Kyle James
Director & Principal Analyst
kjames@3sixtyinsights.com

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Kyle is a seasoned technology problem solver and product management leader with over two decades of experience. He has founded two successful startups, nuCloud and .eduGuru, both of which exited, and was among the earliest team members at HubSpot (NASDAQ:HUBS) and OneScreen.ai. Throughout his career, Kyle has been instrumental in building and scaling innovative solutions across various industries, driving both product and business growth. His contributions have helped organizations navigate complex challenges, launching products that resonate with users and generate meaningful value. While he’s a self-professed tech geek, Kyle’s true passion lies in helping people solve problems through technology. His approach is grounded in a belief that there’s always a better way to do things, and he thrives on challenging the status quo. Whether leading product development or mentoring teams, Kyle is deeply focused on simplifying workflows and creating solutions that deliver measurable impact. His hands-on leadership style fosters collaboration, empowering teams to push boundaries and achieve successful outcomes. Obsessed with knowledge and driven to share what he learns, Kyle enjoys troubleshooting, problem-solving, and improving processes to create lasting impact. His relentless curiosity and commitment to continuous learning ensure that he is always evolving, finding new ways to drive innovation and inspire those around him. He is dedicated to the idea that technology, when applied thoughtfully, can transform how we work and live.

Ditching Buyer Personas: Why AI-Powered Hyper-Personalization Puts Content Back on the Throne

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For years, go-to-market (GTM) teams have relied on buyer personas to shape their sales and marketing strategies. But let’s be honest—these generic customer profiles often miss the mark, forcing marketers to make assumptions about their audience instead of engaging with real insights. In the latest episode of the GTM Innovators Podcast, I sat down with Nick Zeckets, founder and CEO at Air Traffic Control, to discuss why buyer personas are dead—and how AI-powered hyper-personalization is finally unlocking the ability to deliver the right content, to the right person, at the right time. One major takeaway? Content is still king—but the way we create and distribute it needs to evolve. Why Buyer Personas Fall Short in the Age of AI Buyer personas were created as a […]

GTM Innovators: Ditching Buyer Personas – Mastering Hyper-Personalization in Modern GTM

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In this episode of “Ditching Buyer Personas: Mastering Hyper-Personalization in Modern GTM,” host Kyle James sits down with serial entrepreneur and content aficionado Nick Zeckets the CEO at Air Traffic Control to explore the evolving landscape of AI-driven marketing. From delivering the right content at precisely the right time to automating relevance at scale, Nick shares why traditional buyer personas are losing their power—and how organizations can embrace hyper-personalization for more meaningful engagement. Tune in for a deep dive on leveraging real-time data, refining your content strategy, and empowering teams across sales, marketing, and customer success to create truly individualized experiences. Subscript to GMT Innovators Series on the following platforms: SoundCloud: https://soundcloud.com/research-859405782 YouTube: https://www.youtube.com/playlist?list=PLsoV6fwX4cpGR2Hg98rc1e1k2-cOqCbhb Spotify: https://open.spotify.com/show/1gvDzcl0jxpPIfu9WYu6U4 iHeartReadio: https://iheart.com/podcast/258127960/ Pandora: https://www.pandora.com/podcast/gtm-innovators/PC:1001097038 iTunes: https://podcasts.apple.com/us/podcast/gtm-innovators/id1790738579 Amazon: https://music.amazon.com/podcasts/1b000615-31cc-49dd-a5d8-f80d5098bf2d/gtm-innovators Transcript: Kyle James […]

GTM Innovators: Unlocking GTM Success – AI, Behavioral Science & Demand Gen with Sheri Otto

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In this episode of GTM Innovators, host Kyle James sits down with Sheri Otto, founder and CEO of Growth Lane Strategies, to explore the evolving role of AI, behavioral science, and demand generation in modern go-to-market (GTM) strategies. As businesses struggle to connect content to revenue, Sheri shares her expert insights on how AI can go beyond just content creation to drive real engagement, improve segmentation, and optimize the customer journey. From identifying high-intent buyers to leveraging AI for strategic decision-making, this conversation is packed with actionable takeaways for marketers, sales teams, and product leaders looking to elevate their GTM motions. Tune in to discover how AI is reshaping demand generation and why the best-performing companies are embracing it as a strategic growth partner—not just […]

How AI is Supercharging Product Management: Faster Iteration, Smarter Research, and a Disruptive Future

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Product managers today face an ever-growing challenge—how to move fast, make data-driven decisions, and ensure that what they’re building actually meets customer needs. Traditionally, this process has been filled with bottlenecks: lengthy market research, expensive user testing, and engineering constraints that slow down iteration. But AI is changing everything. In the latest episode of GTM Innovators , we sat down with Tim Macchi, Growth Product Manager at TeamGantt, to discuss how AI is revolutionizing product management. From automating market research to synthetic user testing and streamlining product development, AI is making it possible for product managers to test more assumptions, iterate faster, and move with unprecedented speed. Here’s a glimpse of how AI is driving this transformation—and why every product manager should take notice. AI-Powered Market […]

GTM Innovators: Building Smarter with AI – Tim Macchi on Automation, Research & Product Strategy

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In this episode of GTM Innovators, we sit down with Tim Macchi, Growth Product Manager at TeamGantt, to explore how AI is reshaping the way we build and optimize products. From using AI agents for QA testing to accelerating market research and streamlining product analytics, Tim shares his hands-on experience with automation and AI-powered workflows. We dive into how product managers can leverage AI to work smarter, reduce inefficiencies, and unlock new growth opportunities. Whether you’re a product leader, marketer, or innovator looking to stay ahead of the AI revolution, this conversation is packed with insights you won’t want to miss! Subscript to GMT Innovators Series on the following platforms: SoundCloud: https://soundcloud.com/research-859405782 YouTube: https://www.youtube.com/playlist?list=PLsoV6fwX4cpGR2Hg98rc1e1k2-cOqCbhb Spotify: https://open.spotify.com/show/1gvDzcl0jxpPIfu9WYu6U4 iHeartReadio: https://iheart.com/podcast/258127960/ Pandora: https://www.pandora.com/podcast/gtm-innovators/PC:1001097038 iTunes: https://podcasts.apple.com/us/podcast/gtm-innovators/id1790738579 Amazon: https://music.amazon.com/podcasts/1b000615-31cc-49dd-a5d8-f80d5098bf2d/gtm-innovators Transcript: Kyle James […]

The Disruption of Demand Generation: How AI is Changing the Game

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Demand generation as we know it is undergoing a seismic shift. The tried-and-true playbooks that marketers have relied on for years are rapidly becoming obsolete, giving way to AI-driven strategies that are redefining how companies attract, engage, and convert customers. If you’re still approaching demand gen the same way you did five years ago, you’re already behind.  In the latest episode of GTM Innovators, I sat down with Prashant Kaw Founding Partner of Helmur to dive deep into the impact AI is having on marketing, particularly in demand generation. We explored how AI is transforming the way we create content, track attribution, and execute go-to-market strategies. Below, I break down three of the biggest disruptions happening right now—and why they matter for your business.  1. […]

GTM Innovators: The Future of Demand Gen – AI, Data, and Personalization with Prashant Kaw

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Demand generation is undergoing a major transformation, and AI is at the center of it all. In this episode of GTM Innovators, host Kyle James sits down with Prashant Kaw to explore how AI is reshaping demand gen workflows, disrupting traditional attribution models, and redefining go-to-market strategies. From hyper-personalization to the rise of dark social, we dive deep into the biggest challenges and opportunities for marketers in an AI-driven world. Tune in for insights that will help you stay ahead in the evolving landscape of B2B marketing. Subscript to GMT Innovators Series on the following platforms: SoundCloud: https://soundcloud.com/research-859405782 YouTube: https://www.youtube.com/playlist?list=PLsoV6fwX4cpGR2Hg98rc1e1k2-cOqCbhb Spotify: https://open.spotify.com/show/1gvDzcl0jxpPIfu9WYu6U4 iHeartReadio: https://iheart.com/podcast/258127960/ Pandora: https://www.pandora.com/podcast/gtm-innovators/PC:1001097038 iTunes: https://podcasts.apple.com/us/podcast/gtm-innovators/id1790738579 Amazon: https://music.amazon.com/podcasts/1b000615-31cc-49dd-a5d8-f80d5098bf2d/gtm-innovators Transcript: Kyle James 00:00 Welcome to another episode of GTM Innovators by 3Sixty Insights. I’m your host. […]

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Go-To-Market Research Agenda for 2025

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Introduction Over the past few decades, there have been significant strides in enabling core organizational go-to-market (GTM) departments of B2B SaaS companies, particularly in sales, marketing, customer success, and product. The advent of digital technologies and the proliferation of software solutions have revolutionized how businesses approach their GTM strategies. According to industry estimates, there are now over 14,000 software vendors offering specialized tools and platforms designed to enhance marketing efforts alone. This surge has created a highly competitive software and solutions environment geared toward impacting and better enabling organizational GTM activities. As a result, organizations are faced with an overwhelming array of options when it comes to selecting tools and solutions that drive productivity, efficiency, customer experience, and revenue growth. The abundance of available technologies […]

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AI in Customer Success: Insights from Mike Redbord

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On the recent episode of GTM Innovators, I sat down with Mike Redbord to dive deep into the intersection of AI and customer success. We covered a lot of ground, but two subjects stood out: the shift toward simple, app-like AI interfaces and the evolving role of customer success professionals in an AI-driven world. Here’s a closer look at these transformative ideas.  The Shift Towards Simple, App-Like AI Interfaces  In a landscape where advanced AI capabilities seem to grab the headlines, Mike highlighted an interesting trend: the most effective AI tools are often the simplest. These tools mimic traditional web apps with dropdowns and straightforward outputs, making them highly approachable for users who may not be technically inclined.  This simplicity is crucial in customer success, […]

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Aligning Solutions with Needs: A Comprehensive Guide to Customer Needs Assessment in B2B SaaS

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In our previous posts, we delved into the first two pillars of market research for B2B SaaS companies: Industry Analysis and Competitive Analysis. We explored how understanding the broader market landscape and analyzing competitors can help shape your strategic direction. We also followed a case study of a company aiming to launch a project management tool tailored for remote teams, focusing on advanced AI integration and robust security features.  Outcome of Competitive Analysis: The company identified a market gap for advanced AI and enhanced security in project management tools. Their research and competitive analysis confirmed this opportunity. However, to ensure their solution truly resonates with the target audience, they need to engage in the final critical step—Customer Needs Assessment.  Why Customer Needs Assessment Matters  Customer […]

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The Lemon Juice Bandits and the Insights of the Dunning-Kruger Effect

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On January 6th, 1995, MacArthur Wheeler and Clifton Earl Johnson pulled off two bank heists in greater Pittsburgh. The twist? They made no attempt to disguise themselves. Instead, they covered their faces in lemon juice, convinced that it would make them invisible to security cameras. Lemon juice, after all, was used to create invisible ink, so in their minds, it should render them undetectable. Johnson was arrested a few days later, and Wheeler, despite believing in his lemon juice “invisibility,” was captured in April after being identified in surveillance footage. Both men faced multi-year prison sentences. So, why recount this bizarre tale of two criminals with a highly flawed understanding of science? Because it inspired one of the most fascinating research studies in psychology over […]

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Outmaneuvering the Competition: A Deep Dive into Competitive Analysis for B2B SaaS

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In our previous post, we explored the importance of Industry Analysis as the foundational step in market research for B2B SaaS companies. We discussed how understanding the broader market landscape sets the stage for informed strategic decisions. We also introduced a case study of a B2B SaaS company aiming to launch a project management tool tailored for remote teams, focusing on AI integration and robust security features.  Outcome of Industry Analysis: The company is leaning towards integrating AI and enhancing security features to differentiate itself and appeal to the growing market segment concerned with data protection. However, to validate this direction, they need to move to the next crucial step—Competitive Analysis—to determine if existing providers are offering similar features and how these offerings are being […]

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Overcoming Disagreements: Embracing the DARE Decision-Making Framework

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Disagreements are an inevitable part of any collaborative effort, especially in the business world. It’s perfectly acceptable—even healthy—to disagree. Without differing opinions, innovation and discovery would stall. However, it’s crucial that these disagreements are handled with respect. Being disrespectful, rude, or resorting to bullying is entirely unacceptable. We need to maintain mutual respect to facilitate intelligent and productive discussions. In a company, it’s essential to have a clear process for resolving disagreements and making decisions to keep moving forward. Relying on a committee approach often leads to indecision and a lack of clear direction. I’ve rarely seen this method yield effective results. Instead, appointing an individual who can make the final call—a decisive leader—proves far more effective. The Importance of a Decisive Leader When a […]