Look over my shoulder!

The conversation began with a frank and detailed discussion around the evolving role of AI in customer support—especially for product-led B2B SaaS companies.

Peter Mullen, Growth Leader of AI, GTM, Brand, and CX at Simply Systems LLC, explains why the “growth-at-all-costs” era is breaking trust and gutting long-term value. Drawing on 30 years of scaling tech brands, he urges marketers to pivot spend toward thought leadership, brand integrity, and customer experience so revenue compounds instead of spiking and crashing.

The survey found top-performing marketing teams excel in six key areas during a time of economic uncertainty— marketing budgets remaining stagnant or shrinking that make it even harder to scale programs and drive revenue growth. These obstacles come as B2B marketers report what they perceive as unrealistic leadership expectations in a time when email open rates and form fills are declining.

Generative AI presents an enticing proposition: enhanced productivity, improved decision-making, and cost efficiencies. According to Rain Group, 72% of sales teams already leverage AI for content creation, employing it for initiatives like blog posts, articles, and social media content. GenAI’s ability to streamline content generation and personalize marketing efforts can vastly increase customer engagement. Yet, despite these advantages, widespread adoption faces significant stumbling blocks.

The martech landscape grew again since last year, up 9% to 15,384 solutions. While new AI natives continue to blossom, the previous generation is consolidating more. There’s also an exploding “hypertail” of custom software.

Strategic partnerships to scale a small business can accelerate your efforts by opening up new markets, expanding capabilities, and strengthening your brand—all without adding overhead. The key is finding the right partner, one whose strengths complement yours, and setting clear, shared goals from the start.

From ChatGPT to Gemini, here's what each AI model trusts – and how strategic content earns visibility in generative search results.

New B2B technology has created “solution overload” for buyers. Even the most informed specialists are overwhelmed. At the same time, the buying group keeps getting bigger. And the buyer’s journey keeps changing. Today’s buyers are self-reliant self-educators who believe they don’t need your help shaping their purchase criteria or to talk to you at all until they’re fully ready.

Our obsession with efficiency has tremendous costs, not just financial. We are only starting to recognize these, but I’m not certain we understand the magnitude of these costs.

Millennials are killing everything. At least, that’s the message in the media right now–they’re killing the mortgage industry, they’re killing diamonds and golf, and they’re even killing napkins.

As a sales leader, there is one overarching thought to keep in mind: It is your responsibility to push your sales reps to greater heights than they would achieve on their own. Otherwise, you are excess cost.

Over 20% of global retail sales are now online, and that number keeps growing every year. But before you launch, there’s one big decision you need to make!

Building a following on LinkedIn has the power to change your business and career. But don’t just take my word for it.

My biggest pivot was leaving a stable finance job—investment banking, Excel-models-at-midnight kind of stable—for a scrappy startup marketing role in New York. It was a total 180. I went from spreadsheets and pitch decks to doing whatever it took to help this startup grow. But it completely opened my eyes.

A typical day for a sales development rep? It’s all about finding new leads, figuring out whether to call, email, or do both, crafting an offer that actually gets attention, and following up to turn interest into deals. Sounds simple—but anyone who’s done it knows it’s far from easy.

Are you struggling to explain AI technology in a way that actually connects with your audience for B2B marketers? Many marketers find themselves caught between maintaining technical accuracy and creating engaging content that resonates with their audience. The stakes are high if your message is too technical. You’ll lose engagement to simplify it, and you might lose credibility.

It’s not just execution, most GTM failures reflect poor capital allocation. Spot these five warning signs before you lose more than revenue.

GenAI success depends on strategic use, smart investments and strong governance—not just experimentation.

If you’re like most of the founders I work with, you’ve had this thought more than once: “The way we’re doing this part of the business isn’t wrong, but it’s not quite right either.”

In a world obsessed with AI sales agents and automation, let's talk about something decidedly old-school: picking up the phone. I know, I know — cold calling ranks somewhere between dental appointments and tax audits on everyone's fun scale. But what if I told you that's precisely why it works?

As organizations look to optimize operations and elevate employee experience, one emerging technology is quietly transforming the workplace from the inside out: digital twins.

The world of small business is constantly changing. Today, a new wave of entrepreneurs is navigating an incredibly challenging environment with perseverance and optimism.

There’s always been a subtle difference between “doing” and “being,” which is important in the context of AI customer experience.

Generative AI storytelling has exciting potential, but also has raised fears that AI would replace storytellers entirely and take away creative jobs.

Given the billions on social media, brands must be there, too. But a presence isn’t enough. Success needs a strategy. Learn how alignment, regulatory impact, employee advocacy, and AI all play a role.

Low prices can generate customer loyalty, whereas reliability and reputation foster brand loyalty. To maximize customer retention, organizations should strive for both.

Data privacy laws can be confusing. But the impact of getting them wrong can be huge. In this guide, we explore the current laws and highlight the changes that are soon to be in place. We’ve presented the essential information in marketer-friendly terms to add clarity around all the data privacy changes on the horizon and how best to prepare.

The race is on to parent your soon-to-be sprawling set of AI agents with orchestration layers, AI studios and a bevy of tools to build, deploy, manage and optimize this digital workforce. Being in the pole position as an agentic AI platform is going to be lucrative for a few enterprise vendors, but choose wisely.

The highest-earning reps? They think like owners. They take responsibility for their number, their mindset, and their mission. They don’t wait for leads to be handed to them or settle for “good enough.” They build a pipeline like a business, because it is.

This had to be one of my favorite interviews of the year. I sat down with fellow Pavilion member Kyle Lacy, former CMO at Jellyfish. When I interviewed him he was at Jellyfish but he has since taken on the CMO role over at Docebo (congrats!). I think you’re going to love this episode.

Traditional defenses are crumbling. Uncover the four pillars of a JTBD-powered strategy to thrive in the age of AI-driven replication.

Consumers, concerned about rising prices, are holding off on large purchases while they try to determine how the economy will fare, putting brand loyalty at risk.

These 8 ChatGPT prompts help reset your mindset and set you up for a confident, productive week

Great SEO starts with smart testing. Here’s why even failed tests drive big wins – and how to build a data-backed testing process that works.

How organizations can reap the benefits of AI, according to an exec who has spent his career helping companies innovate

High-performing salespeople are valuable assets for any organization. Sales reps exceeding the figures of their peers are naturally sought after and may be subject to poaching from other companies.

5 ways to unlock AI's true cognitive potential.

Some Silicon Valley firms have turned to a controversial performance-review system that rewards and removes workers based on rankings. Will other firms follow?

The evolution of the retail landscape has been markedly influenced by the emergence of the “new” type of shopper, the omnichannel shopper. In fact, over 73% of shoppers acknowledge using multiple channels during their shopping journey.

If you feel like you’re late to the game… stop it. Even the most “experienced” AI experts (at least from the consumer side) have only been at it for a year or two. If you’re ready to start using AI, follow these steps.

Are you a sales person in need of a complete sales and marketing plan? This short series of plan will give you a Customer Avatar, Sales Strategy, and Content Map all in one!

There’s a problem, however. While the majority of sales and business professionals endorse development and use of personal branding, there’s no real common agreement as to what exactly it is. Many people conflate elevator pitches and personal branding. While elevator pitches are an important part of personal branding, they’re just that – only one aspect of the whole.

CMOs face rising ROI pressure, tech skill gaps and AI disruption. Here's what 500+ marketing leaders revealed in our 2025 State of the CMO Report.

Sellers in 2025 face a perfect storm: economic and political uncertainty, rapid tech advancements, lengthening sales cycles, and increasingly complex buying committees. Expectations haven’t adjusted to this new reality; sales leaders are still on the hook for aggressive growth.