<p>In this second episode, we continue our series on how buying decisions get made. John Wilkes sits down with our guest, Felipe Stark, a CTO who has been involved in many software and tech negotiations. He shares insights on the CTO's role, including what people typically assume about the job that is untrue in practice, and how he makes "build or buy" decisions. </p>

In this second episode, we continue our series on how buying decisions get made. John Wilkes sits down with our guest, Felipe Stark, a CTO who has been involved in many software and tech negotiations. He shares insights on the CTO's role, including what people typically assume about the job that is untrue in practice, and how he makes "build or buy" decisions.

<p>In this second episode, we continue our series on how buying decisions get made. John Wilkes sits down with our guest, Felipe Stark, a CTO who has been involved in many software and tech negotiations.&nbsp;He shares insights on the CTO's role,&nbsp;including what people typically assume about the job that is untrue in practice,&nbsp;and how he makes "build or buy" decisions. </p>

2. How B2B Buying Decisions Really Get Made: CTO #2

B2B in Flux is a podcast from the team at Somebody Digital, an award-winning global agency, exploring how modern B2B growth really works in an era shaped by AI, fragmentation, and constant change.

The show looks at how B2B companies create and execute strategy, how marketing and growth teams operate across complex systems, and how decisions are actually made and influenced inside organisations.
B2B in Flux is for experienced B2B marketers and leaders who want clearer thinking and a more honest view of what drives growth today.

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B2B in Flux is a podcast from the team at Somebody Digital, an award-winning global agency, exploring how modern B2B growth really works in an era shaped by AI, fragmentation, and constant change. The show looks at how B2B companies create and execute strategy, how marketing and growth teams operate across complex systems, and how decisions are actually made and influenced inside organisations. B2B in Flux is for experienced B2B marketers and leaders who want clearer thinking and a more honest view of what drives growth today.

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2. How B2B Buying Decisions Really Get Made: CTO #2

2. How B2B Buying Decisions Really Get Made: CTO #2