HeyJaredThe Accidental Marketer Podcast
I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer" published by Wiley.
- Indexed episodes, last 90 days
- 4
- Latest publication
- Sep 4, 2026
- Audience
- Checking…
- Earliest in this view
- Jul 24, 2026
Latest episodes
Being Good Isn't the Same as Being Good Enough to Win (opens the original)
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In this episode of the Hidden in Plain Sight series, Tom and Mary explore how the Ability to Win scorecard exposes competitive blind spots that seem obvious only after they've been revealed. From an overlooked "cold turkey" competitor in smoking cessation to Intel, Nvidia, Salesforce, and Siebel, they show how looking through the customer's eyes can reveal the competitors, capabilities, and customer segments that truly determine who wins.
Why Companies Chase the Wrong Opportunities (opens the original)
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Many organizations spend enormous amounts of time evaluating markets, customer segments, and growth initiatives, yet surprisingly few first agree on what makes an opportunity attractive. In this episode, Tom and Mary explain why defining success before evaluating options leads to better strategic decisions, stronger organizational alignment, and fewer debates driven by opinion. Learn how one simple shift in thinking can help your organization uncover opportunities that have been hiding in plain
Why B2B Companies Keep Serving "Lukewarm Tea" (opens the original)
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In this episode we explore one of the most common mistakes companies make when trying to grow: assuming every customer values the same things. Tom and Mary explain the "Lukewarm Tea Syndrome"—the tendency to average customer needs into one generic value proposition that resonates with no one. Through examples from airlines, pharmaceuticals, and B2B medical equipment, they demonstrate how needs-based segmentation can uncover opportunities that are often hiding in plain sight.
Why B2B Technology Companies Talk About the Wrong Things (opens the original)
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Why do technically superior products so often struggle to gain traction in the marketplace? In this episode, Tom and Mary explore one of the most common traps facing B2B technology companies: becoming so immersed in their own engineering expertise that they unintentionally communicate in ways customers don't value. Find out how to quickly gain better the customer insight that helps companies uncover opportunities hiding in plain sight.
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