George Coudounaris

George is the co-founder of The B2B Playbook, co-host of its podcast, and co-author of Closed Circuit Selling. Before moving into marketing, he worked as a corporate lawyer at Clifford Chance.

He has helped revenue teams at more than 300 B2B companies build demand generation systems that connect marketing, sales, and market intelligence. His work is built around the 5 BEs Framework, which he created with Kevin Chen after testing what small marketing teams could realistically execute and which activities contributed to revenue.

George writes and speaks about demand generation, paid media, content, sales and marketing alignment, and the problems created by traditional lead generation. He is particularly interested in how companies build trust with buyers who are not ready to purchase and how sales conversations can reveal timing that lead scores cannot.

He believes ads work best when they amplify a message that has already been tested. For early-stage companies, a few honest customer conversations can often teach marketers more than several months of paid campaigns.