The Accidental Marketer Podcast

Impact Planning Group
The 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. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.

  1. 1D AGO

    Using AI to Spark and Strengthen Differentiation Strategy

    The team shares how AI accelerates the development of differentiation strategies by generating ideas, offering analogies, and simulating impact on market share. It’s not just about brainstorming better—it’s about building and testing better strategies, faster.

    17 min

  2. JUL 3

    The Fog of AI: Lessons from the Last Digital Disruption

    In this episode, the team explores the “fog of AI war”—the disorienting rush toward new technologies without clear strategic purpose. Drawing on lessons from the early days of the internet and CRM systems, they reveal how companies often repeat the same missteps: chasing hype instead of focusing on customer needs.

    17 min

  3. JUN 20

    How AI is Reinventing the “Ability to Win” Analysis

    SWOT is out. Seeing yourself through the customer’s eyes is in. This episode breaks down how AI supercharges the Ability to Win framework, helping you prioritize more effectively, invest smarter, and compete with clarity.

    17 min

  4. JUN 6

    How AI Supercharges the Attractiveness Criteria

    AI takes the Attractiveness Criteria tool to the next level—removing bias, speeding analysis, and helping teams make smarter decisions. This episode explores how AI can uncover overlooked opportunities, align cross-functional teams, and bring strategic clarity to the table.

    16 min

  5. MAY 23

    Segmentation That Works: How AI Is Transforming the Hardest Part of Strategy

    In this episode, the team explores how AI is transforming segmentation from a strategic theory into a practical, scalable reality. Learn how AI makes the hard parts of segmentation—like identifying, bucketing, and acting on customer needs—faster, smarter, and finally actionable.

    18 min

  6. MAY 9

    Scenario Planning in Uncertain Times: Using AI and Tools to Stay Ahead

    In this episode, the team breaks down how to prepare for strategic uncertainty using AI, proven planning tools, and a wide lens on possible futures. Learn how scenario planning helps you move from reacting to leading when disruption hits.

    16 min

  7. APR 25

    How to Raise Prices After a Tariff—Without Losing Your Customers

    This episode explores how B2B companies can raise prices due to tariffs—without losing customer trust. The team shares a clear approach using segmentation, transparency, and strategic messaging to manage one of the toughest pricing challenges businesses face.

    18 min

  8. APR 3

    AI and the Benefits Ladder: Getting to What Customers Really Want

    In this episode, the team discusses how AI strengthens one of the most powerful strategy tools: the Benefits Ladder. Learn how it helps uncover meaningful customer needs, anticipate future shifts, and align your strategy with what truly drives B2B buying behavior.

    15 min
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Ratings & Reviews

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out of 5
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About

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. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.

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