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Market Leader vs Challenger Brand: The Differences in GTM artwork
APAC's B2B Growth Podcast

Market Leader vs Challenger Brand: The Differences in GTM

  • E214
  • 27:52
  • September 18th 2024

Learn the differences between working in a Market Leader company versus a Challenger brand, with Co-Founder and CEO of Truescope, John Croll AM.

This episode also covers...

  • Transitioning from Market Leader to Challenger
  • How to differentiate yourself in the market
  • How to have effective brand awareness

About John...

John is the current Co-Founder and CEO of Truescope, a global Media Intelligence company serving corporate and government clients in a number of countries. Previously, John was appointed CEO of Media Monitors Pty Limited in 1999. John led Media Monitors and subsequently Isentia, through private equity and an IPO on the Australian Stock Exchange to be Asia Pacific’s leading media intelligence company delivering services to 5,000 clients in 11 markets with more than 1,200 employees. 

Isentia was listed on the ASX in 2014 and John resigned in February 2018 after nearly 20 years as CEO and Managing Director. He is a Life Fellow of the Public Relations Institute of Australia, a Fellow of the International Association for the Measurement and Evaluation of Communications (AMEC), and a member of the Institute of Company Directors. 

John is Chair of the Australian Sporting Alliance for People with a Disability, was Vice President of the Australian Paralympic Committee for eight years and Chair of Disability Sports Australia. His service to people with a disability and sporting organisations saw him awarded a Member of the Order of Australia (AM) in 2019.

Resources mentioned in this episode:

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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.

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APAC's B2B Growth Podcast

APAC's B2B Growth Podcast (formerly Growth Colony) is a bi-weekly interview show unpacking trends, busting myths and delivering insights B2B marketing and sales leaders across Asia-Pacific can put to work today.

Each episode, host Shahin Hoda sits down with a marketing leader, sales leader, founder or operator who has a real point of view, not a generic take.

Guests bring specific stories from inside their own companies: what worked, what failed and what they'd do differently.

We cover what's actually driving B2B growth in the region: account-based marketing built for APAC rather than adapted from a US or UK playbook, sales and marketing alignment, and founder and operator commentary from people doing the work, not just talking about it.

If you're a B2B marketing or sales leader in Australia, New Zealand, Singapore or anywhere else in Asia-Pacific trying to build pipeline from strategic accounts, this show is for you.

Hosted by Shahin Hoda, founder of xGrowth. xGrowth is an account-based marketing and go-to-market agency helping global B2B technology companies improve customer acquisition, build qualified pipeline and win strategic accounts across APAC.

The agency works with regional sales and marketing teams to identify priority accounts, develop coordinated campaigns and turn commercial opportunities into measurable growth.

With specialist regional expertise and hands-on execution support, xGrowth gives lean marketing teams the strategy and capacity needed to enter new markets, reach enterprise buyers and grow valuable customer relationships.

New episodes every two weeks. Subscribe so you don't miss one, and sign up for the xG Weekly newsletter for more insights on B2B growth across APAC.