Go-to-market functions are broken across B2B.
Marketing often get the toughest ride, but CEOs, CROs, and GTM leaders share the blame. You’ve treated marketing like a cost centre whilst demanding growth. Sales teams avoid pipeline accountability and fail to execute. Product teams launch features nobody asked for. Customer Success operates like they’re at a different company entirely. Meanwhile, marketing hasn’t helped itself – leaning into fluffy brand tropes instead of standing up and proving business impact.
Everyone optimises for different metrics, operates in silos, and points fingers whilst revenue targets spectacularly go unmet.
This isn’t another marketing blog full of growth hacking nonsense. This is a reality check for the entire GTM function – uncomfortable truths about why your revenue engine is broken, strategic frameworks that work in the real world, and leadership insights from someone who’s successfully tackled these problems at scale.
After nearly two decades building other people’s empires, I’m now sharing hard-won knowledge to prevent fellow GTM leaders from making the same expensive mistakes.
Fair warning: I’m Scottish, so expect straight talk and self-deprecation, mixed with occasional righteous indignation about marketing mediocrity.
Want to connect? Find me on LinkedIn or drop me a line.
Sensible Marketing for Daft Situations 