Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
The AI-powered GTM revolution: how AI is reshaping revenue generation
The trillion-dollar question isn't whether AI will transform go-to-market systems—it's whether your organization will lead or follow this fundamental shift. The modern go-to-market landscape resembles a…
Read StrategyThe Power of 1%: How a Small Conversion Lift Can Drive Millions in Revenue
The challenge of finding revenue gaps in an up and running B2B tech business can be a challenge. However sometimes it's the smallest improvements deliver the…
Read GTM, StrategyThe GTM Strategy VCs Can’t Ignore: A Founder’s Playbook
The Go-to-Market Blueprint: Foundational Questions for Founders For founders seeking venture capital, an innovative product is merely the cost of entry. The true challenge lies in…
Read AI Search, GTM, StrategyA Complete Guide to Google AI Mode
A Complete Guide to Google AI Mode: What It Is, How It Works, and Why It Matters This post is to educate users and digital marketers…
Read StrategyStop just writing plans and start building your own GTM engine
Most “GTM strategies” gather dust because they never become an operating system. With AI everywhere, it got me thinking, what is a GTM Engine…? So let’s…
Read B2B Marketing, GTM, StrategyDigital Clarity Launches Pilot Programme to Help Agencies Reduce Client Churn and Strengthen Growth
In response to rising client churn and shifting agency dynamics, Digital Clarity has unveiled a new Agency Pilot Programme designed to help digital and performance agencies…
Read AI Search, GTM, StrategyThe AI SEO Guide: How to Get Your Content Cited in Perplexity, Gemini, and ChatGPT
As the internet shifts toward AI-powered answers, being cited as a source is the new SEO gold. Perplexity, Gemini, and other generative AI tools are designed…
Read AI Search, GTMHow to Build Agentic AI Agents: A Complete Guide for Business Leaders (2025)
Learn to build autonomous AI agents that think and act independently. Step-by-step guide covering strategy, development, deployment, and ROI for business success in 2025. The business…
Read StrategyHow do I optimise my website to show in AI results?
Once upon a time, there was just Google... For years, ranking on Google was the dream. Keywords here, backlinks there, a sprinkle of alt text, and…
Read B2B Marketing, GTM, StrategyGTM Engineering: the new operating model for B2B growth
I recently wrote about Clay securing a $100m investment in its business and how this phenomenal new business was changing the sales landscape. When once marketing…
Read AI Search, B2B MarketingHow to dominate AI-Powered Search in 2025
The new rules of digital discovery are now in effect. How do you start? What do you do? Let's dive in. Picture this: A potential customer…
Read StrategyClosing B2B tech deals in 2025 – It’s not broken, it’s evolving
The modern B2B buyer isn’t necessarily harder to reach, they’re just harder to fool. B2B tech sales used to be a dance. Marketing warmed the lead,…
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.