The reason B2B growth stalls. What you say vs what you do.
You think your marketing is working. So why isn’t your business growing?
You know you have a solid product and a capable team. Marketing activity that looks right on paper. But still, growth feels harder than it should: channels underperform, sales and marketing pull in different directions, and you don’t have a predictable pipeline.
Clients don't see the value as clearly as you do.
Most B2B leaders assume the problem is the message. Often, it isn't.
The real issue is the gap between what your business says and what it actually does, and how that misalignment slows down deals, erodes trust, and stalls your next growth phase.
💡 At this session, you'll walk away knowing:
The importance of identifying exactly what differentiates your business in the market
Why consistency of expression really matters
Answers to the question most leadership teams can't answer clearly: who are you creating value for, and how?
The single most common reason marketing activity fails to connect to revenue
A practical tool, the Value Map, that makes visible the connections between your narrative and your operations, so your whole leadership team can act on the same page
Real stories from B2B companies that closed the gap between story and execution and what changed when they did
🤝 Two experienced practitioners. One honest conversation.
Dr. Peter Lyall, has spent several decades helping B2B companies in international markets build corporate narratives that hold up under scrutiny, with clients, investors, and boards. His doctoral research at Henley Business School focuses on why branding advice that is paid for is often ignored, giving him a unique understanding of what really matters.
Dr. Alison Lyall, Founder of Ascent Advisory Services, works on the other side of the same problem: ensuring the business is built to deliver what the story promises. She has worked with C-suite leaders in US and European companies, governments and SMEs on strategy, M&A, regulation, corporate finance, risk and performance improvement. Her focus now is on helping companies understand how they use these tools to create value for their key stakeholders and how to get better at it.
Schedule
17:15 — Doors open, welcome & networking
18:00 — Session (approx. 45 min + 15min Q&A)
19:00 — Networking
20:30 — Event closes
This session is for you if you are:
A founder, CEO, or Marketing / Growth leader in a B2B technology company where growth has become harder to predict, marketing feels disconnected from the business, and past tactics are losing impact, and you want to see how high-performing organisations align narrative and operations to create sustainable growth.
About STOICA
STOICA partners with B2B tech companies in Romania at moments of growth and change, helping leadership teams build the strategic clarity and execution systems that make marketing measurable and tied to revenue. Clients include Druid, FintechOS, Backbone, FieldOS, and others.
About Ascent Advisory Services
Ascent Advisory Services was founded in 2021 to create a unique offering that combines the knowledge and experience of its directors in working with organisations to develop and grow the value of their brand, and the value of their business. Clients include Network Rail, the Port of Aberdeen, D2Zero, Gasuine and others.
Closed-circle event. Free to attend. Places are limited, secure yours now.