Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
Perplexity Computer: A GTM framework for tech leaders
AI is moving from assistant to execution engine. The question for leaders is strategy, not which tool to use.
Read Fintech, GTMWhy your fintech pitch sounds exactly like everyone else’s (and why investors stop listening after slide 3)
Without a real go-to-market strategy, strong fintech becomes forgettable in a room full of similar pitches.
Read B2B Marketing, GTM, StrategyAI didn’t kill go-to-market discipline, it exposed the lack of it
Speed has not replaced discipline. AI has simply made weak go-to-market foundations easier to see.
Read GTM, StrategyAutomation scales confusion: the hidden cost of skipping go-to-market (GTM) fundamentals
Automation amplifies whatever is already there. If the fundamentals are unclear, it makes the confusion bigger and faster.
Read AI Search, GTMYour revenue isn’t broken, your go-to-market is (AI just made it more obvious)
Flat revenue rarely comes from a missing tool. It usually points to the go-to-market underneath.
Read GTM, StrategyWhen growth lacks clarity, leaders carry the cost personally
Constant effort, second-guessing and late nights. The personal cost of growth that keeps drifting.
Read B2B Marketing, GTM, StrategyThe hardest part of growth isn’t execution, it’s deciding what to stop
Teams rarely struggle for ideas. Focus comes from choosing what to drop.
Read B2B Marketing, GTM, StrategyWhen growth feels harder than it should, your GTM is probably working against you
Capable teams, disproportionate effort and a quiet fatigue in leadership. What it usually means.
Read B2B Marketing, GTMPipeline isn’t a forecast, it’s a lagging indicator of GTM health
Pipeline tells you how your go-to-market performed. It cannot tell you what happens next.
Read B2B Marketing, GTM, Podcast, StrategyWhy sales and marketing alignment fails even when everyone is doing the right things
Good data and real effort, yet the organisation still does not move forward together. Why that happens.
Read AI Search, GTMWhy modern B2B go-to-market strategy must prioritise brand reputation
AI search is changing how buyers research. Reputation now shapes the shortlist before anyone visits your website.
Read AI Search, GTM, StrategyThe AI Reckoning: Why 80% of Your AI Projects Are About to Fail (And How the 20% Will Win)
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…
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.