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Our Voice
Where commercial activity, AI and revenue execution are examined, challenged and made to work
Your ICP Is Not a Spreadsheet. It Is a Commercial Decision.
Many businesses claim to have an ICP.
In reality, they have a list.
Gaynor
May 223 min read
Growth Is Not Broken. The Operating System Is.
Most businesses do not fail because people stop trying.
They fail because the effort stops converting.
Sales activity continues. Marketing campaigns go out. Leadership meetings happen. Customer conversations take place. CRM updates are logged, at least in theory. Dashboards are produced. Reports are reviewed. Everyone looks busy.
That is part of the problem.
Richard
May 203 min read
Your Market Has Changed. Your Go-to-Market Probably Hasn’t.
Most businesses believe their market has changed.
Fewer have changed the way they go to market.
That gap is where commercial performance starts to suffer.
Gaynor
May 203 min read
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