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.
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.
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...
At a recent roundtable discussion with SaaS marketing and revenue leaders, one participant described an AI initiative that had consumed months of effort and produced little in return.
