Most companies don’t have a marketing problem.They have a system that prevents marketing from ever driving growth. They build support functions, call them go-to-market, and wonder why the revenue isn’t moving.Support function marketing and GTM marketing are not the same thing. One drives activity. The other drives revenue.Below I outline the difference of the two, leveraging two GTM frameworks I
Every week, another headline.Thousands of roles eliminated, with AI cited as the reason. And the message filtering down to CEOs everywhere is the same: automate faster, cut deeper, show the market you are serious about efficiency.If you are a CEO, you are either already under pressure to make similar cuts, or you are watching your peers do it and wondering
A few weeks ago, I published a piece on The Expensive Chaos of Random Acts of Marketing – a flurry of disconnected tactics with no strategic thread, no measurement framework, and no understanding of what actually drives business forward.The response told me CEOs recognized themselves in it.
For what seems like eternity, leadership teams have spent enormous energy optimizing their sales pipelines.But a new benchmark suggests we may be optimizing the wrong part of the buyer’s journey.According to the 2026 LinkedIn Ads Benchmark Report, 81% of the B2B customer journey now happens outside the sales pipeline.
That means the majority of the purchase decision is already being
CXO’s -For every dollar you spend acquiring a new customer, how many dollars does that customer actually return to your business over their lifetime?
If you don’t know this number – or worse, if it’s less than three – you’re not building a growth
Let me ask you something most CEOs avoid answering honestly:Is your marketing team executing a strategy, or are they performing a series of disconnected activities that feel productive but are impossible to defend financially?If you hesitated, you’re not alone. And that hesitation is costing
If you are running a mid-market business with revenues of at least $10M, you have probably felt this shift.Growth used to feel simpler.
Deals closed faster.Referrals came in more consistently.Marketing worked, even when it was scrappy.Now, despite doing more, growth feels heavier and harder.Sales
A Real-Life M&A DisasterThe deal closed. The press release went out. And then leadership moved on to the next priority.Within weeks of the deal close, sales teams globally were asked at the annual sales kickoff to sell newly acquired technology they did not understand. Despite me urging leadership to slow down and properly lay the foundation, no one had clearly