AI is rapidly moving from novelty to necessity. Founders, CEOs and revenue leaders are being told they need AI across every part of their Go-To-Market function. AI SDRs. AI-generated content. AI forecasting. AI call summaries. AI coaching. AI agents. AI copilots. The list grows every week. It is easy to feel behind. It is also easy to rush into making the wrong decision. Because the question most organisations are asking is: “Which AI tools should we buy?” The better question

Every week I speak with founders, CEOs and revenue leaders who ask essentially the same question: "How should we be using AI across our Go To Market team?" Most conversations quickly move to tools. Should we use ChatGPT? Should we upgrade Salesforce? Should we buy AI SDRs? Should we build our own agents? These are reasonable questions, but they're not the right place to start. The real question is: "What commercial capability are we trying to improve?" AI Doesn't Replace Stra

Why are metrics in business so important? Have you ever tried to drive a car without knowing where you are going? The analogy is easy to...