impact of AI and digital tools. He emphasizes the importance of focusing on customer behavior, re-evaluating sustainability initiatives, and the need for businesses to re-triangulate their strategies amidst a prolonged downturn. The episode concludes with a engaging 'Burn It or Build It' segment, where Kendall shares his insights on current industry trends.

00:00 Introduction to Burn the Playbook
01:17 Kendall's Industry Insights
02:37 Navigating the Chemical Industry Downturn
04:45 The Role of Sustainability in Business
10:41 The Future of Sales and Marketing
17:25 Cost Cutting and Strategic Shifts
19:12 The Importance of Regular Segmentation
21:10 Effective Segmentation Strategies
22:08 AI and Segmentation: A Reality Check
23:36 Navigating Unprecedented Times with Fundamentals
27:13 Burn It or Build It: Industry Trends
33:15 Final Takeaways and Upcoming Events

Growth Arc Advisors https://www.growth-arc.com/

Kendall Justiniano Linkedin https://www.linkedin.com/in/kendalljustiniano/

The Chemical Summit https://thechemicalsummit.com/speakers-2/

• Website → DigitalRebelsConsulting.com
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• Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451
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Views expressed are our own and do not represent any organizations

© 2025 Digital Rebels Consulting. All rights reserved.

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Scott Marker – Author, Business Growth Strategist & Networking Leader

Scott Marker is a two-time author of sales and marketing books, including the bestseller BROKEN – How To Fix B2B Sales, Drive Profitable Growth & Win. With two decades of experience spanning startups to Fortune 50 companies, Scott helps businesses accelerate growth through modern sales strategies, marketing innovation, and the use of AI.

He is the founder of MCA² LLC, where he consults with business owners to drive B2B sales success, design go-to-market strategies and deliver high-impact training and keynote presentations.

In addition, Scott owns and leads Network In Action (NIA) Treasure Valley, a premier networking franchise that goes beyond traditional meet-and-greet events. Through structured, results-driven groups, Scott helps Idaho business owners create powerful, revenue-generating connections and strategic partnerships.

A dynamic and engaging speaker, Scott is passionate about transforming how professionals think about sales, growth, and networking, equipping audiences with actionable insights they can immediately apply to win more business.

Scott Marker Linkedin: https://www.linkedin.com/in/scottmarker1
Network In Action: https://www.networkinaction.com
Scott Marker's Book BROKEN: How To Fix B2B Sales, Drive Profitable Growth & Win On Amazon: https://a.co/d/7KnmIA8

[0:30] Introduction

Marc Crosby introduces the show and guest, Scott Marker, a business growth strategist and author.

[1:17] Scott’s Background

Discussion of Scott’s experience in B2B sales, his books, and his consulting work.

[1:35] What’s Broken in B2B Sales

Scott shares early experiences that revealed issues in sales culture, such as internal competition and lack of collaboration.

[3:20] The Power of Storytelling in Sales

Both discuss the importance of storytelling, why company history is less relevant, and how stories connect with buyers.

[7:14] CRM Challenges

Scott and Marc discuss the pitfalls of CRM systems, why they often fail, and how to use them more effectively for sales and retention.

[14:39] Customer Retention Strategies

Scott introduces his “Strategic Customer Cycle” and emphasizes the importance of retention, sharing practical tips for keeping top customers.

[19:19] Compensation and KPIs

The conversation shifts to sales compensation, KPIs, and the need for customer-centric goals rather than traditional sales targets.

[27:05] Sales and Marketing Alignment

Discussion on aligning sales and marketing KPIs, the importance of collaboration, and account-based strategies.

[32:25] Cold Calling and Modern Prospecting

Scott and Marc debate the effectiveness of cold calling versus inbound and LinkedIn outreach, and how to make outreach more personal.

[41:00] The Customer Journey

They discuss mapping the customer journey, the importance of team selling, and involving multiple stakeholders on both sides.

• Website → DigitalRebelsConsulting.com
• Linktree → https://linktr.ee/digitalrebelsconsulting
• Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby
• Email → marc@digitalrebelsconsulting.com
• Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451
• Burn The Playbook Website → https://www.buzzsprout.com/2522863

Views expressed are our own and do not represent any organizations

© 2025 Digital Rebels Consulting. All rights reserved.

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In this episode of Burn the Playbook, Marc Crosby sits down with David Nathan, the CEO of Scaler Marketing. They discuss David's transition from exploring jungles in Costa Rica to founding a successful marketing agency that specializes in science and tech industries. David shares his insights on the importance of having a website that serves as an effective sales tool, the pitfalls of relying on outdated or poorly designed sites, and offers tips for integrating a website into a company's overall strategy. He also touches on challenges and opportunities in the evolving landscape of AI, web development trends, and how companies can give their sales and marketing teams the resources they need to excel.

David Nathan is the cofounder and CEO of Scaler Marketing, a brand-driven web agency that creates immersive and strategically grounded websites for science and technology companies.

After leaving a career in California, David moved back to Boston to build something more personal that he’d be proud to share with his kids. The result was Scaler, a team of designers, developers, strategists, and storytellers helping complex companies communicate with clarity and conviction.

David believes the best brands don’t chase attention. They express identity. That belief guides everything his team does, from uncovering a brand’s essence to turning it into an online experience that inspires action.

To them, a website is the foundation of sales and marketing that when done right, helps everything else fall seamlessly into place.

David serves on the board of SAMPS, is a devoted husband and father of five, an avid runner and hiker, and has a knack for getting lost in the jungle and finding his way out.

David Nathan's LinkedIn: https://www.linkedin.com/in/davidinathan/

Scaler Marketing: https://www.scalermarketing.com/

SAMPs https://www.samps.org/

00:00 Introduction to Burn the Playbook
01:05 David Nathan's Adventurous Background
02:32 Journey from Biology to Marketing
05:32 Founding S Scaler Marketing
09:11 Challenges and Evolution in Web Development
16:42 Importance of Brand Consistency
19:49 The Human Element in B2B Marketing
28:11 The Importance of Quick Responses in Sales
29:16 Transforming Your Website into a Sales Powerhouse
31:06 Common Mistakes When Hiring an Agency
33:32 Emerging Trends in Website Development
37:15 The Future of Websites
41:09 Burn or Build It: Rapid Fire Questions
48:48 Final Tips for Sales and Marketing Leaders
50:09 Where to Find Us and Upcoming Events

• Website → DigitalRebelsConsulting.com
• Linktree → https://linktr.ee/digitalrebelsconsulting
• Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby
• Email → marc@digitalrebelsconsulting.com
• Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451
• Burn The Playbook Website → https://www.buzzsprout.com/2522863

Views expressed are our own and do not represent any organizations

© 2025 Digital Rebels Consulting. All rights reserved.

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Mastering B2B Sales with Petra Wagner: From Enterprise Exec to AI Coach

Join Marc Crosby and guest Petra Wagner, a B2B sales strategist with over 20 years of experience at Microsoft and IBM. Petra shares invaluable insights from her journey, including the challenges of transitioning from enterprise sales to helping startups achieve consistent revenue. Learn about the importance of personalized sales approaches, leveraging AI tools like her Petra AI, and essential sales training techniques. Gain expert advice on navigating price objections, stakeholder mapping, and the evolving role of AI in sales. Tune in for actionable tips on building a robust sales process and enhancing your sales strategy with real-world applications.

Petra Wagner is a B2B sales strategist and the author of the SalesBooster Framework — a no-fluff system that helps founders with zero sales experience land their first customers and build repeatable revenue. With over 20 years of experience leading B2B sales at Microsoft and IBM, and later working as a C-level executive and tech buyer in a traditional enterprise, Petra brings a rare dual perspective: she knows how to sell — and how buying decisions are really made.

She created SalesBooster to help early-stage founders build a sales engine they actually enjoy running — one that blends startup grit with enterprise strategy, and works even without a sales background. Through her free Petra AI Sales coach and her premium Traction Toolkit, Petra equips founders with the mindset, structure, and tools to go from pitch to close with confidence — and without the pressure of traditional sales tactics.

LinkedIn

Petra SalesBooster web page

Traction Tool Kit

00:00 Introduction to Burn The Playbook
01:09 Rapid Fire Facts About Slovenia
02:53 Petra's Journey from Enterprise to Helping Founders
04:27 Challenges in Enterprise Sales Processes
05:28 The Importance of Sales

• Website → DigitalRebelsConsulting.com
• Linktree → https://linktr.ee/digitalrebelsconsulting
• Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby
• Email → marc@digitalrebelsconsulting.com
• Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451
• Burn The Playbook Website → https://www.buzzsprout.com/2522863

Views expressed are our own and do not represent any organizations

© 2025 Digital Rebels Consulting. All rights reserved.

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In this conversation, Marc Crosby and Graham Hawkins explore the evolving landscape of B2B sales, emphasizing the need for sales professionals to adapt to the new buyer journey, which is increasingly influenced by AI and digital tools. They discuss the importance of visibility in the sales process, the necessity of understanding customer motivations, and the shift from traditional sales funnels to more dynamic approaches. Hawkins shares insights on leveraging buyer intent data, the significance of multi-threading in stakeholder engagement, and the future of sales leadership in an AI-driven world. The conversation also highlights the role of innovative tools like Qs.ai in enhancing sales effectiveness and the importance of continuous learning and adaptation in the sales profession.

Graham Hawkins Bio

With more than 34 years of business experience in executive B2B sales and sales leadership roles, Graham Hawkins is a highly experienced and versatile business executive with proven strengths in strategic business development, go-to-market planning, and sales and marketing.

Graham has worked in the UK, Australia and across Asia Pacific as a representative of some of the world’s most innovative IT, telecommunications, finance and media organisations. Graham has an MBA (Exec) (Distinction) from RMIT and is a member of Golden Key International Honour Society for high-performing business students. Graham is also a part-time lecturer and student mentor in the RMIT Executive MBA Program.

Graham has extensive experience in developing, mentoring and leading highly successful sales teams while driving multi-channel sales engagement strategies that dovetail with the new Age of the Customer.

Today, Graham is the Graham is the Founder & CEO of SalesTribe, and Co-Founder of the world’s first AI-Guided Selling platform – Qoos.ai

https://salestribe.com/

https://qoos.ai/

Takeaways

Buyers are completing much of their journey before engaging sales.
Sales strategies must adapt to the new buyer-led era.
Visibility in the buying journey is crucial for sales success.
The traditional sales funnel is becoming obsolete.
Multi-threading is essential for engaging multiple stakeholders.
Understanding customer motivations is key to effective selling.
AI is transforming the sales landscape and freeing up time for relationship building.
Sales leaders must evolve to support both human and digital teams.
Data-driven insights are critical for identifying high-intent buyers.
Personalized outreach is more effective than cold calls or emails.


Titles

Rethinking Sales in the AI Era
Navigating the New Buyer Journey


Sound bites

"We learn nothing from the win."
"Data-led everything now."
"Opening is the new closing."


Chapters

00:00 Rethinking Sales Strategies
02:11 The Evolving Buyer Journey
05:27 Visibility in the New Sales Landscape
08:29 Reimagining Sales Fun

• Website → DigitalRebelsConsulting.com
• Linktree → https://linktr.ee/digitalrebelsconsulting
• Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby
• Email → marc@digitalrebelsconsulting.com
• Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451
• Burn The Playbook Website → https://www.buzzsprout.com/2522863

Views expressed are our own and do not represent any organizations

© 2025 Digital Rebels Consulting. All rights reserved.