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And why most B2B GTM fails them Most B2B go-to-market strategies are built around supplier activity: leads, pipeline, conversion, influence. Even when teams talk about “buyer journeys”, they often just relabel the same internal process. Buyers experience something very different. For them, buying is work. It involves trade-offs, internal politics, and personal risk. B2B software purchases are not judged when contracts are signed, but months later, when outcomes are visible an

In the Content Marketing Institute's last published benchmark data , only 29% of companies say their content strategy is very or...

There is a reason the CLG Forum is obsessed with placing measurable customer results at the heart of GTM: it works. Hank Barnes,...

Using Product-Results Fit to drive retention and growth Our White Paper " Product-Results Fit: Rethinking Product-Market Fit " explored...

A question commonly asked of the CLG Forum is about the difference between Customer Led Growth (CLG) and Product Led Growth (PLG). Our...

Our Definitive Guide to Ideal Customer Profiles [requires free registration] sets out how to build an ICP to enable customer-led growth....

How companies buy technology often mirrors how B2B SaaS companies sell, or vice-versa. In the past, and still for many today, both sides...

To be useful, a goal has to be measurable. So ditch the vague concept of customer value; instead focus on measurable results for key roles.