The Flow State Podcast

Stuart P. Turner

Conversations with marketing and sales leaders on how B2B buying has changed and what to do about it. Hosted by Stuart P. Turner. Research from Gartner and Forrester consistently shows the same thing: buying decisions are made by groups of 6 to 16 people, preferences form before formal evaluation begins, and 80% of deals fail because the buying group cannot reach internal consensus. Yet most go-to-market is still built for individual leads. Each episode explores a different dimension of this shift - through solo commentary, co-hosted discussions, and practitioner interviews. Topics include buyer group intelligence, the 3C Framework (Connect, Converse, Convert), revenue operations, social selling, and the changing landscape of B2B growth. Current series: The Buyer Group Intelligence Playbook - an 8-part companion to the article series on findtheflowstate.com/insights. About Flow State: Flow State helps B2B companies realign their go-to-market around the buying groups that actually make decisions. Learn more at findtheflowstate.com.

  1. Where's the Chief Dissent Officer in your team? The value and power of challenging conversation with Ashton Tuckerman

    9 APR

    Where's the Chief Dissent Officer in your team? The value and power of challenging conversation with Ashton Tuckerman

    Your brand isn't what you say it is. It's what people say about you when you're not in the room. Season 4 opens with Ashton Tuckerman, General Manager at TwentyTwo Digital, unpacking her takeaways from Content Summit Australia 2026. We get into Eugene Healey's case for treating your brand like a teenager instead of a puppet, why Specsavers has won on showmanship while most of their industry defaults to rational messaging, and what happens when the rate of content creation outpaces your ability to approve it. From there we dig into the gap between what brands project and how they're actually perceived in market, why AI defaults to stripping personality out of everything it touches, the downstream commercial impact of inconsistent brand presence, and whether the measurement obsession of the digital era has done more harm than good. Then we get into the idea every team needs: a Chief Dissent Officer. Not the person who hates everything, but the one who constructively challenges ideas before they ship. Ashton shares how she and her head of digital model healthy disagreement openly for their team, the "try to break it" pre-mortem approach she picked up from a former CMO, and practical tools for moving conversations forward when you disagree but don't want to shut the room down. We close on why all of this connects: brand is a conversation, not a broadcast. And the quality of your internal conversations directly shapes how your brand shows up in market. About Ashton Ashton Tuckerman is General Manager at TwentyTwo Digital. Her career spans Flight Centre, Fairfax, Gathar, Youfoodz, and Havas. MBA from UQ. Studied leadership at Harvard. Check out TwentyTwo's new podcast Catch 22. Listen to Catch 22 here: https://music.youtube.com/playlist?list=PLoDW__M-iyb4g3eowTDov6FuP8ycmiV8N&si=N1MomVGu-r11koXP #findtheflowstate

    1hr 8min
  2. Complex sales deep dive! Government sales strategy and what we can learn from it in B2B (Part 2)

    13/12/2025

    Complex sales deep dive! Government sales strategy and what we can learn from it in B2B (Part 2)

    Jen joins Stu to conclude their discussion on the similarities between B2B and B2G - digging into the the complexities of the buyer groups, the way to create a solid foundation for your approach and how to manage your effort effectively against the yearly cycle.

    49 min
  3. The B2B sales solution you need in your life right now

    05/12/2025

    The B2B sales solution you need in your life right now

    Today Stu is selling himself (not like that guys, come on now...) Stu walks through he Hub™, Flow State's intelligence platform. It was built to solve our own pain points, and now we would love to know how it can help to solve yours. Learn more: https:/findtheflowstate.com

    14 min
  4. Complex sales deep dive! The challenges of selling to Government and the parallels with private industry (Part 1)

    28/11/2025

    Complex sales deep dive! The challenges of selling to Government and the parallels with private industry (Part 1)

    Jennifer Arnold joins Stu to discuss the unique challenges we face selling to Government; the complexity in buying groups, the influences on decision making and of course the value proposition. You might be surprised at the similarities with B2B buying and selling...

    47 min
  5. How Black Friday could be killing your B2B deals

    21/11/2025

    How Black Friday could be killing your B2B deals

    Once a great way to snap a consumer electronics bargain, now yet another sale in a seemingly endless cycle of sales in the retail year. So how is Black Friday killing your B2B sales potential? Listen in to find out.

    27 min
  6. Sales challenges (and opportunities?) at the close of 2025

    14/11/2025

    Sales challenges (and opportunities?) at the close of 2025

    Flipping the script today to focus on Sales! Interesting insight from real world conversations, reflections on a pretty tough year, and what we need to do to keep the numbers going up in 2026. #findtheflowstate

    20 min
  7. The pressures on APAC marketing budgets in B2B coming in 2026 - spooky halloween edition

    31/10/2025

    The pressures on APAC marketing budgets in B2B coming in 2026 - spooky halloween edition

    The scariest time of the year - no, not halloween - budgets! As usual marketing faces pressure on many fronts when it comes to budgeting. As we approach the end of the year, Stu walks through some of the key influences on the top and bottom line, and how you as a B2B marketer should be addressing them at the C-Suite table. #findtheflowstate

    40 min
  8. SXSW Sydney 2025 highlights, what the hell happened to this year & what's coming in 2026

    24/10/2025

    SXSW Sydney 2025 highlights, what the hell happened to this year & what's coming in 2026

    Ashton joins Stu to talk about her highlights and takeaways from SXSW Sydney, the dangers of chasing trends and why AI being everywhere is just not quite as exciting as it sounded at the beginning of the year. #findtheflowstate

    49 min
See All (41)

Ratings & Reviews

5
out of 5
3 Ratings

About

Conversations with marketing and sales leaders on how B2B buying has changed and what to do about it. Hosted by Stuart P. Turner. Research from Gartner and Forrester consistently shows the same thing: buying decisions are made by groups of 6 to 16 people, preferences form before formal evaluation begins, and 80% of deals fail because the buying group cannot reach internal consensus. Yet most go-to-market is still built for individual leads. Each episode explores a different dimension of this shift - through solo commentary, co-hosted discussions, and practitioner interviews. Topics include buyer group intelligence, the 3C Framework (Connect, Converse, Convert), revenue operations, social selling, and the changing landscape of B2B growth. Current series: The Buyer Group Intelligence Playbook - an 8-part companion to the article series on findtheflowstate.com/insights. About Flow State: Flow State helps B2B companies realign their go-to-market around the buying groups that actually make decisions. Learn more at findtheflowstate.com.

Information

  • Creator
    Stuart P. Turner
  • Years Active
    2023 - 2026
  • Episodes
    41
  • Rating
    Explicit
  • Copyright
    © Stuart P. Turner
  • Show Website
    The Flow State Podcast