Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
Model Context Protocols (MCPs) – the new operating layer for AI
It's no longer enough for large language models (LLMs) like ChatGPT or Claude to simply generate well-written email responses and create content. The future of enterprise…
Read B2B Marketing, GTM, StrategyWhat is an MCP and how it can grow your business
One of the most significant developments in the evolution of AI systems, particularly large language models (LLMs), is the introduction of the Model Context Protocol (MCP).…
Read B2B Marketing, StrategyThe game has changed – and not in your favour
Two years ago, your Google and LinkedIn ads were printing leads. Now? You're shoveling budget into the void, praying something converts. You’re posting, podcasting, publishing, and…
Read B2B Marketing, GTM, StrategyThe changing face of search: how AI is rewriting the rules
Once upon a time, being “findable” online meant owning a good chunk of Google’s real estate. You optimized for keywords, earned backlinks, and hoped your carefully…
Read B2B Marketing, GTM, StrategyWin customers, secure funding and scale with confidence
People often ask how we work with clients. It can seem like a loaded question but like most successful principles in business as in life, it’s…
Read B2B Marketing, GTMIf you’re not on “AI Search” you’re nowhere
The importance of Generative Engine Optimization or GEO and Answer Engine Optimization as part of your GTM motion. The latest report from Bain* makes sober reading…
Read B2B Marketing, GTM, StrategyHiring an AI-Driven CMO? The 10 Questions to Ask Marketing Leaders
Hiring the right Chief Marketing Officer (CMO) is more crucial and more complex than ever. The challenge lies in filtering those who not only use AI but…
Read B2B Marketing, CCAAS, CX, GTMDriving Sales for CX Software and CCaaS
Challenges and strategies driven by technological advancements and shifting customer expectations. The Customer Experience (CX) Software and Contact Center as a Service (CCaaS) sectors are experiencing…
Read B2B Marketing, GTM, StrategyWhy a Strong ICP Is Useless Without a Smart GTM Strategy – How to Get Both Right
Companies love to talk about their Ideal Customer Profile (ICP), but most stop short of leveraging it meaningfully. Without embedding the ICP into a holistic go-to-market…
Read B2B Marketing, GTM, StrategyStrategies for Tech Companies to Navigate & Thrive in 2025
As we progress through 2025, the software industry is undergoing unprecedented transformations driven by technological advancements, evolving customer expectations, and emerging security threats. Tech companies across…
Read B2B Marketing, GTM, StrategyA Go-to-Market (GTM) Strategy for Tech Leaders
A Go-to-Market Strategy for Tech Leaders Without a proper GTM strategy, even the most innovative products can fail to make an impact. The Digital Clarity Difference…
Read B2B MarketingB2B Software Marketers – put yourself in your customer’s shoes
There are 1,000,000+ software options to help any business streamline processes, become more efficient, or increase security. How can they find the best solution for their…
ReadA tool to use this week
Why interested buyers don’t buy.
Five questions to examine one stalled opportunity before you change the pitch. A first pass takes about 15 minutes.
Use the emails, proposal or notes you already have. Write what the buyer actually said. Where you are guessing, write unknown.
01Why change?
What problem did the buyer say they needed to solve? What happens if they leave it unresolved? Use their words or evidence; otherwise write unknown.
02Why now?
What makes this a priority alongside everything else they could spend time or money on? A deadline needs a source.
03Why this offer?
What are they comparing you with, including doing nothing? What matters to them that your offer can credibly deliver? Could this answer apply to almost any buyer? If so, make it specific to this opportunity.
04Why believe it?
Which claim needs proof? What evidence have they seen, and what did they say about it? A case study is useful when it addresses their concern.
05How does buying happen?
Who else is involved? What must they approve, and what would adopting the offer require? Include budget, procurement, implementation and switching effort where relevant.
Seeing the same issue across several deals?
Bring the opportunities to a conversation. We’ll look at what they have in common and what to fix first.
A 25-minute conversation. No preparation required.