#51 – Simon Bøge & Mikkel Bach-Andersen: The Existing Customer Goldmine – Six Levers for Profitable Growth

Winning new customers isn't the only path to growth. In this episode, Simon Bøge and Mikkel Bach-Andersen explore why many B2B companies overlook one of their biggest commercial opportunities: the customers they already have. Based on their latest whitepaper, The Existing Customer Goldmine, they discuss six practical levers for unlocking more value from your existing customer base. They cover: • Why customer profitability is often more concentrated than companies realise • How weak pricing discipline creates hidden revenue leakage • Why simple customer segmentation often beats complex models • Allocating commercial resources where they create the most value • How AI can help improve customer management at scale • Building the commercial discipline needed to sustain profitable growth If you're looking to improve growth, margins, and customer profitability without relying solely on winning new business, this episode offers a practical framework for getting started. 📄 Download The Existing Customer Goldmine or reach out to Simon Bøge or Mikkel Bach-Andersen to continue the conversation.

In this article we explore what makes the commercial diagnosis genuinely difficult in the first 100 days as a CCO. Most experienced commercial leaders can get to the mechanical picture fairly quickly. The patterns are familiar and the frameworks exist. What is harder, and what most leaders underinvest in, is everything that lives behind the mechanics. This is what Liza Dava, Partner within Commercial Transformation explores in this article drawing on conversations with newly appointed commercial leaders and advisory experience across industries. You can find a full article - https://www.linkedin.com/pulse/first-100-days-cco-diagnosis-beyond-commercial-mechanics-liza-dava-nqoxe/

Most companies don't struggle with ambition when it comes to growth. They struggle with consistency. In this episode, Brian Andersen and Mikkel Bach-Andersen discuss why growth often falls short — not because of strategy, but because of the system behind it. Based on The Growth System, they break it down into three core layers: • Strategic focus – where to compete (and where not to) • Commercial architecture – how you actually win in the market • Execution capability – how you turn it into consistent results They also get into what typically goes wrong in practice: • "Fake focus" where priorities don't change resource allocation • Commercial models that evolve randomly instead of being designed • Execution that looks busy but doesn't compound If growth feels uneven or overly dependent on individuals, this is a more structured way to think about it. 📄 The full whitepaper is available on Mikkel Bach-Andersen's LinkedIn. 

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: https://www.kvadrant.dk/insights-books-podcasts-articles/commercial-kink-the-curve

Three years into the GenAI wave, many enterprises are still experimenting without seeing real outcomes. In this episode, Mikkel Bach-Andersen and Hannibal Herforth share what is actually working inside large, global B2B organizations. In this podcast they explore how commercial teams can: Move from hype-driven experiments to measurable value Build a swarm of narrow assistants that free time for creativity and strategy Shift from IT-led moonshots to business-owned AI adoption Create the right governance, guardrails, and change management to scale AI across functions This episode provides a grounded perspective on how to make AI assistants a real source of productivity, creativity, and commercial impact.

What does it take for a hardware company to build a successful software business? In this episode, Mikkel Bach-Andersen and Brian Andersen explore the real challenges behind the shift. From go-to-market models and new buyer dynamics to organizational resistance and incentive design, they unpack lessons from companies like Trackunit and FOSS that made it work and why so many others failed.

On this week's Growth Agenda Podcast, Bart sits down with Anders Buchman, VP Commercial at Upry, to unpack a simpler, smarter way to build your go-to-market strategy and scale a high-impact team. Ready to discover where B2B growth really comes from? 

In this episode, we sit down with Natasha Lindsey, Director of Global Sales Enablement at Jabra, to explore what it really takes to drive lasting sales transformation. From managing 500+ stakeholders to rolling out global programs across diverse sales models, Natasha shares hard-earned lessons on what works—and what doesn't—when trying to change how people sell. We talk enablement, coaching, AI, and the shift from feature selling to true value selling. Whether you're in sales, enablement, or leadership, this episode will challenge how you think about building a commercial organization that actually drives impact.

This episode explores The New Growth Agenda, a book designed to help commercial leaders identify new growth opportunities. The conversation between the three authors, Martijn, Brian and Oliver, covers the inspiration behind the book, key insights from a survey of 150 senior leaders, and practical strategies for navigating today's complex buying landscape. From rethinking sales structures to adapting marketing for sustained impact, the discussion provides actionable advice for driving commercial success.   Tune in for fresh perspectives on organic growth in a changing business environment.

Just before Christmas, Jeppe and Martin had the pleasure of inviting Brand Strategy Consultant, Mats Urde, into the podcast studio. Mats shares his journey from case-based teaching to consulting and the development of his framework in his book "The Brand Matrix." They discuss the importance of aligning internal culture with external promises, how to manage corporate branding transformations, and the pitfalls of neglecting your organization's identity.  With engaging stories, from building sustainable brands to a passion for Icelandic horses - this is an episode you don't want to miss.   We hope you enjoy today's episode!