No one sells (or markets!) in a silo!
We know B2B group dynamics are different yet how can you use these dynamics to produce better results. I sat down with David van Schaick at The Marketing Practice to discuss this very thing in the next Think Human episode.
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When we started working on Think Human we focused on the individual, yet in B2B, the average number of stakeholders is 6.8 (thanks Harvard Business Review).
We know group dynamics are different yet how can you use these dynamics to produce better results. I sat down with David van Schaick at The Marketing Practice to discuss this very thing in the next Think Human episode.
Are you accounting for multiple stakeholders in your sales and marketing?
About Riaz
I've spent over 25 years founding and scaling B2B companies - as COO, CEO, CMO and CTO, often across the same company's lifecycle. An engineering degree from UCL and an MBA from Bayes means I understand both the technology and how a business actually runs around it.
I co-founded Digital Oxygen, which was acquired by Silverpop and later by IBM. I scaled Profusion from 15 people to 100. I founded and led Radiate B2B for nine years, building the first MCP-based AI connector for LinkedIn Advertising, before closing it in 2026 rather than rebuild around a declining display-advertising market.
Today I run Connected Paths, an AI implementation consultancy, and work directly with a small number of B2B founders and CEOs through advisory, fractional COO/CMO work, mentoring and speaking. I've mentored 50+ founders through Techstars, UCL and Bayes, and chaired the Cass Entrepreneurs Network for its 3,000 alumni and investors.
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