The Secret to Sparking Demand in a Stalled Market
with Doug Johnstone, Founder of Digital Pivot
Audio Only
Episode Description
What does it take to turn stagnant B2B portfolios into true growth engines in the age of AI? In this StrategyCast episode, we’re sharing breakthrough tactics to spark demand, master challenger selling, and position your brand as the first choice buyers notice.
Listen & Learn
- Lessons can marketers and business leaders draw from his approach to career pivots in challenging times
- The importance of design thinking in identifying core problems.
- How B2B teams can practically integrate design thinking into their sales or marketing process.
- How companies should adapt their messaging and outreach to connect with buyers who are already 70% through their decision journey before making contact.
- Why many B2B companies struggle with stagnant portfolios and declining sales.
- The role of talking to customers and validating product-market fit.
- His “Challenger Insight Selling” methodology and how it disrupts the traditional sales process.
- The importance of uncovering and leveraging a company’s unique IP (intellectual property).
Guest Bio
Doug Johnstone is the founder of Digital Pivot, a go-to-market consultancy helping B2B IT services and professional services firms pivot their business into growth markets. With over 25 years of leadership in services sales, GTM strategy, and delivery, Doug blends Challenger Insight Selling with proprietary frameworks to ignite demand in crowded, low-growth markets. His Offering Pivot methodology helps organizations surface hidden IP, reposition legacy services, and reset conversations with modern buyers shaped by AI. Doug is known for his practical, results-oriented approach and his ability to turn strategic clarity into commercial traction fast.
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