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 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 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 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,…
Read B2B Marketing, GTM, StrategyModel 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 StrategyHow to Double Your Revenue Without Spending More on Marketing
I’m not sure I should be sharing this with everyone but… I’ve finally cracked something that’s been holding B2B tech businesses back for years. A formula…
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 GTM, StrategyHow do I calculate ROI on my GTM strategy?
As a growth-focused B2B tech leader, you’ve probably asked yourself: “Is all this GTM planning actually worth it?” You’re not alone, and it’s a fair question.…
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 StrategyWhy software buyers click, then vanish
Last week, I met with the CEO and CMO of a promising building asset management software company. Their core product creates digital twins of commercial buildings,…
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.