Deep dives and actionable frameworks for founders and marketing leaders. Each article unpacks a principle of the Attainment framework.
B2B buying committees have nearly doubled in size over the past decade, from 6.8 stakeholders in 2017 to as many as 13 in some enterprise deals today. This shift from individual decision-makers to consensus-driven committees is reshaping GTM strategy. Learn the nine levers of GTM maturity to navigate multi-stakeholder buying and win in the era of complexity.
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PayPal's $291,500 Head of CEO Content role signals a shift: executive visibility is no longer discretionary. Research shows companies with visible leaders outperform peers in trust, talent attraction, and revenue growth. CEO communication has evolved from PR support to strategic infrastructure.
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Companies are rethinking go-to-market leadership. With RevOps and AI handling forecasting and analytics, the CMO is often best positioned to own revenue. One leader. One strategy. One team responsible for growth.
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In June 2024, Apple demoed a reinvention of Siri powered by Apple Intelligence. The vision was bold, but the execution wasn't ready. This is a cautionary tale for product, marketing, and leadership teams about the dangers of overselling before you're ready to deliver.
ReadBuilding a great product is not about luck or quick fixes — it's about deliberate design, understanding your customers' core problems, and maintaining a relentless focus on continuous improvement.
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