Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
AWS Summit London 2025 – Innovation, Infrastructure, and the Strategic Gap Most Tech Companies Still Miss
“What does it take to build anything you imagine?”This was the opening question posed at AWS Summit London 2025 and it echoed throughout the day in…
Read GTM, StrategyWhy Your Sales Are Struggling & What High-Performers Know That You Don’t
The unseen forces killing your pipeline (and how to fix them). I was sitting across from a CEO, let’s call her Sarah, who was visibly frustrated.…
Read StrategyWinning the Construction Software Buyer
Why Early Engagement and Stakeholder Mapping Are Your Competitive Edge In the world of large-scale construction, project success increasingly depends on software, whether it's managing designs,…
Read GTM, StrategyGo-to-Market (GTM) for Tech Companies
How to Drive Sustainable Growth in SaaS, Fintech, and Beyond The concept of Go-to-Market (GTM) strategy has evolved dramatically over the past decade. Today, especially for SaaS, fintech,…
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 GTM, StrategyThought to Action: How AI Agents Are Reshaping Enterprise Productivity
Insights from McKinsey on the Strategic Role of AI Agents in Driving Business Transformation Based on McKinsey's article: What is an AI agent? Introduction In their…
Read StrategyGTM Strategy Isn’t a Launch Plan – It’s Your Growth Engine
Too many B2B tech leaders still think of Go-to-Market (GTM) strategy as a checklist: a positioning statement, some personas, and a press release to mark the…
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 StrategyThe Evolution & Future of Go-To-Market Strategies (GTM) in the Age of AI
A Go-To-Market (GTM) strategy is paramount to introduce products or services effectively. This comprehensive plan delineates how a company delivers its value proposition to customers and…
Read StrategyBridging the Gap Between Strategy and Operations
In the first quarter of 2025, Gartner's Chief Marketing Officer (CMO) Journal presents a comprehensive analysis of the evolving landscape that CMOs must navigate. Amid economic and…
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.