Directive

We’re the marketing strategists behind the B2B brands you love. 130+ strategists. 700+ brands served. $1B+ revenue generated.

[Directive @DirectiveAgency]

a founder demoed his brand new category for @heyrobk ... and rob said "I'm pretty sure that's a CRM." Fletch has done positioning work with 600+ companies.

episode 6 of GTM Confessions is live.

[Directive @DirectiveAgency]

I spent almost three years watching @heyrobk rewrite B2B homepages in public on LinkedIn... and he was in Austin the whole time.

so we booked him. episode 6 of GTM Confessions drops monday.

[Directive @DirectiveAgency]

https://t.co/SchIaBp5u8

[Directive @DirectiveAgency]

Is an $11 CPC expensive? Is a 3% CTR strong? Without a benchmark, you're guessing.

We built 36 B2B paid media benchmarks across Google and LinkedIn using H1 2026 data.

Oct 20, 2 PM EST: Johnny Chappell, Eliza Miller & Andrew Finkenbinder break it down.

Register in the thread below ⬇️

[Directive @DirectiveAgency]

https://t.co/r37SMNI2Yq

[Directive @DirectiveAgency]

Sometimes you see someone on another podcast and you just know. That's the next guest. That's what happened when I saw John Eitel on The B2B Content Show. (@dingraps)

The title caught me first. Chief Growth Officer. Not CMO. Not CRO. One person who replaced both seats. One budget. One number. One version of the truth.

John's been doing and leading sales for over two decades, but now he owns both sides of that tension.

If you've ever sat in a room where sales and marketing were pointing fingers, this is the other side of that story.

Watch the full episode. Link in comments. ⬇️

[Directive @DirectiveAgency]

I was 20 minutes late to my own podcast. The guy waiting on me has 13 years at Rackspace and executive roles at Canva and Demandbase. I walked in expecting tension, but what happened next told me more about him than any answer he gave on camera.

No frustration. No passive aggression. Just kindness and understanding.

John Eitel is the Chief Growth Officer at Orum. That title matters. Because most companies split sales and marketing into two executives, two budgets, and two competing versions of the truth. John replaced both seats with one.

But the thing that stood out before we ever hit record wasn't the resume. It was the person. One of the most compassionate humans I've sat across from on this show, but don't mistake that for soft. This is a leader who knows how to steward a team and put the systems in place to win. Both at the same time.

That balance is rare. Most leaders lean one way or the other.

Episode five of GTM Confessions drops soon.

[Directive @DirectiveAgency]

She Found Out About Both Acquisitions While Pregnant

[Directive @DirectiveAgency]

Why This CMO Only Thrives at 50 Person Companies

[Directive @DirectiveAgency]

Ranking well in Google does not guarantee your brand will surface in ChatGPT or Claude.

[Directive @DirectiveAgency]

Q4 budgets tighten. Most ecommerce teams play it safe.

Your buyers are already in a shopping mindset expecting more.

Lauren Marks, Charlie Gurewitz, Stuart Kinsey, and Craig Flynn break down 5 tactics to bet on. Sept 16, 12:30 PM EST.

[Directive @DirectiveAgency]

When I met Brandi Eppolito this week, I expected someone who just bounced between industries. But who I actually met was someone addicted to the hardest version of marketing: building from scratch with no playbook to borrow.

Episode four of GTM Confessions drops tomorrow...

[Directive @DirectiveAgency]

Every CMO agrees influencer credibility matters. Almost none have the program architecture behind it.

Kimberly Deese and Larissa Williams walk through the full playbook Aug 27 at 1 PM EST.

[Directive @DirectiveAgency]

A deal sitting in your pipeline for 120 days has a 5% chance of closing. Most teams are still chasing it.

The real signal isn't your sales cycle. It's how long deals sit in discovery vs. your close-won average.

GTM Confessions Ep. 3 with Matt Schatz.

[Directive @DirectiveAgency]

He helped take Rackspace public. Then walked away and started over. Six times.

Matt Schatz's advice for any leader trying to balance ambition and family: being there physically means nothing if you're not there mentally.

#GTMConfessions #B2BMarketing

[Directive @DirectiveAgency]

Your buyers trust practitioners 5x more than your brand posts. On Aug 27, Kimberly Deese and Larissa Williams break down the full B2B influencer playbook.

[Directive @DirectiveAgency]

A sixth grade teacher became one of Austin tech's most successful CROs. No MBA. A History degree and an Education master's.

The skill that carried over? Lesson planning. Knowing why someone should care before you open your mouth.

GTM Confessions Ep. 3 with Matt Schatz.

[Directive @DirectiveAgency]

This week's Player of the Week is Kelsey Gage, Senior Recruiter at Directive. In July she helped hire 18 people without ever dropping the standard. Talent acquisition at its best.
#PlayerOfTheWeek #TeamDirective

[Directive @DirectiveAgency]

A CRO built a company from one rep to $100M ARR.

Then walked away. Then did it five more times. Six companies. Six times starting from zero. GTM Confessions Ep. 3 with Matt Schatz, CRO at Hivelocity.

[Directive @DirectiveAgency]

Every B2B PR team can tell you their impression count. Not one can tell you if it moved a deal.

The fix isn't better attribution. It's choosing what to measure before the campaign launched