I’ve spent enough time on cold outreach to know what it feels like from both sides.
I’ve spent enough time on cold outreach to know what it feels like from both sides.
In a recent discussion with a client, their CEO asked a question that surfaces in many B2B companies once advertising budgets start to grow.
“Are these LinkedIn ads actually working?”
How much are you spending on LinkedIn ads that never turn into sales conversations?
The pressure to generate pipeline hasn’t gone away, but the channels that used to make that job feel manageable are getting less predictable.
In conversations with CEOs about their go-to-market strategies, I increasingly hear the same concern: channels that once produced pipeline with some degree of predictability are no longer performing the way they used to.
The New York Times recently put an extraordinary number on the private equity exit problem: 33,575 companies were sitting unsold in PE portfolios as of June 30, 2026, more than double the...
Somewhere along the way, sophisticated B2B marketers decided that “lead generation” belonged in the same dusty closet as trade-show fishbowls and three-ring sales binders.
And having spent more than 30 years in marketing positions, I get it.
Back in...
Third-party intent data became popular for a good reason.
Buyers were doing more of their research online and through social networks before talking to sales, and companies wanted to identify intent early enough to get into the buying process before...
For a long time, the Predictable Revenue model worked. Marketing generated clicks, SDRs worked large lists through standardized sequences, and AEs closed enough of them to justify the machine.
As those tactics became less effective—buyers stopped...
