5 min read
Ross Henderson: Dec 29, 2025 7:59:59 AM
In terms of metrics, traditional go-to-market is very much activity-based rather than outcome-based. People are focused on what are people doing—are they making calls? Are they delivering MQLs? Are they sending emails? We're less focused overall on...
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5 min read
Ross Henderson: Dec 22, 2025 7:59:59 AM
Traditional go-to-market strategies operate on the assumption of a relatively linear funnel. The expectation is that everyone goes through the sales...
6 min read
Ross Henderson: Dec 14, 2025 3:43:28 PM
A lot of companies will go out there and say, "Okay, which AI tool am I gonna buy? How am I gonna use it?" They'll get way ahead of themselves and...
4 min read
Ross Henderson: Dec 14, 2025 3:39:11 PM
I'm going to start by getting on my soapbox: by and large, our clients don't have particularly strong go-to-market functions. Most of them are lower...
2 min read
Ross Henderson: Oct 1, 2024 12:02:42 PM
One of the ways I like to use AI is to help break down complicated ideas into simpler terms. As business professionals, consultants, or writers, a...