The Growth Agenda · 2026-01-26 · 40 min
Most commercial transformations fail, not because the strategy is wrong, but because execution breaks down. In this episode, we explore why changing sales, marketing, and go-to-market ways of working is so difficult in practice, and what leaders can do to improve the odds of success. The conversation dives into the real tensions commercial leaders face: running the business while transforming it, balancing quick wins with long-term change, and aligning leadership, middle management, and frontline teams. The episode builds on insights from Kink the Curve , Kvadrant's book on commercial transformation, written by Martin Nyvang Mariussen and Oliver Lund Storgaard , and offers practical perspectives on how to design and lead change that actually sticks. Download the book Kink the Curve here:
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