A Quiet Migration Play Reshaping GTM For more than two decades, CRM has functioned as both the filing cabinet where structured customer data lives and the desk where go-to-market work gets done. If you wanted visibility, you logged into CRM. […]
Rethinking Recurring Revenue: Why Customer Retention Is the Real Growth Strategy
Kyle James and I recently had a conversation with Zuora, one of the early pioneers and leading platforms in subscription-based billing. They have spent more than a decade helping organizations operationalize recurring revenue models. What stood out in our discussion […]
From Data Abundance to Decision Scarcity in Sales Intelligence
Sales teams have more data and more recommendations than ever. What they have less of is confidence in what to do next. Across GTM organizations, a consistent pattern is emerging: sales intelligence systems are excellent at surfacing signals, but far […]
Anatomy of a Decision: How One Customer Rebuilt Its Entire SDR Motion with Apollo.io
For most B2B SaaS companies, the SDR function is the daily engine of pipeline creation. For one Apollo.io customer, that engine had become fragile: over-reliant on email, constrained by tool sprawl, and misaligned with how modern buyers actually want to […]
Analyst Insight: Beyond Contact Data – How Apollo.io Is Rewiring the Sales Stack for the Efficiency Era
For years, Apollo.io was seen primarily as a data vendor. Most people who knew the name placed it next to ZoomInfo and Clearbit, assuming it was another place to find company and contact records. That framing made sense at the […]
Quietly Becoming the Differentiator in GTM
There is a reason sales reps still exist. There’s also a reason brands continue to rely on founders, executives, employees, and even public figures to carry their message. From celebrities lending credibility to consumer brands, to founders and operators becoming […]
When Enterprise Social Became the New Press Release Wire
Remember when social media felt creative? When brands experimented in public. When posts sounded human. When the goal was to learn what resonated, not just to avoid what might blow up. Maybe that’s just showing my age, or maybe it’s just having experienced a change in the way brands […]
Five AI Signals GTM Leaders Should Be Paying Attention to in 2026
In December, I had a conversation with Matthew Stein on the Agent.ai podcast about AI predictions for 2026. The discussion ranged across models, platforms, media, economics, and some fairly bold ideas about where things might break or consolidate next. On the surface, it was framed […]
Market Alert: Four Months In – What’s Really Taking Shape at Clari and Salesloft
When Clari and Salesloft announced their merger in early August, the immediate reaction across the market was predictable. Bigger platform. More data. More AI. Another consolidation move in an already crowded revenue technology landscape. Four months later, the more interesting […]
The Hidden Cost of AI in Marketing: When Thinking Gets Outsourced
Why critical thinking is becoming marketing’s most valuable skill AI has changed marketing faster than almost any technology before it. In a matter of months, tools like ChatGPT, Copilot, and Claude have made it possible to generate campaigns, content, ads, […]
GTM Innovators: Why AI Is Making Average Marketing Easier and Great Marketing Rarer
AI has made it easier than ever to produce content, launch campaigns, and optimize performance at scale. But has it actually made marketing better? In this episode of GTM Innovators, Kyle James sits down with Joey Lai, B2B Marketing Director at Mastercard, for a candid and […]
Video: Are Vendors Losing by Overloading on AI Features?
In this video, Nicholas Biron discusses a growing trend in vendor presentations: overloading audiences with AI features instead of focusing on solving real business problems. He shares observations from virtual analyst updates and emphasizes that line-of-business executives often lack advanced […]
Efficiency, Precision, and Discovery: Lessons from Vanillasoft’s Marketing Leaders
As part of our ongoing Go-to-Market (GTM) Research, I recently sat down with Jeannie Zaemes, Senior Vice President of Marketing, and James Bishop, Vice President of Marketing at Vanillasoft, for an open conversation about how marketing and GTM strategies and programs are evolving. Vanillasoft is […]
Research Agenda: 2026 Go-to-Market B2B
Introduction Building on the insights and conversations from the 2025 GTM Research Agenda, this year’s focus deepens our understanding of how efficiency, authenticity, and AI collaboration are shaping modern go-to-market strategies. Through discussions with industry leaders and operators, we’ve identified […]
Zero Trust in the Age of AI: Why Enterprise Security Principles Are Becoming the Blueprint for Digital Trust
As enterprises wrestle with how to adopt AI responsibly, they’re rediscovering the same lesson cybersecurity mastered years ago: trust must be earned, verified, and continuously monitored. The Trust Recession in Technology I recently had the opportunity to sit down with […]
The New Rules of Discoverability: Michael Cole on GEO, Partnerships, and Authentic Content
If 2023 was the year marketers started experimenting with AI, 2025 is the year it starts rewriting the rules of how buyers discover, trust, and choose brands. In this new episode of GTM Innovators, I sat down with Michael Cole, […]
GTM Innovators: The GEO Playbook – How Partner Marketing Fuels AI Discoverability with Michael Cole
In this episode of GTM Innovators, host Kyle James sits down with Michael Cole, SVP of Marketing at Everflow, to explore how Generative Engine Optimization (GEO) is redefining the rules of search and discoverability. As AI tools like ChatGPT and […]
theHRDIRECTOR: Lessons from HR Tech 2025 – How vendors can stand out in a crowded market
Recently, I had the opportunity to attend HR Tech 2025 . After years of observing this industry as a customer and analyst, I came away both amazed and thoughtful about the state of HR technology and the way vendors communicate […]
theHRDIRECTOR: Is HR Tech in its “It’s Toasted” Era?
One thing’s for sure in HR tech: everything is agentic AI. Or better yet, just “agentic.” In the frigid back conference halls of the Mandalay Bay convention center, past the food court, and up the escalator banks, the word “agentic” […]