Reggie James

AI didn’t kill go-to-market discipline, it exposed the lack of it

B2B Marketing, GTM, Strategy

There is a growing narrative in technology leadership circles that AI has changed the rules of go-to-market. That speed now matters more than discipline.That automation beats judgement.That strategy can be inferred from data rather than deliberately set. This narrative is convenient. It suggests the old rules were inefficient and that success now belongs to those […]

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Automation scales confusion: the hidden cost of skipping go-to-market (GTM) fundamentals

GTM, Strategy

Automation promises speed. Faster outreach.Shorter sales cycles.More efficiency with fewer people. For leadership teams under pressure to grow, that promise is hard to resist. Especially when AI tools make execution feel effortless. But there is a less discussed reality playing out inside many organisations:automation does not create clarity. It amplifies whatever already exists. When go-to-market

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AI wont fix your GTM

Your revenue isn’t broken, your go-to-market is (AI just made it more obvious)

AI Search, GTM

If you are a CEO looking at flat or unpredictable revenue, it is tempting to believe something in the machine is broken. The sales team needs better tools.Marketing needs more leads.AI will finally fix efficiency. So you invest again. New platforms. New dashboards. New automation. More activity. Yet the numbers do not move in any

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When growth lacks clarity, leaders carry the cost personally

GTM, Strategy

Most conversations about growth focus on numbers. Revenue.Pipeline.Forecast accuracy. What gets talked about far less is how growth actually feels to lead when things start to drift. Not dramatic failure.Not visible collapse. Something quieter. A constant sense of effort.Persistent second-guessing.The feeling of carrying too much context in your head at all times. This is the real cost

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The hardest part of growth isn’t execution, it’s deciding what to stop

B2B Marketing, GTM, Strategy

Most leadership teams do not suffer from a lack of ideas. They suffer from an excess of them. New segments look attractive.New channels show early promise.New use cases emerge through sales conversations. Each one feels like progress. Each one feels rational. None feels obviously wrong. And yet, growth slows. Execution becomes harder. Focus diffuses. Teams

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When growth feels harder than it should, your GTM is probably working against you

B2B Marketing, GTM, Strategy

There is a particular kind of fatigue that shows up in tech leadership. Not burnout. Not loss of ambition. A quieter frustration. The sense that growth now requires more effort than it used to. That progress feels heavy. That every gain seems to demand disproportionate energy. Targets haven’t changed. The team is capable. The market

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Pipeline isn’t a forecast, it’s a lagging indicator of GTM health

B2B Marketing, GTM

There is a moment most leadership teams recognise instinctively. Pipeline looks healthy.Deals are in play.The numbers feel reassuring. And yet, a few weeks later, the shortfall arrives anyway. Forecasts slip. Deals push. Targets get missed. The post-mortem begins. The uncomfortable truth is this. Pipeline rarely tells you what is going to happen. It tells you

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Why sales and marketing alignment fails even when everyone is doing the right things

B2B Marketing, GTM, Podcast, Strategy

There is a particular kind of leadership meeting that should feel reassuring, but never does. Everyone has data. Everyone has explanations. Everyone appears to be doing the right things. And yet growth feels stubbornly flat. No single function is obviously underperforming. No one is acting irresponsibly. But the organisation is not moving forward with the

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B2B go-to-market strategy

Why modern B2B go-to-market strategy must prioritise brand reputation

AI Search, GTM

B2B technology leaders are facing a structural shift in how buyers discover, evaluate, and select vendors. Long-standing assumptions about search visibility, content performance, and funnel progression are no longer reliable. AI-driven search and synthesis tools are reshaping the earliest stages of the buying journey, often before a prospect ever engages directly with a brand. A

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The AI Reckoning: Why 80% of Your AI Projects Are About to Fail

The AI Reckoning: Why 80% of Your AI Projects Are About to Fail (And How the 20% Will Win)

AI Search, GTM, Strategy

80% fail. 20% transform their business. The difference isn’t technology—it’s governance, strategy, and execution discipline. Which group are you in? Let me guess: You’ve spent the last 18 months in “AI exploration mode.” You’ve run pilots. You’ve attended webinars. You’ve tasked someone to “look into AI agents.” Your competitors are doing the same thing. And

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Product-Market Fit for B2B SaaS: A CEO's Guide to Measurement That Actually Works

Product-Market Fit for B2B SaaS: A CEO’s Guide to Measurement That Actually Works

PMF, Strategy

Why Traditional PMF Metrics Fail Early-Stage Companies ALSO READ OUR Top 7 questions about product-market fit for B2B SaaS CEOs – with answers If you’re a B2B SaaS CEO struggling to figure out whether you’ve actually achieved product-market fit, you’re not alone. The honest truth is that traditional metrics don’t help much in the early

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