Brian Carroll

Where do companies go wrong trying to get GTM alignment? Martha Mathers says experience can sometimes work against us. We’ve solved similar problems before, so we assume we already know what’s wrong. #GTM #B2BMarketing #leadership

Can marketing be strategic without helping sales win? Corey Livingston doesn’t think so. “Marketers have to come down from their ivory tower.” Her take on earning marketing influence is worth a watch. Full conversation below. markempa.com/why-gtm-rebuild… #b2bmarketing

Just because the gumball machine dispenses something doesn’t mean it’s valuable. The next step in B2B marketing is about quality conversations, not just quantity. lttr.ai/AsN2o #GoToMarket #GTM #B2BMarketing

You can’t keep turning the crank on the same outdated machine and expect fresh results. When the gumball machine breaks, it’s a wakeup call to rethink what really drives revenue. lttr.ai/AsGcD #GoToMarket #GTM #B2BMarketing

The old ways of measuring leads are like shaking a broken gumball machine—there’s no guarantee what will come out. It’s time to stop counting gumballs and start focusing on meaningful engagement. lttr.ai/AsARa #GoToMarket #GTM #B2BMarketing

The gumball machine is broken. @JonMiller helped build the marketing automation category. In this B2B Roundtable clip, he explains why “campaign in, MQL out” no longer matches how buyers buy. By the time buyers raise their hand, they’ve often already built the shortlist.

Well look at that. I’m a Verified ClickUp PowerUser (and AI Expert)! Cheers to productivity @ClickUp clickup.com/verified-power-u…

Marketing hit the pipeline target. Revenue still missed. A VP of Demand Gen recently told me this story. Marketing generated $13M in pipeline against a target of $8.5M. Pipeline goal achieved. Revenue goal missed. Here's why 100%+ Pipeline Coverage Still Misses Revenue Targets open.substack.com/pub/brianj… #sales #b2bmarketing

Content mapping isn’t just filling spaces on a calendar—it’s building a bridge between what your audience cares about and what your business offers. When you align content with buyer thinking, your message doesn’t just land; it resonates and converts. lttr.ai/AoIkx

Think of trigger events as the fuel for your GTM engine. They ignite prospects’ interest, keep the buyer’s journey moving, and drive team alignment behind every opportunity. lttr.ai/AoIJI #sales #b2bmarketing #GTM

Trigger events are the data-backed breadcrumbs that reveal prospects’ readiness. They enable sales and marketing to personalize outreach, build trust, and create unstoppable buying momentum. lttr.ai/AoBBU #sales #b2bmarketing #GTM

My sister-in-law @saravdwerf has touched so many kids’ and teachers’ lives through her math work and she shares all her resources for free. She’s always the one helping others, and right now she could use a hand. If you’re able, please consider supporting Sara: gofundme.com/f/support-for-s…

Content that lands isn’t crafted for everyone—it’s built for *your* buyer’s state of mind. Smart mapping matches topics, formats, and timing to buyer intent, creating an experience so seamless, it just feels right. lttr.ai/An6tS #GoToMarket #GTM #B2BMarketing

Is your content just noise, or is it guidance? Real content mapping is about anticipating what buyers want before they articulate it. When you truly align, your content becomes the roadmap buyers didn’t know they needed. lttr.ai/An6NL #GoToMarket #GTM #B2BMarketing

If your content isn’t following your buyer’s thought process, it’s already behind. Effective content mapping puts you in your audience’s shoes—anticipating questions, removing doubts, and moving them forward with confidence. lttr.ai/An5w4 #GoToMarket #GTM

Want your content to convert? Align every asset with your buyer’s perspective. True content mapping dives deep into what your audience *needs* to see, hear, and feel at each turn—they’ll trust you before they even meet you. lttr.ai/An4bU #GoToMarket #GTM

Stop guessing and start resonating. Content mapping that actually works means meeting your buyers exactly where they are in their journey. It’s not about more content—it’s about the right content, at the right moment, tailored to real decision points. lttr.ai/An32V

Modern GTM systems thrive on agility. When you design strategies around trigger events, you capture buyer attention at the peak of their motivation—before competitors even know the race has started. lttr.ai/An3dr #sales #b2bmarketing #GTM

Content Mapping That Actually Works: Align Your Content With How Buyers Think ▸ lttr.ai/An1hZ #GoToMarket #GTM #B2BMarketing