The pipeline machine is running harder. Getting less. Here's why. Own the room 🎙️ When CAC climbs and conversion slips, everyone reaches for the same fix: work the funnel harder. Here's the reframe that stops it: • The SaaS model was built to capture demand. Nothing in it was built to create demand. You can't harvest a field nobody planted. Say it the next time the team gets blamed for numbers the model produced. How the model used to work ⚙️ The original SaaS go-to-market assumption was...
20 days ago • 1 min read
AI is reading your buyers' minds. Is your brand in there? Own the room 🎙️ • Your buyers are building shortlists by asking AI "who are the top vendors for this?" before they run a single search. • The line to remember: AI surfaces reputation. Not ad spend. Bring it to your next conversation about AI and pipeline. Most of your peers haven't connected this yet. Why the research window is closing ⌛ The research phase used to be open. An unknown vendor with a great piece of content, a well-placed...
27 days ago • 1 min read
Your brand lives in a deck. It should live in your business. Own the room 🎙️ • Most brand strategies live in marketing. • The strong ones live in sales, onboarding, and the product roadmap too. The line worth keeping: if your brand only shows up in campaigns, you don't have a brand strategy. You have a style guide. Use it the next time someone treats brand as a marketing job. 👉🏼 The 3 levels brand has to live in A brand idea has to be active in three places to build any real advantage. 1....
about 1 month ago • 1 min read
"We empower teams to transform operations." Nobody knows what that means. Own the room 🎤 • Most brand strategies describe what a company believes. "We empower teams to transform how they work." • Every competitor could say the exact same thing, which tells a buyer nothing. • A real brand idea describes how you compete, not what you believe. The test: if it can't tell you who your customer isn’t, it isn't a strategy. It's a mood board. Run that test on your own positioning before the next...
about 1 month ago • 1 min read
You're running ads nobody remembers. Here's why. Own the room 🎤 • An impression lasts hours. A memory lasts years. • Most B2B media plans buy a lot of the first and almost none of the second, then wonder why the spend isn't moving anything. • An impression is a moment of exposure. A memory is what makes a buyer think of you six months later, when the deal is real. Next budget review, ask which one each line is actually buying. What actually sticks 👇🏻 Memory forms through four things: Multiple...
about 2 months ago • 1 min read
95% of your market isn't interested right now. Are you talking to them? Own the room 🎤 • At any given moment, 95% of your market has no active need. • Yet most teams spend all of their budget on demand gen, optimizing for the 5% who are buying. • The most rigorous data in B2B puts the right budget split closer to 46% brand, 54% demand gen. • That gap is where competitive advantage lives. Bring that split to your next budget conversation. Why the 95% matters 👇🏻 The 95% who aren't buying today...
about 2 months ago • 1 min read
Your buyers already know who they're going to pick. It's probably not you. Own the room 🎤 • Most B2B deals are decided before the buying process begins. • Out of every 100 deals that open, 57 go to a brand already on the shortlist. • Only 3 go to a brand discovered after the search starts. • Your demand gen machine is built to fight for those 3. Say that in your next pipeline review. It changes the conversation. Where the battle is actually won Enterprise buyers do not start from zero. When a...
2 months ago • 1 min read
I went quiet for two years. Here’s what I built while I was gone. A while back, I put out Big Brand, Small Budget. The idea was simple. Most B2B companies were spending everything on the slice of the market that was actively buying and ignoring everyone else. I showed you how to reach the other 95% without a Fortune 500 budget. A lot of you found me through that. Some of you shared it with your team and put the ideas to work. Then I went quiet. Not because I ran out of things to say. But...
2 months ago • 1 min read
Are you selling complicated or complex services to people who don’t fully understand the value of what they’re getting? It’s a common problem for a lot of software and technology companies, especially when the people who use their products (developers) aren’t the ones who actually buy them (business executives). This is a quick story of how we helped a highly technical organization clearly articulate their business value in a more simple and human way. Estimated read time: 2 minutes and 30...
over 2 years ago • 2 min read