AI & GTM7 min read
The AI-mediated buyer journey is already here
AI is becoming an active intermediary between buyers and brands. GTM leaders need a new operating model for discovery, trust, and influence.
Read insightIdeas for modern growth leaders
Perspectives
Perspectives on the systems, decisions, and emerging forces reshaping how B2B organizations grow.
StrategyOperationsAnalyticsAI
Marketing Operations6 min read
Marketing operations needs a new mandate
The function must evolve from process support into the operating system for growth, accountability, and intelligent decision-making.
Read insightAnalytics5 min read
Better measurement starts before the model
Attribution and MMM cannot repair unclear decisions, weak definitions, or disconnected planning. Start with the management question.
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