Every CEO Should Go Undercover

Disguise optional.

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Your CEO isn’t wearing enough disguises.

…at least in the workplace.

And it’s killing your business. Here’s what I mean.

Back in the day, I ran the gauntlet of adolescence and did a not-too-short stint in retail.

One of my least favourite parts? Mystery shoppers.

These demon spawn would periodically drop into the shop and secretly evaluate everything they saw.

Every kind-eyed little old lady had the potential to ruin my fledgling career if I so much as smiled a little wonky.

(OK - I’m being dramatic. But it’s stressful being a teenager! )

Now - with a few more years’ experience under my belt - I understand the purpose of these undercover assessors.

They allow executives to see what otherwise is invisible to them.

What’s really happening “in the trenches” without the glare of leadership to put everyone on their best behaviour.

All so those executives can make the right decisions to serve the customer.

But - despite 5,000 of these covert operators canvassing brick-and-mortar businesses on a daily - they are non-existent in the B2B tech space.

Imagine if marketing helped a CEO/CFO be their own mystery shopper to experience the buyer journey personally.

Suddenly those concerns around spending money to answer questions like:

• Is there enough collateral to understand the problem we’re trying to fix?

• How easy is it to book a demo on the website?

• What does the follow-up outreach look like?

• Is the team equipped to handle pushback?

• Where is there friction and how do we eliminate it?

…have been experienced first-hand by the individuals holding the purse strings.

After all, as Albert Einstein said: “The only source of knowledge is experience.”

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Did you know I’m a professionally trained thespian?

I hated monologues during my three years of drama study. All eyes on me? No thank-you. So let’s make this a dialogue. What kind of things do you want to talk about?

Drop me an email with your burning questions on how to win in B2B.

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🎙️ Every week, I sit down with a kick-ass B2B marketer to discuss how they are changing the game around winning new business. Here’s the most recent interview.

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How to Get TikTok Famous with a Rap w/ Emily Brady

We talk about how to build an employee advocacy programme that generates $300k in revenue, why TikTok is an exciting frontier for B2B marketers (that can produce results!) and how she pulled together perhaps the greatest rap video of all time.

• On Spotify

• Or Apple Podcasts

• You can listen on any other podcast directory too.
  Seriously - I’m everywhere. (ooOOoo)

You can also follow me on Twitter at @JasonRBradwell. All my best stuff is on Twitter.