Honest GTM Conversations

The fundamentals of how go-to-market works have shifted. Most teams are still operating to the old model.

This is a three-part live series focused on what's actually changing in GTM right now, what that means in practice, and what needs to change in how teams execute.

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Session 1: The Buyer Shift

From leads to buying groups

🎥 Recorded live on Thursday 7 May - you'll get the recording when you sign up

B2B buying decisions are made by groups, not individuals. Most stakeholders form opinions before they ever speak to sales, yet most companies are still marketing to one person and hoping they'll pull the rest of the business along.

For many teams, this shows up in familiar ways. Marketing is still optimising for form fills, sales is still targeting individuals, and there's very little visibility into real buying intent across the organisation.

In this session, we unpack:

What buying groups actually look like in complex sales environments
Why intent signals matter more than form fills when identifying real demand
How leading teams are identifying and prioritising accounts today

You'll finish this session with a clear view of your true target and how to identify real demand before a form fill.

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Session 2: The Technology Shift

From disconnected tools to an AI-ready platform

🎥 Recorded live on Thursday 14 May - you'll get the recording when you sign up

GTM teams have accumulated tools across marketing and sales over time. What's changed is not just the number of tools, but how they're expected to work together.

As AI becomes part of GTM execution, the gap between connected and disconnected systems becomes much more visible. Many teams are trying to layer AI on top of fragmented data and systems, which is where things start to break. Execution slows down, costs increase, and the impact of AI is limited.

In this session, we'll explore:

Why consolidation is happening now and what's driving the shift to platform thinking
The risks of fragmented data and systems in an AI-driven GTM model
What moving from tools to platforms actually looks like in practice

You'll leave with a clear framework to assess whether your current stack supports or slows your GTM execution.

Watch on-demand

Session 3: The People Shift

From siloed teams to one revenue engine

📅 Wednesday 20 May
🕓 3:00 PM to 4:00 PM UTC

Most companies still run GTM as separate departments with different goals, data, and processes. That model is starting to break down, and the companies moving fastest are building one connected revenue engine instead.

The challenge is that this shift is not simple. Budgets are still split by function, targets are still owned separately, marketing is still expected to prove ROI in isolation, and attribution doesn't reflect how buying actually happens.

In this session, we'll look at: