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Go to Market

MQLs and email sends don't pay the bills. Here's why activity-based metrics are killing your go-to-market strategy—and which outcome-based metrics actually drive business results.

5 min read

Stop Measuring Activity, Start Tracking Outcomes

Picture of Ross Henderson 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...

Report Data Go to Market
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The traditional linear sales funnel is dead. Modern buyers don't follow prescribed paths—they interact across multiple touchpoints simultaneously. Here's what that means for your go-to-market strategy.

5 min read

The Death of the Linear Funnel: Why Modern GTM Requires Multiple Simultaneous Motions

Picture of Ross Henderson 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...

Funnel Go to Market
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Most companies are still using outdated go-to-market strategies from a decade ago. Here's the fundamental difference between traditional and modern GTM—and why it matters for your bottom line.

4 min read

Traditional vs. Modern Go-to-Market

Picture of Ross Henderson 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...

Sales Business Growth Go to Market
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