The Strategic Shift Behind EndeavorB2B's Growth and Why It Matters for the Entire Industry
# B2B
# Artificial Intelligence
# Marketing
# sales
What EndeavorB2B’s transformation reveals about the future of audience strategy, revenue leadership, and the new expectations placed on modern CMOs.
Heather Holst-Knudsen
There is a real shift happening inside the media, events, and information ecosystem, yet most leaders still underestimate the scale of change required to meet the expectations of the market. This is why my conversation with Amanda Landsaw, CMO of EndeavorB2B, stood out. What Endeavor is doing is not incremental. It is structural, intentional, and tied directly to the realities of how revenue moves in today’s environment.
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A Rebrand That Signals a Much Bigger Evolution When Endeavor removed “Business Media” from its name, it was not a cosmetic branding exercise. It reflected years of internal progress as the company moved from a collection of stand-alone media brands to a unified platform that brings scale, intelligence, and measurable impact to clients across more than a dozen industries.
Yes, the media brands still matter. They create the credibility, the trust, and the contextual reach that B2B marketers rely on. But Endeavor’s true advantage now comes from its ability to combine these brands into a system that delivers access, influence, and solutions across a wide spectrum of decision makers.
This is the new pattern across high-performing companies. Clients no longer buy placements. They buy business impact. And that requires a capability set that spans marketing, data, and enterprise-level selling.
Enterprise Selling as a Growth Engine
Amanda walked through how Endeavor redesigned its sales structure so enterprise sellers can support multi-vertical clients while brand sellers focus on their specialized markets. This is a move more companies in our space need to make, yet few are ready for the internal recalibration it demands.
The payoff is significant. Larger contracts. More resilient client relationships. Stronger visibility into revenue pipelines. It shifts conversations away from channel-level tactics and toward strategic outcomes.
Endeavor is proving something many leaders feel but have not acted on. Enterprise selling is not optional. It is the structure required to support modern buyers, especially those seeking cross-industry reach.
Marketing Has Become the Center of Gravity
Amanda and I are completely aligned on this. Marketing, as a function, has expanded far beyond campaign execution. Modern marketing leadership requires fluency in data, product, privacy frameworks, technology landscapes, and revenue influence.
Endeavor treats marketing as a strategic engine. It informs product, powers sales, expands audience intelligence, and accelerates how quickly the organization can respond to the market. Amanda’s remit covers everything from MarTech to customer marketing to audience strategy. This is exactly where the industry is heading.
A marketer who only knows how to create assets cannot drive growth at scale anymore. A marketer who understands data and can translate insight into action becomes a multiplier for the entire business.
AI as Infrastructure, Not a Shortcut
One of my favorite parts of our conversation was learning how Endeavor approaches AI. They are not chasing trends or looking for easy wins. They are building systems, training teams, and integrating AI into workflows so the organization becomes faster, smarter, and more capable.
AI does not remove the need for expertise. It amplifies the value of strong thinkers. Amanda’s team understands this and is using AI to sharpen execution, not replace talent.
The gap between companies who do this well and those who delay will widen quickly.
Privacy by Design Creates Advantage
When Amanda described Endeavor’s privacy-first discipline, I could not help but smile. This is the exact mindset our industry needs. Privacy is not paperwork. It is not a box to check. It is an operational philosophy that protects the foundation of every information company: audience trust.
Endeavor has embedded privacy into product development, marketing strategy, and data practices. This allows them to innovate responsibly while strengthening both customer confidence and long-term value creation.
Companies that take shortcuts here will limit themselves. Those that invest in privacy as a strategic asset will expand their ability to deliver high-value, compliant solutions.
A Fun Fact That Reveals a Lot About Amanda
Long before she was leading data-first marketing transformation, Amanda spent part of her career courtside with the WNBA’s Tulsa Shock. At barely five foot two, she often found herself on camera standing next to players who were 6’7” or 6’8”, something she still laughs about today.
What stood out wasn’t the height contrast - it was her comfort jumping into environments where she was the outlier. It reflects how she leads now: confident, adaptable, and willing to step into big spaces without hesitation.
The Modern CMO Role Has Become a Revenue Role
Amanda stepped into Endeavor’s first-ever CMO position, and the role is expansive. Growth influence, pipeline support, enterprise collaboration, sales alignment, technology oversight. This is the profile of the modern marketing leader.
Companies that still treat marketing as a communications function will fall behind. Companies that position marketing at the center of strategy, intelligence, and revenue generation will pull ahead.
This is the kind of leadership our industry needs right now. Leaders who are willing to rethink how value is created, who understand that growth requires alignment across data, marketing, product, and revenue teams, and who push their organizations toward clarity instead of complexity.
That is the exact reason we created RevvedUP 2026and Revenue Room CXO. These are not conferences. They are working sessions for CEOs and senior executives who want sharper strategy, stronger operating systems, and a network of peers who challenge their thinking. If this conversation with Amanda helped you see your business through a new lens, then you belong in a room built for forward-focused leaders. Join us and experience the environment where direction becomes obvious, decisions speed up, and your next stage of growth takes shape.
