Writing
Essays on AI as a go-to-market superpower. Practitioner takes, from real deals, on the questions CROs, CEOs and boards are actually asking.
What happens when your buyer knows more about you than you know about them?
Buyers decide before they call, and increasingly the machine decides with them. Why off-the-shelf AI creates no advantage, and what still counts after that.
Read →Why do most enterprise AI projects fail?
Most enterprise AI projects fail not because of the model, but because of an impact gap: adoption rises while measurable value does not. The reason is organisational, not technical.
Read →How do I build an AI-native go-to-market instead of bolting AI on?
Bolting AI onto a 2015 sales playbook produces friction, not value. Building an AI-native go-to-market means redesigning the motion around human-plus-AI collaboration, not adding a co-pilot to every function.
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