Why the MQL model is failing B2B marketing and what to use instead
MQLs mislead marketing, misalign sales and fail to drive revenue. Here's why GTM teams must move to causal AI and revenue-centric metrics.
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Mark Stouse's latest articles
AI is transforming GTM teams into fiduciary powerhouses
Making the right business decisions just got easier. Here's how AI helps teams stay ethical, efficient and effective.
An open letter to CEOs and CFOs about GTM
Insights into an AI-driven GTM landscape and how leaders can align for success in a networked, probabilistic marketplace.
It’s time for B2B marketing to understand its GTM role
2025 will be tough, but it's time to be able to answer the C-suite's questions about the role marketing plays in the GTM eco-system.
Why ‘risk on marketing investment’ is the new ROMI
A CEO views marketing investment through a new lens of risk, opportunity costs and the importance of brand reputation for sustainable growth.
2025 GTM forecast: Key shifts redefining the future of go-to-market strategy
Insights from top executives reveal a shift toward AI-enhanced teams, B2B strategy renewal and heightened accountability in marketing.
Why marketing benefits when it provides forecasted guidance
More and more business leaders are looking to marketing to issue guidance on its performance. That’s not a bad thing.