A future-facing conversation about what happens when AI starts reshaping the whole B2B go-to-market system: targeting, intent, content, seller enablement, pipeline generation, forecasting and follow-up. The episode explores whether AI makes sales and marketing more aligned, or whether it creates more noise, fragmented messaging and over-automated buyer experiences.

Core questions:

If AI can increasingly identify accounts, generate content and automate GTM workflows, what parts of sales and marketing still require human judgement?

Does AI make sales and marketing alignment easier, or does it create new risks around messaging, governance and customer experience?

How should B2B teams combine fit, intent, engagement and pipeline data to know where to focus human effort?

A practical episode on the rising cost and declining efficiency of LinkedIn as a default B2B growth channel. The conversation should unpack why costs are increasing, why targeting can be weaker than marketers assume, and how teams can diversify their media mix without losing B2B precision.

Core questions:

Why have LinkedIn leads become more expensive for many B2B teams?

Where does LinkedIn still work well, and where is it being overused?

What should marketers do instead if they need efficient demand creation at scale?

A discussion about the gap between marketing productivity and actual commercial growth. AI can help teams produce more content, launch more campaigns, and analyze more data, but that does not automatically create differentiated positioning, better targeting, or stronger demand.

Core Questions:

* Why does more marketing output not necessarily translate into more growth?

* What are the hard problems in B2B growth that AI does not automatically solve?

* How should marketing leaders avoid confusing efficiency with effectiveness?

A big-picture episode on the future of B2B marketing as execution becomes increasingly automated. The central argument is that brand, narrative, trust, taste, and market understanding may become more important precisely because the mechanics of marketing become easier to copy.

Core questions:

If AI commoditises execution, does brand become more important or less important?

What will separate high-performing B2B marketing teams from average ones by 2030?

How should marketers build brand in categories where buyers are rational, risk-averse, and under pressure to prove ROI?

AI now makes it possible to speak directly to every account with 100% personalised pain points. This shift is forcing a fundamental rethink of how we build pipeline and what role traditional digital advertising should play.

We’ll explore:

Are traditional digital ads still relevant in an AI-first world?

Is the art and creativity of advertising under threat, or about to be redefined?

How can hyper-personalisation make advertising more powerful, not less?

Do we need to rethink GTM from the ground up, and if so, how?

Where do you see the biggest breakdowns in sales and marketing alignment today?

We’ll open by examining the core pain points, ranging from misaligned definitions of leads, gaps in data hygiene, inconsistent routing, lack of visibility, and unclear expectations around follow-up and attribution.

What frameworks, rituals, or processes have helped you build alignment in your teams?

Whether it’s your “white-glove” ABM rituals, pipeline reviews, monthly planning cycles, content co-creation, or data governance processes, this is an opportunity to share repeatable practices that have reshaped collaboration.

How do you ensure that messaging, campaigns, and data strategies actually support sales outcomes?

Here we’ll explore the systems and methods you use: qualification models, CRM workflows, content loops, planning cadences, or cross-functional stakeholder engagement to keep programmes tied to commercial impact.

If you could fix one thing about the sales and marketing relationship in your current or past roles, what would it be?

A chance to zoom out. What fundamental shift (structural, cultural, or operational) would unlock meaningful progress?

An episode about how AI and automation change demand generation without eliminating the need for human strategy. The conversation should position automation as a way to remove manual work while making human judgement around category, customer, creative, and commercial priorities more important.

Core questions:

What should demand generation teams automate, and what should they deliberately keep human?
How does the marketer’s role change when targeting, activation, and optimisation become more automated?
What is the human edge in a world where every competitor has access to similar AI tools?

Attribution in B2B is famously broken: 9-month sales cycles, buying committees of eight, and a dark funnel that no pixel can see. In this episode, we skip the theory and get tactical. We dig into which attribution model actually fits your go-to-market motion, how to blend self-reported attribution with CRM data to get a picture you can defend, and what to tell your board when multi-touch numbers don’t add up. If you’ve ever been asked “what’s marketing’s ROI?” and felt your stomach drop, this one’s for you.

Intent platforms promise to tell you who’s in-market before your competitors know. The reality? Most teams pay six figures for signals nobody acts on. In this episode, we go deep on separating signal from noise: how to build ABX plays your sales team will actually run, what a realistic 90-day success plan looks like after implementation, and the honest conversation about when that intent contract simply isn’t worth it. Practical scoring frameworks, orchestration examples, and hard-won lessons from operators running intent at enterprise scale.

Questions we will cover:

How has AI changed the way you approach marketing?

We’ll open by exploring how AI is reshaping day-to-day marketing work, from content and targeting to measurement and personalisation, to understand how each of you or your teams are experiencing this shift in practice.

Historically, how do you balance demand creation and demand capture (top and bottom of the funnel activities)? How are AI and personalisation at scale influencing this balance?

This will look at how you manage the tension between long-term brand and short-term pipeline, and whether AI-driven targeting is changing where marketers invest their focus.

If AI can now do most of what marketers once did to reach, engage, and convert customers, what’s the role of a brand in this new world? Do we still need to care about branding, or should we rethink our entire go-to-market approach from the ground up?

Here we’ll explore how brand identity and emotional connection evolve when technology handles much of the execution, and whether creativity, story, and empathy still matter as differentiators.

What new skills and mindsets will marketers need to stay relevant by 2030?

To close, we’ll look ahead at how the role of marketers is changing, from strategic leadership to creative experimentation, and what capabilities will define success in the next decade.

Intent platforms promise to tell you who's in-market before your competitors know. The reality? Most teams pay six figures for signals nobody acts on. In this episode, we go deep on separating signal from noise: how to build ABX plays your sales team will actually run, what a realistic 90-day success plan looks like after implementation, and the honest conversation about when that intent contract simply isn't worth it. Practical scoring frameworks, orchestration examples, and hard-won lessons from operators running intent at enterprise scale.

Our most popular topic returns, because the game just changed. When ChatGPT and AI Overviews answer buyers’ questions before they ever reach Google, what’s left of classic demand capture? In this episode, we rethink the creation-versus-capture balance for a world where the buyer journey starts inside an AI answer. How to rebalance budget between the two motions, why AEO is becoming the new SEO, and what “capturing demand” even means when there’s no search results page to rank on.

Paid social is where B2B budgets go to quietly disappear: climbing CPMs, audiences that overlap with every competitor, and a board that wants every lead attributed to the penny. This episode is a tactical reset on B2B paid. We get into creative that actually stops the scroll (and how AI is changing creative production and testing), how to structure campaigns around the buying committee instead of a single job title, and what to measure when the click almost never becomes the deal. If your LinkedIn Ads account is a money pit you’re afraid to turn off, start here.

Enough about what AI can do. This episode is about where the money’s actually going. We sit down with marketing leaders making real budget calls: headcount versus tooling, brand versus pipeline, what they’re promising their CEOs, and what they protect when finance comes asking for cuts. An honest conversation about the bets CMOs are making for 2027, which ones are already paying off, and which “AI transformation” line items are quietly getting killed.

 When every competitor can generate content, campaigns, and outbound at infinite scale, execution stops being a differentiator. This episode makes the case that brand and trust are the last defensible moat in B2B, and stress-tests that thesis with people who have to defend it in the boardroom. How do you make the business case for brand to a CFO who only looks at pipeline? Which brand metrics actually predict revenue? And is “brand” the answer, or just the thing marketers say when they run out of channels?

The question every CMO is asking in private: how do I structure my team when AI does the work of three coordinators? In this episode, we talk openly about which roles are disappearing, which skills are becoming critical (taste, judgment, orchestration), and the genuinely hard problem of developing junior talent when entry-level work is done by agents. Plus: how to lead your team through this transition without destroying morale, and what the org chart of a top-decile B2B marketing team looks like in 2028.

By the time a buyer fills out your form, the decision is 70% made, shaped in Slack communities, peer recommendations, review sites, and now conversations with AI assistants you'll never see in your analytics. This episode is about marketing to the dark funnel: how to influence buyers you can't track, why "brand-to-demand" is more than a buzzword, and which signals you actually can measure without driving yourself crazy over attribution. A realistic playbook for winning deals that never touched your nurture sequence.

By the time a buyer fills out your form, the decision is 70% made, shaped in Slack communities, peer recommendations, review sites, and now conversations with AI assistants you'll never see in your analytics. This episode is about marketing to the dark funnel: how to influence buyers you can't track, why "brand-to-demand" is more than a buzzword, and which signals you actually can measure without driving yourself crazy over attribution. A realistic playbook for winning deals that never touched your nurture sequence.

Enough about what AI can do. This episode is about where the money's actually going. We sit down with marketing leaders making real budget calls: headcount versus tooling, brand versus pipeline, what they're promising their CEOs, and what they protect when finance comes asking for cuts. An honest conversation about the bets CMOs are making for 2027, which ones are already paying off, and which "AI transformation" line items are quietly getting killed.

When every competitor can generate content, campaigns, and outbound at infinite scale, execution stops being a differentiator. This episode makes the case that brand and trust are the last defensible moat in B2B, and stress-tests that thesis with people who have to defend it in the boardroom. How do you make the business case for brand to a CFO who only looks at pipeline? Which brand metrics actually predict revenue? And is "brand" the answer, or just the thing marketers say when they run out of channels?