Adrian Chang

What I liked about this episode was how practical the advice was for anyone changing over a system. While in PLM there are some unique considerations, the strategies my colleague Mark Borcher shared apply to just about any system change. A big thanks to Mark and my co-host Jonathan Scott who helped navigate that conversation.

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The evolving B2B tech landscape makes competitive displacement the default path for GTM teams. Simultaneously, it adds new layers of organizational risk, internal scrutiny, and emotional complexity for buyers. We created The Definitive Guide for Competitive Displacement to give GTM teams a smarter way forward—rooted in precise intelligence, not spray-and-pray ABM. Inside, you’ll discover: ▪️ Why traditional competitive intelligence leaves Sales, Marketing, CS, and Product flying blind ▪️ The exact data signals that show which accounts are truly ready to switch — and which never will ▪️ A step-by-step campaign framework for turning competitor intelligence into pipeline ▪️ GTM best practices from strategy to execution ▪️ How to fuse data, content, and activation into a single displacement play The switching window opens for buyers when the cost of staying exceeds the risk of moving. This guide helps you locate that window and act before it closes:

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In uncertain markets, buyers aren’t looking for more information. They’re looking for confidence. Market volatility doesn’t kill demand. It just raises the bar. Buyers are weighing risk, seeking consensus, and asking whether your promised outcomes are real enough to defend. Your value story has to travel. It needs to be simple enough to repeat, sharp enough to convince, and specific enough to tie to impact. When sales and marketing align around that story, everything moves faster. 🏃🏻‍♀️‍➡️ Andrea Cenko, Jay Burrous, Catherine Cantwell and I shared our insights on what value-led teams are doing differently. (Link in comments)

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This Martechvibe report put words to a lot of conversations I’m having with CMOs right now. Most teams are not trying to chase the next shiny tool. They’re trying to make what they already have actually work together. Too many platforms, too many handoffs, and not enough shared data. When marketing shifts from experimentation to execution, those gaps show up fast. Progress depends less on adding technology and more on simplifying how it’s run and measured. I highly recommend reading! https://lnkd.in/eZTES875

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Rachel Roberts Mattox, Brand Strategist and co-creator of THE BOARD LAUNCH STUDIO, is sounding the alarm on outdated GTM thinking. In today’s market, it’s not just about what you’re selling. It’s about why it matters. Forget playing by category rules. The brands winning today are tapping into cultural tension, not product specs. Culture before category. Movement before message. Meaning before marketing. If you’re still leading with features, you’re already behind. Tap in. Stay sharp. Build what matters. #WEARETHEBOARD #Fractional #DreamTeams #FutureOfWork #LaunchStudio

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Go-to-market’s a moving target, which is why I jump at any chance to learn from other leaders in the trenches. Last night’s GTM event at #Techsuperpowers delivered. From tooling up workflows to rethinking how we align across functions, there was no shortage of spicy takes. 🔥 Bonus: our CRO Christopher Harris was one of the panelists, which made it even better. Key themes from last night’s convo: -->Builders wanted -->Agentic workflows are here --> Custom GPTs need brand-ready documentation --> Talent is everything #GTM #Startups #AI #Leadership #Sales #CustomGPTs #Hiring #RevOps

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Great time talking with Vince Quinn, Co-host of Future Fuzz, on one of the most under‑rated, yet business‑critical, topics: the alignment (or misalignment) of sales and marketing teams. We unpack the telltale signs teams are out of sync, why that quietly drains budget and opportunity, and how companies, from scrappy startups to established enterprises, can build disciplined but culture‑driven processes to ensure marketing and sales act as one high‑performing “team.” Key Takeaways -Misalignment shows up in obvious, but sometimes overlooked, symptoms: trade shows where the “wrong” people show up; lead‑gen campaigns with no follow‑up; or marketing activities with no resulting revenue. -Poor ROI isn’t always about a bad strategy, sometimes it’s just bad alignment. Wasted budget is often the result of marketing and sales operating in silos rather than in tandem. -Fixing it requires both culture and systems. It’s not enough to want alignment, you must build repeatable processes (meetings, newsletters, communication cadences) and embed a shared sense of ownership across teams. -Frequent communication is key. Eric recommends regular meetings (weekly or bi‑weekly), public readouts from every functional team, and a shared “company‑wide newsletter” that covers updates across marketing, sales, product, and more. -Transparency and inclusion boost buy-in, engagement and retention. When people across sales and marketing know what others are doing, they feel more connected to the company’s purpose, and are more likely to speak up, contribute insight, or flag risks early. -Alignment benefits far more than the bottom line. When done well, teams work more efficiently, budgets stretch further, employees feel invested and engaged, attrition drops, and the company becomes cohesive, purposeful, and resilient. https://lnkd.in/ggtjigXE Infinidat Vince Quinn Future Fuzz - B2B Marketing Podcast Bill Basinas Tim Dales Ed Walsh Doug Balog Sam Werner Kelly Robinson Susan Martens Michael Flynt Stuart McRae Vladimir Rozanovich Steve Sullivan Doug Stone Jamie Thomas Calline Sanchez Vincent Hsu Denis Kennelly Ross Mauri Denis Vilfort Barry Ader Dan Pearl Ken Steinhardt Priya Doty Mark Wright Jeff Boudreau Philip Sailer Levi Norman Dean Parker David Sawyer Jay Snyder Daniel Campbell Hadley H. Misha Lewis Rangel Andrew Walls Bob Kampe Gail G. Craig McKenna Ian Smith

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Subscriptions sit at the exact intersection of business, product, editorial, and data, which makes head of subscriptions elite players in a game of extreme cross-functional collaboration. To succeed in this role, Selma Stern suggests working on these 5 things: - Accept your real job: consensus builder, not decision maker You bridge the gap between “commercial needs” and “technical constraints” by analyzing the data and presenting it without ego - Master internal storytelling When you don’t have the power to decide, you only have the power to compel. You can't simply tell an editor to “assign more premium content”. You have to sell them the story of why it matters in a freemium setup. - Build cross-functional infrastructure While storytelling matters, you cannot rely entirely on logic. You need to build a “shadow” organization that bypasses the bureaucracy to get things done - weekly meetings, chat groups, killer subscription dashboards... - Invest in human chemistry The strongest data pipelines aren’t built in SQL; they are built in social settings. Personal empathy unlocks collaboration - Give away the credit If you make teams look like heroes, they'll be ready to help you in the blink of en eye in the future! Find the full article on Audiencers: https://lnkd.in/eU8sxsRB

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I hope you can join us this morning for a discussion on the changing landscape of SEO and organic marketing!

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AI answer experiences are changing what “good content” looks like. It’s no longer enough to publish more. We need content that is structured, consistent, and governed so it can be interpreted correctly and represent the brand accurately wherever answers are generated. If you lead marketing, my session is hopefully useful because it connects the strategy to the practical work: content modelling, content operations, and preparing content for AI retrieval (including vectorization). This is quickly becoming a core capability for building trust and authority at scale.

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🚐 📦 Greener freight! 📦 🚚 Learn about Portland’s Zero-Emissions Delivery Zone — helping to improve public health, traffic safety, curb management and our environment. #micromobility #netzero #publicsafety

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Another interesting post. I wonder what the trend will be next month. Whilst I totally agree current trends and data (eg carousels on Linked In over taking video that was flavour late last year) it it all comes down to : Have some of value / newsworthiness/ interesting to say Tell it to the right people in the right medium People will consume it Sounds familiar

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Substack publication 'The Free Press,' a blog started in 2022, has grown to around 15M a year in revenue, and is now in talks to be acquired by Paramount for $200M (and founder Bari Weiss given an exec role at CBS News). I've predicted blogging is back for several years - thanks mostly to email and the fact that Substack and Beehiiv got distribution right. It turns out independent media can thrive in an environment even when social platforms like this one, Meta and Twitter/X throttle our hyperlinks. I honestly think it's a loss for these products to not show them as often as they do. As many users here are simply less informed, less educated and stuck in algo-generated filter bubbles. Of course, this isn't everyone. The smartest internet users are looking to things like email where there's less algo interference. You hope the big tech platforms catch on and remember hyperlinks are important again, at some point this will be a liability for them jamming the plumbing of the web. Anyway - if you want to start a blog, it's never been a better time. We have so much validation all around us. You can even be well-compensated for your work this time. The internet is great if you play the right games.

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Golden signals. Service-level objectives (SLOs). Error budgets. These may not sound groundbreaking, but they’re the foundation and too often ignored. Love this article and practical advice by Bill Hineline in Forbes on how to show clear value with your #observability practice. These basics aren’t just operational hygiene. They’re how you create alignment, build trust, and start translating observability into real business value. #Chronosphere https://lnkd.in/gDut9GuC

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Most revenue problems aren’t execution problems. They're alignment problems. We sat down with Dave Boyce, Executive Chairman at Winning by Design, to talk about how modern B2B buyers actually buy, and why so many go-to-market strategies are falling behind. We unpack: Why most B2B purchases now happen without talking to sales Why PLG, self-serve, and enterprise are different motions, not just ONE funnel Why averages hide problems instead of solving them How AI and LLMs are reshaping buyer discovery What revenue leaders must rethink to meet buyers where they are This episode is for anyone trying to understand why revenue feels harder than it should, and what to do about it. Thank you to the great team at Virtual Causeway for sponsoring this episode! YouTube - https://lnkd.in/g8PgcDg5 Spotify - https://lnkd.in/gjbU57XW Apple - https://lnkd.in/gpsdgV5r #RevenueLeadership #GoToMarket #RevOps #ModernGTM #B2B #SaaS #RevenueProblemSolversPodcast

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I’ve noticed a seismic shift in marketing leadership over the last few years. MarTech tools have become more expansive and complex, but the skills gap between platform adoption and utilization has only widened. Instead of leaning into these shifts and empowering teams to leverage new software, I see current marketing leaders hesitant to embrace the change. This has led to team reductions and uncertainty for mid-career marketers. I see too many talented marketers #openforwork or freelancing—when they should be recruited to fill these obvious talent gaps. If you’re a B2B SaaS company selling to marketers, then you know firsthand that platform adoption is slowing and facing more resistance. ↳ Is it culture? ↳ Is it risk aversion? ↳ Is it intimidation? ↳ Is it the fear that their brand of leadership has become obsolete? I think we all see a problem. Bad design is rampant. Social media is underutilized. Most marketing that could be good—or should be good—just isn’t. And the list goes on. But who is to blame? I point the finger at current leadership. Marketing leaders need to embrace the pace of change and the speed of technology. These platforms not only supercharge current marketing efforts, but also relieve workloads and performance bottlenecks. Yet, marketing leaders just don’t seem to be moving towards adoption. A new generation of marketing leadership is needed to take the industry forward—and at the speed it requires. That’s what I’m hoping to build with The Selfmade CMO. I want to offer my nearly two decades of marketing experience, along with my expertise in human behavior, to push the industry forward. Take a look here... https://lnkd.in/e_2B3KmT -------------- *𝕀 𝕦𝕤𝕖 𝔸𝕀 𝕥𝕠𝕠𝕝𝕤 𝕣𝕖𝕘𝕦𝕝𝕒𝕣𝕝𝕪 𝕒𝕤 𝕒 𝕨𝕣𝕚𝕥𝕚𝕟𝕘 𝕒𝕤𝕤𝕚𝕤𝕥𝕒𝕟𝕥. 𝕋𝕙𝕚𝕤 𝕡𝕠𝕤𝕥 𝕨𝕒𝕤 𝕖𝕕𝕚𝕥𝕖𝕕 𝕗𝕠𝕣 𝕔𝕝𝕒𝕣𝕚𝕥𝕪 𝕒𝕟𝕕 𝕘𝕣𝕒𝕞𝕞𝕒𝕣 𝕨𝕚𝕥𝕙 𝔸𝕀. 

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Misaligned GTM teams are 2x more likely to miss revenue targets. Here's how top CROs and CMOs are fixing that - together. The post The CRO & CMO Playbook for Creating GTM Alignment appeared first on GTMnow. https://lnkd.in/enH_HYru

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B2B marketing budgeting and forecasting is a new drama theater because of the attribution gaps. CFOs and leadership expect CMOs to present leads and marketing-sourced revenue to justify budgets aligned with their CAC targets. Can't prove leads/pipeline? Cut! But there is our fault as well. Jon Miller nailed it down at our Full-Funnel Summit: "We treated marketing like a gumball machine. I would go to my CFO and say if we need to double the number of leads, then I'm gonna need to double my budget. We taught them to think you put a quarter in, you get an MQL out." The reality we all know: B2B buyer journey is happening across multiple channels and touchpoints. But CRM only captures the last touchpoint, creating a false picture of what actually drives deals. This attribution gap is why marketing gets blamed for pipeline misses when the real issue is measurement, not performance. Here's what's working for me to stop the attribution debates and build partnership with CFO. 1.SET UP A BLENDED ATTRIBUTION MODEL. - Self-attribution («How did you hear about us?» - field in your webforms) - Touchpoints that were identified in the digital analytics (ideally, set up end-to-end analytics) - Customer interviews (ask about the main interactions with your company) 2.BOOK A MEETING WITH CFO AND SUGGEST SOLVING AN ATTRIBUTION & CAC QUIZ TOGETHER. Present a recent deal analysis with multiple touchpoints. Example: 1. Buyer discovers us through webinar promoted in our newsletter 2. Sales rep sends cold email cadence to the buyer, no reply. 3. Buyer shares content from the webinar internally 4. Decision-maker engages with content on LinkedIn 5. Decision-maker meets our sales rep at conference, agrees to reconnect, but doesn't reply to sales follow-ups 6. Decision-maker reads several case studies on the website 7. Buyer independently reaches out to a few clients for reference 8. Buyer sends an email to a sales rep asking for a discovery call Now, play a quiz with your CFO: - Which touchpoint gets attribution credit? - Is this marketing-sourced or sales-sourced opportunity? - How do we calculate CAC across multiple channels? - What's the ROI of that untracked reference call? 3.AGREE WITH CFO AND LEADERSHIP ON TWO TYPES OF REPORTS. Program Report: Define together leading and lagging indicators: - Account coverage metrics - Pipeline influence - High-intent website activity - Discovery calls generated Pipeline & Revenue Report: Dashboard with key revenue metrics: - Sales opportunities - Win rates - Average contract value - Sales cycle length - Pipeline velocity - Revenue 4) AGREE ON BUDGET/CURRENT REVENUE RATIO, AND REPORT ON IT. The result: Your CFO understands the complexity of B2B attribution. You develop together meaningful attribution and define the right metrics. Conversation shifts from "prove me it's marketing-sourced" to allbound revenue. Curtain 🎭

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In 2026, more organizations will lead with the customer experience, not the gen AI model. Algolia’s Nate Barad shares his prediction for #AI’s impact on customer journeys with Isaac Sacolick in StarCIO: https://lnkd.in/en8xWYGe

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