Ryan McCurdy

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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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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Revenue teams are under pressure to do more with the same or fewer resources. In this episode of the Innovative Revenue Leader podcast, our host Seth Marrs sits down with Dan Morgese, Director of Research and Content at Gong, to break down Gong’s new State of AI report. 🤝 They explore: ✅ Why productivity is now the number 1 growth priority ✅ How top performers use AI for strategic planning, forecasting, and initiative tracking ✅ What separates experimental AI pilots from real revenue impact If you are building your 2026 growth plan, this conversation is a must listen. 👇 Watch on YouTube: https://lnkd.in/e7RMtDU6 #Sandler #InnovativeRevenueLeader #SalesEnablement #AIforRevenue

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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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GTM leaders face a seemingly impossible challenge: Accelerate growth and drive efficiency to reduce costs while navigating unprecedented complexity and change. Even though we are all deep in FY26 planning, it bears resurfacing a great blog post from Poggio enterprise sales exec Mike Montour on why traditional GTM planning is failing B2B revenue teams...and what you can do right now to course correct and position your entire GTM for a successful 2026. As Mike notes, "The revenue leaders whose organizations will win will be those who transform their GTM planning and execution from legacy approaches to become continuous and intelligent. Instead of relying on backward-looking data and making guesses about the future of an account, they are enabling modern GTM orchestration with agentic transformation at scale informed by deep, real-time intelligence on their customers." "Because in an era where everyone has access to the same prospects, victory will go to those who understand their customers the best, act on that understanding the fastest, and do so with the greatest relevance in demonstrating how their solutions uniquely solve each customer’s specific priorities and challenges." Here here. (Link in comments below ⤵️ )

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Most sales teams have the content. What they don’t have is clarity on when and how to use it. That was one of the biggest takeaways from Allego’s recent guide on building a high-impact sales content taxonomy. We’ve relied on taxonomies for years to help reps find the right deck, case study, or ROI calculator. But now, it’s not just about helping humans search. AI is increasingly responsible for surfacing content during a sales cycle. And AI still needs structure. If your content isn’t organized by stage, persona, product, or vertical, your tech can’t help your reps. So yes, taxonomy is still important. Maybe more important than ever. But it’s changing. It’s no longer about just building a clean folder system. It’s about structuring your content so your AI tools can retrieve the right summary or snippet in real time. If your taxonomy isn’t mapped to the buyer journey, your reps and your AI are both guessing! We broke this down clearly in the guide, including examples by sales stage and industry. Let me know if you're interested and I'll shoot it over to you!

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Most B2B teams don’t have a data problem. They have an ICP segmentation problem and are trying to solve it with ZoomInfo, Clay, and additional enrichment. The question they should be asking is: Which accounts actually map to your ICP segments, and who’s in the buying group? Without that clarity, more data just means more noise. And noise costs money. I’ve watched this play out over and over in B2B SaaS: ① More fields. More dashboards. More “signals.” ② Still fuzzy on ICP. Still targeting too broadly and using intuition. Still missing your target number(s). Still having contentious and stressful weekly pipeline meetings? Because here’s the truth: Enrichment doesn’t solve a segmentation problem. It just lets you guess with more columns and overwhelming noise. Here are 4 steps to fixing that—and what we preach AlignICP: 1. Define ICP segments based on outcomes — not opinions. Who closes, expands, renews, and drives LTV? Use sales metrics (win rates, ACVs, days to close, etc.) and revenue metrics (AKA product market fit metrics like ARR, NRR, etc.), and use case. 2. Operationalize a unified account list — so Sales, Marketing, and CS are rowing in the same direction and prioritizing the right target segments and accounts. 3. Map the buying group per segment — know which roles must be involved (and which ones are missing). 4. Then—and only then—layer on enrichment to close the real gaps. So you're narrowing your focus and 1 execution and reducing GTM waste on low-value accounts. Check out the long-form explainer and framework I've packaged up at: The Definitive Guide to Data-Driven ICPs for Predictable SaaS Growth 👉 Read it here: https://lnkd.in/gSnkSG5p If you're buying data before locking in segment truth and buyer clarity, you're not getting smarter—you’re just getting louder. #B2BSaaS #GTM #ICP #DemandGen #ABM #Pipeline #RevOps #CustomerData #ABM #ABX #PMM #GTMstrategy

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Is your SDR motion resilient, or just "busy"? For many GTM leaders, a "tactical fix" for email health often reveals a deeper structural liability: Tool Sprawl. When your team is juggling six disconnected point solutions, they aren't selling; they are paying a "fragmentation tax". At 3Sixty Insights, we tracked how one company moved beyond the "Franken-stack" to a unified Sales Operating System. The shift wasn't just about saving money—it was about reclaiming the team's headspace.The Analyst Verdict:From Patching to Rebuilding: Stop layering niche tools on top of a fragile motion.The 50% Rule: By removing the "seams" between systems, SDRs in this study moved from an email-only past to spending 50% of their day on the phone.Step-Function Growth: Consolidation delivered a 95% productivity lift and tripled pipeline.Stop managing a stack. Start managing your mission.

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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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GTM Engineers are becoming a core part of modern revenue teams 💰💪 That’s why we are excited to be the exclusive data partner of the first-ever State of GTM Engineering Report. This is the *first* real benchmark for this function (major shoutout Garrett Wolfe) This report brings together insights from 228 respondents across 30+ countries, covering everything from compensation and tooling to scope and revenue impact. ++ our contribution is in pretty great company alongside so many other awesome companies like Clay, Ramp, Unify, Rippling, Vercel, Default and all the rest! A must read for anyone interested in the GTM space: https://stateofgtme.com/ #StateofGTME

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Are VoiceAI companies launching great demos or production-ready Conversational AI APIs? Check out the VAQI benchmark and how it helps answer that question...

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Most enterprise GTM failures aren’t execution issues. They’re design issues. In this clip, Rik Schrader explains why starting with a clear North Star - and aligning the org and selling motion to it - is what creates early traction and prevents constant GTM rebuilds. Full episode: https://lnkd.in/dYU2WawZ

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How JellyCloud Powers Cloud Providers to Win Deals Over the Hyperscalers Not every win makes headlines. But recently, a Tier 2 provider quietly landed a competitive deal that most would’ve assumed was headed straight to a hyperscaler. No noise. No undercutting. Just a better offer, enabled by JellyCloud. What Made the Difference? No price war. No hype. Just a smarter play. Here’s how they won: - Zero lock-in. Customer kept control of infra and roadmaps - No code rewrites. Apps ran across clouds, untouched - Auto-placement. Workloads moved for cost and compliance, not vendor preference - Built-in observability. No duct-taped dashboards - Full margin. No platform tax, no channel squeeze What They Brought to the Table Apps ran across clouds with zero refactoring Workloads placed automatically for cost and compliance Built-in observability, no duct-taped dashboards No vendor tax. No forced platform. Just choice. The result? A cleaner deployment, faster time to value and a customer that stayed in control. We stayed behind the scenes handling the platform and APIs. They kept the relationship, the delivery and the margin. Zooming Out Roughly 70% of the cloud market is still locked up by the Big 3. That’s $460B in deals most providers don’t even get to compete for. JellyCloud helps shift that by giving cloud providers the tools to lead with control, not compromise. No need to mimic the hyperscalers. Just offer something better. A Thought People say multi-cloud is about cost or lock-in. Sometimes it is. But often, it’s about giving the customer flexibility without adding chaos. That’s the value providers can lead with. And that’s where JellyCloud fits. If you’re quietly building something that deserves a seat at bigger tables, we’d be glad to help. We’re not just winning deals, we’re changing the game. Curious how this could work for your cloud stack? Let’s connect. #CloudProviders #MultiCloud #CloudControl #LockIn #migration

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Everyone’s experimenting with AI. High-performing GTM teams? They’re operationalizing it. That’s what this new Enablement University course from Highspot is all about. “AI for GTM Leaders” gives you four quick, focused lessons on how to apply AI in the real world—from training to content to coaching. It’s the perfect companion to the AI innovations we recently announced at our Summer Launch: 🧠 Adaptive Learning 📊 Skill Coaching 🎙️ AI Role Play 🤖 Highspot Agents If you’re building an AI strategy that drives performance (not just headlines), this course is a smart place to start. Start learning today 👉 #AI #GTM

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AI isn’t replacing product marketers. It’s amplifying them. From faster research to smarter content, product marketers are already using AI to increase agility, scale impact, and stay ahead of market shifts. But it's not all plug-and-play. Product marketers need to watch out for: • Inaccurate outputs • Off-brand tone or messaging • Data privacy risks • Over-reliance on automation Pro tip: Use AI as your starting point, not the final word. Always train the tools you plan to use on brand guidelines and incorporate testing in your workflow. What are your challenges in leveraging AI for product marketing initiatives? #ProductMarketing #AIinMarketing #GenerativeAI #PMM

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Account-based Marketing list always looks great on paper… until half the names bounce. Some GTM teams build an ABM list once every week… and assume it stays valid forever. But the truth? Your accounts are changing faster than your data. New execs join. Budgets shift. Teams expand or churn. And your pipeline ends up chasing ghosts. Here’s the pattern we see: Static ABM = lag. Your CRM shows the world as it looked last quarter. Dynamic ABM = advantage. Your strategy updates in real time, as markets and teams evolve. That’s exactly what Persana’s Account Orchestration delivers: ⚡ Continuous tracking of org changes, funding, and team growth ⚡ Live detection of tech swaps and company expansions ⚡ Signals that flow directly into your campaigns and sequences No manual refreshes. No “who’s still here?” moments. Just accounts that evolve as your market moves. With Persana, your ABM can finally act like a living ecosystem.

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