Greg Frame

Your brand is no longer what B2B buyers trust. Your people are. Most revenue teams are still running 2019 GTM plays. But the playbook flipped because buyers got burned. Too many overpromised demos. "Industry-leading" platforms that underdelivered. AI-generated thought leadership while support tickets went unanswered. They stopped trusting logos. They started trusting people. The mistake most teams make: They keep investing in brand awareness while trust erodes at the human layer. No campaign recovers credibility that your people haven't built. The 2026 GTM reality: Founder-led distribution is your unfair advantage. Your CEO's LinkedIn post will outperform your $50K ad spend. Your best salespeople are in Product, CS, and Ops, they speak the language. Build content engines around them. Before buyers Google your category, they're asking peers: "Who do you use for X?" If you're not genuinely in those communities, you're not in the consideration set. Ask your team: 1. If your founder went dark for 90 days, would anyone notice? 2. Can you name three communities where your buyers ask for peer recommendations and are you actually there? 3. Are you measuring trust and influence, or just the metrics that feel safe to report? → Invest in personal brands, not just corporate marketing → Build content engines around your smartest people → Show up in communities where buyers live → Measure trust and influence, not just MQLs You can't hack community. You can't growth-hack trust. It takes time. But once built, it's a moat money alone can't breach. Sales still closes deals. Trust makes them possible. In 2026, the deal is half-won before your AE picks up the phone.

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Top orgs aren't doing attribution... as a budget defense exercise anymore. They're rebuilding their attribution to serve as a strategic compass. 🗺️ Join Nadia Davis, MBA and the CMO Alliance live TOMORROW at 2 PM ET as they go beyond the polarized debates. Grounded in findings from the 2026 State of Attribution Report, this session reveals how high-growth B2B organizations are adapting their models to thrive in an AI-first, privacy-constrained, signal-fragmented world. Plus: Attendees will be among the first to receive access to the report following this session. You’ll learn: ↳ What attribution really looks like in 2026 in an AI-influenced, privacy-first buying environment ↳ Which models still deliver meaningful insight, from ICP refinement to smarter sales prioritization ↳ How to separate signal from noise and use attribution to guide budget, campaign, and GTM decisions ↳ Why multi-model approaches outperform single-model thinking and build trust with Finance and the C-suite ↳ How AI supports faster interpretation of complex engagement data without replacing strategic judgment Register to join➡️ https://hubs.ly/Q04cMTvz0

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🔥 NEW Pod Drop 🔥 SaaS and agency pricing is broken and no one wants to say it If you’ve ever looked at your SaaS bill or agency invoice and thought “Wait… why are they getting paid more again?” this episode will hit. This one’s spicy. And overdue. Here’s what we get into: → Why SaaS taking a cut of revenue became the default → When “we grow when you grow” stops being true → Agency percentage pricing vs flat fees (and who actually wins) → SaaS pricing that scales even when value doesn’t → The cancel-threat, discount, churn games nobody wants to admit exist → How brands should really think about paying for software and services Huge thanks to the sponsor who powers the pod: Omnisend 🎧 Listen or watch below 👇 Jimmy Kim Amer Grozdanic John Roman Bryan MacDonald

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I recently joined Steven MacDonald on the C-Suite Sales and Marketing Perspectives podcast to talk about something every CMO I know is feeling: AI has broken our GTM playbooks. Sure, it’s made content, personalization, outbound, and ops more scalable than ever. But it’s also made *everything* noisier. Buyers are overwhelmed. Signal is harder to pinpoint. And even when pipeline looks good, conversion is less predictable. That’s the real problem: predictability is gone. And as CMOs, we can’t scale what we can’t predict. The models we’ve relied on (funnel math, CAC, attribution) are wobbling under the weight of shifting buyer behavior. So now what? We take a step back. We stop chasing “more with less,” and instead ask: How do we break through the noise and rebuild trust? One answer I’m leaning into: a smarter, AI-powered voice of the customer engine. Not fluffy surveys, but volumes of real input from buyers, churned customers, sales calls, and users. Of course, that means connecting structured and unstructured data, layering in GTM context, and pulling from systems that are often messy and siloed. But if we can crack that? That’s where I believe AI starts unlocking the funnel - not clogging it. 🎧 You can listen to the episode here: https://lnkd.in/e-2z3Jtt

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Forrester’s latest message to B2B leaders is clear: the old GTM playbook is breaking down in the age of AI. Practices like impersonal mass email, gated content, MQL obsession, and siloed teams are not just outdated. They’re becoming real barriers to growth. The shift Forrester outlines is toward a more customer-obsessed approach built on its ARC framework: Augmented: use AI to improve engagement, scale relevance, and support both buyers and teams Resilient: move beyond rigid annual plans and adapt faster to changing buyer behavior Collaborative: align marketing, sales, customer success, and product around a shared view of the customer What stands out most is the call for more personalized, ungated content and better coordination between humans and AI. The goal isn’t more automation for its own sake. It’s creating more value for the buyer. For B2B marketing and revenue leaders, that raises an important challenge: if our GTM model still relies on volume tactics and functional silos, are we really set up for how buying decisions now happen? What part of your GTM strategy feels most overdue for a reset? For the full story, go here: https://lnkd.in/ef-3kEsp

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RevOps isn’t about data delivery. It’s about being a strategist at the leadership table. “Our job isn’t really to just report data or rehash what we’ve heard from other people,” says Tyler W., VP of Revenue Operations at Intercom. His approach goes beyond traditional RevOps execution: bringing a data-driven perspective. He also talks to Arvinda Bharathi about: 🎯 Building systematic rules and models that scale beyond manual processes 🎯 Using AI to automate low-value tasks while elevating strategic decision-making 🎯 Why communication skills matter as much as analytical mastery in RevOps Watch on YouTube: https://lnkd.in/g3yczyhm Episode streaming live on Spotify & Apple Podcasts 💬 Spotify: https://lnkd.in/gKND22hc Apple Podcasts: https://lnkd.in/gg73AhiX #gotomastersshow #revops #ai #gtm

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There's a pattern in PE-backed SaaS that doesn't get talked about enough: the 24 to 36 month inflection point after acquisition, when early momentum meets the realities of scaling. I joined Andrew (Drew) Smith on the Attribution Nation Podcast to explore what I've seen across multiple portfolio companies at this stage, and what the best operating teams do differently. We got into: → How data debt and go-to-market drift accumulate quietly, even when the top-line numbers still look healthy → The difference between a market trust problem and a product-market fit problem (and why the diagnosis changes everything) → Why hypothesis-driven measurement beats static reporting every time → How to stabilize and re-accelerate when growth starts to plateau If you're leading a PE-backed portfolio company or partnering with one on value creation, this conversation covers territory that will feel familiar. The stall isn't a failure. It's a predictable inflection point, and the teams that recognize it early create the most runway. 🎧 Full episode: Spotify: https://lnkd.in/eYc7tVUX iTunes: https://lnkd.in/eznR3tZc YouTube: https://lnkd.in/emjR9szX @Drew Smith @Attribution Nation Podcast

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Recently, we started working with Erica Frank and Optimal Dynamics, who will soon announce something that will be transformational for the trucking industry and software in general. Everyone in the industry is talking about AI agents, but they follow a scripted process, aided by LLM models. And honestly, they are dumb. What if specialized agents were synced to a powerful decision engine that continuously optimizes freight networks? You'd be onto something very big.

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Smarter Strategy. Sharper Targeting. Stronger Results. Here’s how DV360 goes beyond basic display: 📌 Strategy: Custom bidding trained for lead quality, not just clicks 📌 Audience: Hyper-targeted using app behaviors, CRM data, and intent signals 📌 Results: 27% lower CPL, 2.4x better lead quality vs GDN This is what real programmatic efficiency looks like. Display & Video 360 in action. 🔍 Built with insights. Driven by data. #DV360 #ProgrammaticAdvertising #DigitalMarketing #CustomBidding #AudienceTargeting #MarketingStrategy #MediaBuying

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For years, attribution was the holy grail. Then it was declared dead. But here’s the real question: What does a CMO actually need from attribution in 2026? On April 21, we’re unpacking how marketing leaders are using attribution as a strategic compass, not a credit scoreboard. If you’re accountable for pipeline, budget allocation, and board-level clarity, this conversation is worth your hour. 👉 Save your spot: https://lnkd.in/dpTw5XQX #CMO #MarketingLeadership

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A thoughtful perspective from our VP of eCommerce, highlighting why focusing on customer experience over pure conversion metrics drives sustainable growth. Highly relevant for teams rethinking their optimization approach in 2025.

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How we 8x’d ROAS without increasing spend. Real case. Client: Niche D2C brand Problem: High spend, low return Fix: Strategy, not scale. Here’s what we changed: Repositioned the offer with new messaging Used dynamic creatives based on customer intent Tightened the funnel with CRO & WhatsApp nurture Result? 8X Return. Same budget. Sometimes it’s not about spending more. It’s about thinking smarter. This is where we thrives. #D2CMarketing #ROAS #PerformanceMarketing #GrowthHacks #Eightfolds

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Revenue teams rarely struggle with effort. They struggle with visibility. Campaigns perform well, leads flow in, and the pipeline looks full. Then deals stall. Forecasts wobble. The answers exist somewhere, but they are spread across HubSpot, Pipedrive, analytics, and spreadsheets. We built Civic Nexus to close that gap. By orchestrating tools like HubSpot, Pipedrive, Hunter.io, Google Analytics, and Google Sheets, Nexus turns everyday revenue questions into direct action. Where are we losing leads. Which sources actually convert. Which deals are going quiet. What risks are forming before churn shows up. The result is not more dashboards. It is steadier momentum, clearer signals, and fewer surprises. 👇 Read the full post: https://lnkd.in/g5wUYEuN #RevenueOperations #AgenticAI

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“Go do AI.” That’s the brief a lot of CMOs and GTM leaders are getting right now. No context. No roadmap. Just a high-level directive… and a lot of pressure to figure it out. The real challenge isn’t whether to use AI. It’s how you build a unified, AI-driven GTM when every team is at a different level of maturity and comfort. Marketing is experimenting. Sales wants outcomes. RevOps is trying to keep the systems from breaking. And leadership wants results as soon as possible. That is the dilemma that Brandon Redlinger brought to the podcast today! 👉 Connecting big, strategic AI ambitions to the specific workflows that actually drive revenue 👉 Aligning teams around a shared GTM foundation, not isolated AI experiments 👉 Turning “go do AI” into an executable GTM strategy Check out the episode here: https://lnkd.in/en2W8BiE

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Rachel Roberts Mattox, Brand Strategist and co-creator of THE BOARD LAUNCH STUDIO, is sounding the alarm on outdated GTM thinking. In today’s market, it’s not just about what you’re selling. It’s about why it matters. Forget playing by category rules. The brands winning today are tapping into cultural tension, not product specs. Culture before category. Movement before message. Meaning before marketing. If you’re still leading with features, you’re already behind. Tap in. Stay sharp. Build what matters. #WEARETHEBOARD #Fractional #DreamTeams #FutureOfWork #LaunchStudio

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Where AI is overachieving in GTM: helping new sellers find and win new clients ("client acquisition" or "new logo" as we say). Where AI tools still lag: expanding within existing accounts — renewals, extensions, and the elusive “white space.” Why? So much of our best client intel still lives in our text threads, calls, and WhatsApp chats with our clients. Working session last week led by Vanta Mark Lail was super insightful for a look at how workflows are evolving as the sales/marketing tech stack transforms. Bottom line: great sellers are still our best asset. AI helps us model how they work their magic so we can raise the minimum performance across our sales / GTM teams. Scale Venture Partners GTM 25 AI Summit New York

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