Building a global B2B marketing agency isn’t just about executing perfect campaigns; it’s about resilience, adapting to technology, and mastering the art of sales.
Recently, Macro’s founder, Dan Radu, sat down with Justine Tindall for an episode of the Sales Leaders Playbook podcast. In a candid conversation, Dan shared the unvarnished truth of his entrepreneurial journey, from making his first sale in university to leading a global team that accelerates marketing for some of the world’s top tech companies.
Here are a few standout insights from the discussion.
1. Sales is the Lifeblood of Business
One of the core themes Dan emphasized is that sales cannot be siloed away from the rest of the company. It is the "lifeblood" of the organization. For B2B agencies and tech companies alike, growth depends on a culture where sales excellence is prioritized. This means continuous training, effective management, and—crucially—hiring the right people who possess the resilience to navigate a competitive market.
2. Redefining Growth
While revenue is the standard metric for success, Dan discussed the importance of defining growth more broadly. True scaling involves maturing your operations, expanding your team’s capabilities, and building resilience. The episode title, "Learning from Failed Strategies," reflects this mindset: setbacks are often the most potent data points for future growth. Dan opened up about the necessity of resilience in entrepreneurship, highlighting that long-term success is built on the ability to pivot when strategies don't go as planned.
3. The AI Shift in Marketing
No modern marketing conversation is complete without addressing Artificial Intelligence. Dan explored the impact AI is having on the industry—not just as a tool for automation, but as a fundamental shift in how agencies deliver value. The key for B2B leaders is to integrate these tools without losing the strategic human element that drives real connection.
