Description:
Michael Haynes shares his journey from large corporate strategy roles to building a practical go-to-market approach for small and mid-sized B2B firms. After years working in banking, consulting, and telecommunications, he saw firsthand how structured growth strategies helped large organizations scale. But when he transitioned to working with smaller professional service firms, he realized those same ideas rarely translated directly.
The conversation explores how Michael adapted corporate B2B strategy into something practical and actionable. Instead of complex research and large segmentation projects, he focuses on clarity. Identifying the right markets, understanding buyers, aligning services, and building cross-functional growth plans. The result is a structured yet realistic approach that smaller firms can actually execute.
Throughout the episode, Michael also reflects on leaving corporate, starting his own consulting practice, and the lessons learned along the way. From landing his first client to building a sustainable pipeline, the discussion centers on the fundamentals of building a growth strategy that works in the real world.
Key Takeaways:
- Corporate growth principles still apply to small B2B firms when simplified
- Market clarity is the foundation of effective go-to-market strategy
- Growth comes from acquisition, retention, and expansion, not just new clients
- Choosing target markets is more powerful than trying to serve everyone
- Small firms need practical strategy, not enterprise complexity
- Builders must balance delivery work with intentional business development
Michael Haynes
Michael Haynes is the Founder and Principal Consultant at Listen Innovate Grow.
For over 25 years, Michael has worked with companies ranging from micro-businesses to large corporates across Australia, Asia, Canada and the USA to develop and implement customer strategies and programs to drive business growth.
His passion is helping CEOs and Business owners of small and medium-sized businesses operating in B2B markets to achieve the growth and impact they seek. Michael is also an avid traveller and is regularly invited to be a guest speaker and panellist for an array of SME events and podcasts across Australia, Canada and the United States.
THE MEAT OF IT!
1. Michael’s Path from Corporate to Independent Consulting
- Starting in banking, consulting, and telecommunications
- Learning B2B strategy inside large organizations
- The moment he chose to leave corporate
- Travel, reset, and launching his consulting practice
2. Why Small and Mid B2B Firms Struggle with Growth
- Corporate frameworks don’t translate directly
- Lack of market clarity and positioning
- Overreliance on referrals and reactive selling
- Missing cross-functional growth alignment
3. Translating Corporate Strategy for Smaller Businesses
- Using the same principles, simplified execution
- Market segmentation without large research budgets
- Identifying priority industries and buyers
- Building practical go-to-market structure
4. The Role of Market Insight in B2B Growth
- Understanding industries, buyers, and problems
- Choosing where to focus instead of chasing everything
- Aligning services to real market needs
- Moving from generalist to intentional positioning
5. Client Acquisition, Retention, and Expansion
- Growth beyond just winning new clients
- Expanding relationships inside accounts
- Creating long-term revenue opportunities
- Building sustainable B2B growth
6. Lessons from Building an Independent Practice
- Finding the first client through network
- The need for a deliberate growth strategy
- Balancing delivery and business development
- Continual learning as a solo builder
Check out these related Episodes:
- Episode 269: Tetiana Kobzar – Creating Products People Love to Use with Behavioral Design & Gamification
- Episode 268: Joel Salomon – Turning a Manual Process Into Scalable Software
- Episode 260: Lorraine Ball – Building Strategic Agency Teams Without Order Takers
