By John Common, Founder & CEO, Intelligent Demand
Friends of ID,
If you’ve ever been crazy—or fortunate—enough to found a company… that attracts amazing employees… that solves a set of important problems… that wins the trust of customers… that survives… and grows… and learns… and succeeds… you realize there MAY come a day when you write a letter like this one.
And then that day arrives, and you think to yourself “Wow. This is happening.” So here goes:
After 14 years of building Intelligent Demand from an idea into a purpose-driven B2B growth services firm, Intelligent Demand has been acquired and is joining forces with 2X, a like-minded, global B2B marketing services firm.
I can’t wait to tell you all about it!
But a good place to start is the official press release, here. Go check it out.
Then, watch this video of me and Dom Colasante, 2X’s CEO and founder, talking about why this partnership is so exciting.
Keep reading to learn the back story and what this means for our employees, customers, and partners.
A Major Milestone
This isn’t just a press release; it’s a major milestone in ID’s ongoing journey. Over the years, we’ve earned the trust of remarkable clients and partners, and attracted a team of incredibly talented people who live and breathe the art and science of creating meaningful growth. Now, after years of politely saying “no thanks” to firms that wanted to join forces with us, we’ve found the perfect fit with 2X. Their capabilities, culture, and vision align so well with ID’s that it almost feels uncanny. 2X genuinely loves who we are, what we do, and what we’ve built. This combination isn’t about changing who we are—it’s about amplifying our impact.
Why This Matters: The Twin Challenges of B2B Growth
CMO‘s, CRO’s, and other revenue leaders are struggling to solve two extremely difficult problems right now:
- They have to rethink, redefine, innovate, and up-level the way they go to market and drive growth. This is all about growth effectiveness.
- They have to align their execution resources and operating model with their budget realities more than ever before. This is all about growth efficiency.
Solving ONE of these problems is tough. Solving BOTH at the same time can feel nearly impossible. That’s exactly where ID+2X can help.
2X+ID Solves These Challenges with Game-Changing, Complementary Capabilities
By joining forces, 2X+ID offers our clients both the strategic excellence and integrated growth strategies ID is known for, along with 2X’s unparalleled global delivery model and cost-effective execution. This is not about changing anything we’ve built at ID—instead, it’s about adding new capabilities, resources, and scale. We’re taking our purpose of “meaningful growth” and supercharging it. In 2025 and beyond, we’ll be better equipped than ever to help you achieve sustainable, measurable growth—even in a world that demands more with less.
What Does This Mean for Our Customers?
- Same Team, Same Commitment: You’ll continue to work with the trusted ID consultants, strategists, and client success managers you know. Our methodology, approach, and relationship style are here to stay.
- More Resources, More Capabilities: With 2X’s global scale and delivery power, we can help you do more, faster and smarter, while maintaining the integrity and impact of the programs we design together.
- Enhanced Efficiency and Flexibility: This partnership gives you expanded options. Want to launch a global ABX initiative or ramp up your content production? We can now bring more talent, more tools, and more capacity to the table—without adding unnecessary complexity or cost.
- The Future of B2B Growth: Together, we’ll continue to innovate, adapt, and lead. With advanced RevOps, creative services, media and digital programs, plus deep specialization in cutting-edge technologies and platforms, we’re better positioned than ever to help you win in the market.
Leadership and Stability
I am remaining at the helm of Intelligent Demand, reporting to 2X’s CEO and founder, Dom Colasante—a leader I trust and admire. Our values, culture, and passion for your success haven’t changed. We’re simply joining a team that allows us to scale the best of what we do. We’re not going anywhere; we’re growing, evolving, and leaning into an even brighter future.
We’ll keep you informed as we roll out new offerings, integrate capabilities, and uncover opportunities to serve you even better. For now, it’s business as usual—just with a stronger foundation and a bigger toolbox. Our purpose, our people, and our promise remain the same.
Serious Gratitude
To our employees: You are the beating heart of Intelligent Demand. Your skill, dedication, and belief in our purpose, our mission and our values have made us who we are. Now, with 2X, we can open new doors for your professional journey. Thank you for pouring your full, real selves into building and being the kind of team that so many companies and people rely on. Thank you for who you are. This is game on for you and for our team!
To our customers: Your trust has always been and will always be a profound honor and responsibility that we take incredibly seriously. Everything we do—every strategy, every play, every campaign, every tactic, every step—centers on helping you achieve meaningful, measurable, transformational growth. For your company, but also for you as professionals and people. We’re beyond excited to show you what we can accomplish together with even more resources behind us. Watch out–we’re going to do even more amazing, growthful things together!
To our partners: You’ve helped shape our journey, from technology and platform ecosystems to strategic alliances. We look forward to deepening these relationships and forging new ones as we take our shared solutions to the next level. We succeed and grow together, and this just pours more fuel on that fire!
This next chapter is about possibility and promise. It’s about merging two visions for a future where B2B leaders can confidently pursue growth and efficiency at the same time. I can’t wait to see what we achieve together. I’m here for it all.
Excited and proud to continue growing with you,
John Common
Founder & CEO, Intelligent Demand (a 2X Company)