With an average tenure of only 18 months, most Chief Revenue Officers (CROs) won’t last long enough to see their second annual planning cycle.
My theory: that churn comes from boards and CEOs still clinging to the Predictable Revenue model that...
I’ve reviewed and torn down hundreds of LinkedIn ads over the past few years, and the same patterns show up a lot:
This is a long post, so here's the TL;DR
Intent data became an important part of the ABM playbook because it helped Marketing and Sales figure out which target accounts might be moving into a buying window. It could also surface companies you weren’t actively watching yet, giving you a way...
For all the money, software, automation and artificial intelligence we have thrown at B2B prospecting, an awful lot of it still looks suspiciously like the system Aaron Ross popularized in Predictable Revenue: define the ICP, build the list, find...
Sales keeps asking for better leads.
Marketing keeps pointing to engagement, intent signals, downloads, and website activity.
Then everyone ends up in the same meeting wondering why so little of it is turning into qualified sales conversations.
The...
Most outbound emails are terrible.
In theory, that should make it easy to stand out. I mean, if everyone else is sending lazy AI personalization, generic compliments, and emails that somehow manage to say “I researched you” without demonstrating...
For the better part of the last decade, B2B marketers have been told that serious account-based marketing requires an expensive intent-data engine telling you which accounts are supposedly in market.
And for a while, those platforms were pretty...
Somewhere along the way, we decided the cure for ignored sales pitches was to prove we’d looked somebody up.
