In this episode of the Value-Driven Marketing Podcast, I sit down with Angela Troccoli, global marketing executive and author of the upcoming book Signals, to unpack one of the biggest challenges marketing leaders face today: loss of focus.

Angela shares why many teams fall into the trap of constant activity without clear direction, and how that erodes credibility across the organization. From misalignment with leadership to disconnected sales and marketing narratives, this conversation explores what’s really holding marketing back.

You’ll learn:

• Why “doing more” often leads to worse results

• How to rebuild credibility with leadership and sales

• When and how to take a strategic pause

• What a strong marketing foundation actually looks like

• How to balance customer value with business outcomes

If you’ve ever felt stuck in execution mode, overwhelmed by requests, or unsure how to connect marketing to real business impact, this episode is for you.

Pricing is more than the price tag: it’s the one tactic companies have at hand that can have a direct impact on the bottom line.

And price signals to your customers how your brand is positioned, and how you value your

product or service.

In this episode of the Value-Driven Marketing Podcast, I’m speaking with Caroline Cookson, founder of Cookson Partners and pricing strategist, about how companies can approach pricing more strategically.

During the conversation, they discuss:

• Signs that it may be time to review your pricing

• How to think about customer value when setting prices

• Practical approaches for testing and adjusting pricing in B2B contexts

• How to communicate price increases clearly and transparently

• The role marketing teams can play in shaping pricing strategy

Why do some products immediately make sense to customers, while others struggle to land?

Often, the problem isn’t the product, but the story customers already live in.

In this episode of the Value-Driven Marketing Podcast, I speak with Aurelia from Innate Motion about how market research helps businesses uncover the deeper drivers behind decisions: hidden fears, motivations, identity, and the internal dynamics shaping B2B choices.

When companies understand these insights, they can frame their products and services in a way that truly resonates in their audience’s mind.

We also discuss:

• Why market research is really empathy at work

• The difference between data and meaningful insight

• How to start doing research without big budgets

• The most common mistakes businesses make when trying to understand customers

• How AI is changing research, and where human insight still matters

If you’ve ever wondered why a great product doesn’t always connect with the market, this episode will change how you think about customer insight.