CEO @GTM Partners | WSJ best selling Author of MOVE | Co-founder @Terminus @Peak Community

10 years ago, found my true passion: Teaching.

1️⃣ Teaching business – How to build and scale companies to win in business.
2️⃣ Teaching leadership – How to align teams for success to win at work.
3️⃣ Teaching life – How to bring work "skills" home to lead in life.

That’s why I combine them all to teach the business of Go-To-Market, leadership, and life.

Built and exited two well known companies (Pardot → Salesforce $2.7B, Terminus → acquired twice).
Written 3 books, including WSJ bestseller MOVE: The 4-Question Go-To-Market Framework.
Created the GTM Operating System, now used by thousands.
Hosted 1,000+ podcast episodes on GTM Made Simple.
Taught 70,000+ students through my LinkedIn courses.

I write daily on LinkedIn around the five core truths about Go-To-Market:

🚀 Trust in NRR.
🚀 CEO owns GTM.
🚀 Systems > Goals.
🚀 GTM is a transformation process.
🚀 Business transformation happens in teams.

175K+ people read my weekly research note on GTM: https://gtmonday.substack.com/
11K+ people follow my personal insights: https://becomingintentional.substack.com/
10k+ people apply principles of going from full-time to fractional to make $250k to a $1M a year: https://fractionalfreedomfriday.substack.com/

To Book me for speaking, keynotes: https://sangramhere.com/ or just DM me.

I’m on a mission to make Go-To-Market simple—for CEOs, founders, and teams. If you want to bring clarity, alignment, and trust to grow your business, let's talk.

Join my MOVE book companion course for CEOs, founders and GTM leaders 
and GTM Operating System Course (Used in two $100M+ exits, rated 4.5/5 stars)

DM me. Let’s build something great—intentionally. Join the MOVEment!

Sangram Vajre

my 15-year-old just closed a $300 deal + $50/month retainer.

here's how it happened.

i told him early on: we'll pay for tennis shoes, rackets, training. but food with friends? you gotta earn that.

when he was younger, we paid him for reading books. never for chores. chores are just part of being in a family.

now at 15, time to level up.

so he went to his tennis coach and asked a simple question: "what do you need help with?"

turns out they run Facebook ads and get about 15 leads a day. but no one has time to call them back quickly.

he said: "i'll call every lead as soon as they click."

now he's learning FB ads. learning CRM. learning follow-up.

$300 to set it up. $50/month to keep it running.

honestly... i'm starting to wonder if college is even the move. or if he should just keep building this.

but here's what i know for sure:

the right kind of pressure makes kids think outside the box.

not pressure to be perfect. pressure to figure it out.

my wife gave me that same gift in 2014 when she said "you have 1 year make your business work or you need to get a real job."

that led me to build Terminus (by DemandScience) to incredible heights and now i am doing the same with GTM Partners.

it's time to pass on the "healthy" pressure and see what happens next.

how are you teaching your kids about money and work?

love,
sangram

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Terminus (by DemandScience)

GTM Partners

Built two $100M+ companies | WSJ Best Selling Author of MOVE on go-to-market | GTMonday Editor with 175K+ subscribers teaching the GTM Operating System

in 2014, i asked my wife if i could quit Salesforce and start a company.

we had debt, no savings, and a second kid on the way.

she didn't say no.

but she didn't say yes either.

after a week of back and forth, she said 3 things that changed my life:

1. "i don't want you to have any regrets—or me stopping you."

2. "i'll get a job so we can pay the mortgage and keep going."

3. "you have 1 year. make the business work or find a real job."

she handed me permission and pressure at the same time.

that lit a fire i didn't know i had.

in the next 12 months:

→ we built Terminus (by DemandScience) from $0 to $1M ARR in 9 months
→ created the ABM category
→ launched 4 FlipMyFunnel events
→ started a daily FlipMyFunnel podcast
→ wrote ABM for Dummies

all because she believed in me enough to bet on me—and loved me enough to give me a deadline.

today, as a 2x entrepreneur, here's what i know:

the people who change your life aren't always the ones who say "you can do it."

sometimes they're the ones who say "you have 1 year. prove it."

who believed in you before you believed in yourself?

love,
sangram
p.s. if you've been in GTM at a corporate for 10+ years, it's 10x easier today than it was for me in 2014 to launch your own thing. do it.

Salesforce

i asked 1,500 people at a conference:

"how many of you are using AI?"

every hand went up.

"how many are using AI to be more productive?"

every hand stayed up.

"how many of you are actually more productive?"

the whole room laughed.

that's the irony of 2026.

we have more tools than ever.
more automations than ever.
more AI than ever.

and somehow... we're busier than ever.

here's what i think is happening:

AI is making us faster at the wrong things.

→ faster at creating content no one reads
→ faster at sending emails no one opens
→ faster at building reports no one acts on

speed without strategy is just organized chaos.

the companies winning right now aren't the ones with the most AI tools.

they're the ones who got clear on what actually matters—then used AI to do only that.

productivity isn't about doing more.

it's about doing less of the wrong things.

what's one thing AI helped you stop doing?

love,
sangram
p.s. i love doing keynotes and saying things no one will say it out loud :)

just finished my 7th CEO roundtable and had a light bulb moment.

every single CEO is talking about AI.

but almost all of them are focused on the same thing:

→ cut headcount
→ automate tasks
→ reduce spend

and then they wonder why nothing feels different.

i wonder if we're looking at AI all wrong.

AI isn't meant to reduce cost.

it's meant to increase value.

cost reduction is a one-time win. you cut once, you're done.

value creation compounds. new products. new markets. new ways to serve customers.

the companies winning with AI aren't asking "how do we do the same thing cheaper?"

they're seem to be asking "what can we do now that we couldn't do before?"

that's a completely different question.

and it requires a different mindset.

not "replace the human."

"elevate the human creativity and capacity."

one CEO paused and said: "i've been solving the wrong problem."

immediately energy came back into the conversation and we went 30 mins over talking about all the positives that comes with adding AI without trying to cut costs as the primary driver.

my big take away: 

i am going to start thinking and advising CEOs on how to use AI to increase value and not reduce cost as a starting point moving forward.

begs the question - which one are you doing — reducing cost or increasing value?

love,
sangram
p.s. DM me if you are a CEO and need GTM advisory related to this topic.

i spent 20+ years exploiting the B2B playbook.

built two $100M+ companies. three best-selling books. thousands of GTM strategies deployed.

and now i'm ready to say it out loud:

i helped write the OLD playbook. now i'm burning it.

more headcount doesn't mean more revenue.
more tools doesn't mean more pipeline.
more activity doesn't mean more growth.

we've been optimizing a system that's running out of gas.

the next era of B2B doesn't belong to the exploiters.

it belongs to the explorers.

that's exactly what i'm unpacking in my opening keynote at Agentic GTM: Realizing Revenue on March 26-27.

the talk: Growth Without the Bloat

here are the 5 BIG ideas i'll break down:

→ revenue per employee and NRR become the only metrics that matter
→ services as a software takes over SaaS
→ generalists will be more valuable than specialists
→ the rise of experienced solopreneurs fueling a new SMB category
→ AI to increase business value — not reduce cost

this isn't theory. it's what i'm seeing work right now.

if you're a CEO, CRO, or CMO trying to figure out what's next — this one's for you.

which of the top 5 BIG ideas are you excited about? 

📅 March 26 | 11:00 AM ET
🎟️ Attend The Metadata.io Agentic GTM: Realizing Revenue Virtual Event
Register now link here:  https://lnkd.in/eZJen_RD

love,
sangram

took me 4 years to figure this out. now i see it everywhere.

CEOs don't pay premium for strategy decks. they pay for clarity.

after $7M+ in GTM advisory,  here are the ONLY 8 things CEOs actually write BIG checks for:

𝗙𝗢𝗖𝗨𝗦 (𝘀𝘁𝗼𝗽 𝘁𝗵𝗲 𝗰𝗵𝗮𝗼𝘀)

1. define your ICP & prioritize segments — stop chasing the wrong customers.

2. build a roadmap around your highest-value products — focus on what drives real revenue.

3. develop a differentiated point of view — stand out instead of competing on price.

𝗘𝗫𝗘𝗖𝗨𝗧𝗜𝗢𝗡 (𝗺𝗮𝗸𝗲 𝗶𝘁 𝗿𝗲𝗽𝗲𝗮𝘁𝗮𝗯𝗹𝗲)

4. implement a GTM motions playbook — repeatable plays that actually work.

5. accelerate ROI & time-to-value — turn customers into advocates, fast.

6. focus on data-driven customer and product insights — fuel NRR growth.

𝗔𝗟𝗜𝗚𝗡𝗠𝗘𝗡𝗧 (𝗺𝗼𝘃𝗲 𝗮𝘀 𝗼𝗻𝗲)

7. create an executive GTM dashboard — full visibility, no surprises.

8. align teams with clarity & trust — move faster, execute better.

notice what's NOT on this list?

more leads. more content. more tools.

CEOs at $10M–$100M don't need more. they need less — with more precision.

which of these 8 is your company struggling with most right now?

love,
sangram

p.s. our 100+ GTM OS Certified partners solve these 8 problems daily for CEOs from startups to billion dollar companies. if you need help, check out GTMarketplace or just dm me.

a CEO of an $11M company asked me last week:

"we're growing 30% a year. why does it feel like we're running in place?"

i asked one question: "what's your NRR?"

she paused. "i think it's around 90%."

that's the problem.

here's the math most CEOs don't run:

→ 90% NRR: you lose 10% of your revenue every year. you need 40% new business just to grow 30%. you're filling a leaky bucket.

→ 110% NRR: your existing customers grow 10% on their own. now you only need 20% new business to hit the same 30% growth.

→ 120% NRR: your customers are doing the heavy lifting. new logos become gravy, not survival.

same growth target. completely different effort.

most CEOs at this stage are obsessed with new logos. i get it. new logos feel like progress.

but the companies that scale aren't the ones with the best sales teams.

they're the ones where customers stay, expand, and refer.

NRR isn't a CS metric. it's a GTM metric.

if your marketing and sales teams aren't thinking about retention and expansion, you're leaving the easiest revenue on the table.

her response: "i've been solving the wrong problem."

do you know your NRR?

love,
sangram
p.s. building a GTMarketplace with 100+ certified GTM partners who are solving these problems daily for CEOs.

when you work for a company, every competitor becomes your enemy.

when you go fractional, every other fractional becomes your homie.

meet Matt Anthony and Stacy Sutton.

both are successful GTM leaders. both are GTM OS Certified Partners building profitable businesses. both are in ATL.

so what do they do? they meet up. they build together.

this is what happens when you shift from W2 to 1099.

something changes in your mindset.

you stop seeing other people in your space as threats. you start seeing them as allies.

but here's the thing no one talks about:

going fractional can get lonely. really lonely.

you leave the meetings, the Slack channels, the water cooler. you're on your own.

and then you find others doing the same thing.

now with 100+ GTM OS partners across the globe, i see this happening all the time.

people meeting up. sharing deals. building businesses together.

people ask me: "what's the ROI of building this community?"

my answer: a big smile on my face.

that's the ROI.

did i go overboard with the word "homie" here?

love,
sangram
p.s. follow Matt Anthony and Stacy Sutton for each of them are building an incredible practice to help CEOs fix and scale their GTM, fast.

last week, our GTM OS fractionals closed over $1M.

not in a quarter. in one week.

how? they follow the same system: brand, demand, delivery.

→ brand: they don't look like every other fractional. they use GTM OS certified research and process to stand out from the sea of consultants who aren't really building a business.

→ demand: they show CEOs exactly what they'll get. no fluff. outcome-based frameworks that make the value obvious before the first call.

→ delivery: with 100+ certified partners and data from 1000+ companies running on GTM OS, everything they do is already battle-tested. no guessing. no improvising. A+ delivery from day one.

most fractionals are winging it alone.

building their own decks. creating their own frameworks. hoping it works.

our partners don't have to.

they walk into every engagement with a system that's been pressure-tested across industries, stages, and company sizes.

this is why i love this community.

you don't have to figure it out by yourself.

you don't have to compete on price.

you don't have to feel like "just another consultant."

you get to build a real business — with a real system — alongside people who are doing the same thing.

this is the best time to go all in on building a fractional business... if you have 10+ years of GTM experience.

love,
sangram
p.s. throwback picture from GTM Made Simple roadshow

in 2024, we had 3 GTM OS Certified Partners.

today? almost 100. across 3 continents.

but the numbers aren't what got me this week.

it's this photo.

Shelli Ryan, APR, Fellow PRSA and Melanie J. Lennert-Anliker on stage in Dubai sharing our new research and building a profitable GTM business.

at the same time—same week—

GTM OS sessions running in the UK - Abbas Shivji Navin Jaitly - leading the way!

another in Sydney, Australia - Sue Foley, i see you!

 in Canada - Murtaza Kumail Abbas, you are killing it brother!

in San Francisco - Lydia Flocchini and Tim Hillison doing joint roundtables

Bryan Brown and i just looked at each other like... is this real?

we didn't build a course.

we get to build a MOVEment.

→ 3 partners → 100 partners
→ 1 county → 3 continents
→ 0 businesses on GTM OS → over 1,000 today

and now GTMarketplace has the leading marketing and sales execs ready to take control of their careers.

here's what i've learned:

you don't scale a framework by selling it.

you scale it by giving people something worth teaching.

the partners aren't just certified. they're invested. they're on stages. they're in rooms we'll never be in. they're reaching companies we'll never meet.

that's not a business model.

that's a belief system.

to every GTM OS partner out there—thank you.

you made this real.

who's someone in your world building something bigger than themselves right now?

love,
sangram

CEO @ Ad Hoc | Veteran Cross-border Go-to-Liquidity™ & Go-to-Market Operator, specialty in improved EBITDA quality and non-rep dependent revenue programs that create results in 90 days

CEO & Co-Founder CRO2go | Fractional CRO & Board Director | Scaling B2B SaaS & FinTech Revenue Across Europe | INSEAD Board Programme | Pioneering fractional leadership model | Speaker

Helping £1M–£10M Life Sciences, HealthTech & SaaS founders turn messy traction into predictable revenue | Fractional CRO | GTM Partner & Advisor

GTM Certified Advisor and Sales Specialist / Fixing Stalled Growth, in B2B Growth Focused Companies/ Best - Selling Author and International Speaker

Entrepreneur | CMO | Strategist | GTM Advisor & GTM OS Certified Partner

All Things GTM | Fractional Revenue Leader | Dad x 3

Legal Tech Category Designer & Leader | Fractional GTM Operator & Advisor | Creator of Legal Tech Revenue Science™ + Motion to Scale™ | 5× GTM Growth & Exits | Multi-GTM Awards| ILTA Influential Woman in Legal Tech

Turning Lumpy Revenue into Predictable Growth | Global GTM Operator + Engineer | FlexScale & FullStack GTM for Engineering-Led Scaleups | $1B+ Impact | Ex-Visa, Microsoft, PayPal | #gotimmarket

Transform your GTM & align your teams with our GTM O.S. framework & certification

***Hot take *** every company is about to land in one of three places.

and your GTM strategy depends on which one you're in.

𝗹𝗮𝗻𝗲 𝟭: 𝗽𝗿𝗼𝗱𝘂𝗰𝘁-𝗳𝗶𝗿𝘀𝘁 (Competition zone)

you compete on efficiency or necessity. your product gets cheaper every day. AI and automation are compressing your margins.

GTM here = speed to market, volume, low-touch sales. you win on distribution, not differentiation.

𝗹𝗮𝗻𝗲 𝟮: 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿-𝗳𝗶𝗿𝘀𝘁 (Winning Zone)

you compete on transformation. your customers don't just use your product — they become something different because of it. you get overvalued every day.

GTM here = outcomes, stories, premium pricing. you win on depth, not reach.

𝗹𝗮𝗻𝗲 𝟯: 𝘁𝗵𝗲 𝗺𝘂𝗱𝗱𝘆 𝗺𝗶𝗱𝗱𝗹𝗲 (Instability Zone)

you're not the cheapest. you're not the most transformational. you're just... there.

GTM here = competing on everything, winning on nothing. no clear positioning. no pricing power. no moat.

this is where most companies go to die.

the hard truth?

most GTM teams are building playbooks for lane 2 while their company is stuck in lane 3.

or worse — they're in lane 1 and pretending they're in lane 2.

the first job of any GTM leader is to get honest about which lane you're actually in.

then build the strategy that fits.

which lane is your company in right now?

love,
sangram

time for a reintroduction.

most of you know me as the Terminus guy. the ABM guy. the author of a few books.

but here's what i get to do now — and honestly, it's something i could only dream of.

i get to help people turn 10+ years of GTM experience into a real business.

not a side hustle. not "consulting between jobs." a real, sustainable business.

i've been doing this on and off for 5 years. but in the last year, Bryan Brown  and i have done it 100 times.

100 GTM leaders. building $250K–$500K+ practices. working with startups and PE firms who actually value their expertise.

just last week, was our first $1M week with a few certified partners (fractionals) sharing their wins in the community. 

this is the new reality.

so here's what i've learned:

the skills you built climbing someone else's ladder? they're worth more than you think.

but it only works if you're serious about it.

this isn't for people looking for a backup plan.

it's for people ready to bet on themselves.

so if you've gone fractional /solo — or you're thinking about it — i want to help.

and if you know someone who fits that description, tag them or send them my way.

this is the work i am meant to do right now.

thank you for supporting the GTMovement!

if you want to share the word, pls repost it.

love,
sangram

"We've been running on EOS for 10 years. When I saw GTM OS, it immediately clicked—it's the missing operating system for go-to-market." that's what Eric Baum, CEO of Bluleadz told me last week. 

Eric runs a very successful agency on HubSpot and EOS Worldwide.

he's seen what works and what doesn't. and his take got me thinking about why so many EOS companies still struggle with revenue.

EOS gives you operational discipline. 

→ rocks 
→ scorecards 
→ accountability 
→ meeting rhythms 

but EOS doesn't tell you how to go to market. 

it doesn't answer: 

→ who's your real ICP? 
→ what's your positioning? 
→ how do marketing, sales, and CS actually align? 
→ where's the pipeline breaking down? 

that's the gap GTM OS fills. 

EOS runs the company. 
GTM OS runs the revenue engine.

most companies have one or the other. 

few have both working together. 

but when they do? that's when things start compounding. 

Eric's seeing it with his clients — the ones running both systems are moving faster and with more clarity than the ones trying to figure out GTM on their own. 

if you're already on EOS and feel like go-to-market is the missing piece — this might be worth exploring. 

are you running both or just one? 

love, 
sangram 
p.s. shoutout to Eric Baum for the insight — always learn from people doing it in the field.

in 20 mins… i am doing a keynote called “Growth without bloat” 

why i am excited:

1. brand new research from 1000+ companies and over 100 CEO conversations since beginning of this year

2. new model showing the gap in B2B worldview and real worldview when it comes to go-to-market

3. 8 ideas that will cost $0 to create more revenue and will make your CEO scratch their heads.

so wish me best and see you soon!

it’s hosted by Lisa Sharapata and Gil Allouche at Metadata 

let’s go!

love,
sangram 
p.s. if you want slides just comment “growth” and my EA will dm you… i think that’s how you go viral 🫣

No alternative text description for this image

i spent 35 years believing the biggest risk was becoming an entrepreneur. i had it completely backwards.

before that? i thought the only way to build something meaningful was living paycheck to paycheck. climbing someone else's ladder. hoping for the next promotion.

today, i think that's the greatest myth — especially if you have 10+ years of experience.

here's what nobody tells you:

you already know what it takes to build a business.

you've built pipelines. you've closed deals. you've led teams. you've driven revenue.

you just did it for someone else.

and no — you don't need to raise money. you don't need a $100M company to call yourself an entrepreneur or soloprenuer. you don't even need a software idea.

what you need is to make a meaningful living on your terms.

when i see CMOs and CROs working 60-70 hours a week, grinding for 1-2 years, and then back on the job hunt... it breaks my heart.

why not have 2-4 clients instead of one employer?

why not diversify your income so you're never at the mercy of one company's next layoff?

why not leverage 20 years of experience AND have fun doing it?

the risk isn't going out on your own.

the risk is waiting too long to start.

am i wrong?

love,
sangram
p.s. "the tragedy of life is not that it ends so soon, but that we wait so long to begin it." — William Mather Lewis

looking for 3-5 AI-powered GTM tools to introduce to our 100+ GTM OS Certified partners and agencies.

here's why this matters:

there are 10,000+ GTM AI tools out there. buyers have no idea what's actually good.

too much noise. too many demos. too little trust.

so how do people actually decide what to buy?

they ask someone they trust.

our 100+ partners are building $250K-$500K+ fractional businesses all over the world. each one works with 3-5 clients at a time.

that's 300-500 companies in this ecosystem right now.

here's the deal:

→ give our partners access to your tech
→ they recommend it to clients when it fits
→ they earn a commission on referrals
→ they post about it on LinkedIn (real usage, not paid ads)

this isn't influencer marketing.

it's micro-advisor distribution.

trusted people recommending tools they actually use to clients who actually need them.

no cold outreach. no ad fatigue. no "request a demo" forms.

just warm introductions from people who've already earned trust.

i think this is how B2B buying is going to work moving forward.

not more ads. more trusted advisors.

if you're building AI-powered GTM tech and this sounds interesting — DM me "PARTNER" and let's talk.

love,
sangram

p.s. we have a rigorous process so if you can't handle an influx of deals yet, hold off for now.

just wrapped a LIVE workshop with 25 GTM leaders who want to go fractional.

4 hours. no fluff. just the real stuff.

here's what we covered:

𝗺𝗶𝗻𝗱𝘀𝗲𝘁
→ why you and why now?
→ 3 ways to build a fractional business
→ 8 outcomes CEOs actually pay for
→ 15 limiting beliefs holding you back

𝗮𝗰𝘁𝗶𝗼𝗻
→ build your LinkedIn and define your ICP
→ set up your tech stack and funnel
→ create a content strategy for consistency
→ sell through frameworks — outcomes, not hours

𝗿𝗲𝘀𝘂𝗹𝘁𝘀
→ how to land 1-3 clients in 90 days
→ the 10-week challenge to make it real

this is the system our 100+ GTM OS partners use to build $250K–$500K+ practices.

not theory. not motivation. a real playbook.

if you're thinking about going fractional — or already started and feeling stuck — i want to help.

comment "GTM" and my EA send you the entire deck starting Friday.

plus i am included a recording in which i will show how we built a $7M advisory using this process. no silver bullet - just consistently doing what only 1% would do. 

who is this NOT for: in between jobs or not serious about building a $250k+ business or having less than 10+ years of marketing/sales/CMO/CRO experience. 

comment "GTM"... let's go!

love,
sangram
p.s. thank you Aby Varma for having me + Stacy Sutton and Matt Anthony for being there as GTM OS Certified Partners doing this for real!

how do you make $500K consistently as a fractional CMO/CRO leader?

not once. not in a lucky year. but predictably.

it's a math problem, not a motivation problem.

here are the 3 models i see working:

→ model 1: 4 retainers at $10K/month = $480K

→ model 2: 3 retainers + 2 strategic projects at $50K each = $460K–$500K

→ model 3: 2 PE-backed clients at $20K/month = $480K

$500K is not about 12 clients. it's about 2–4 serious ones.

but here's what separates $250K fractionals from $500K fractionals:

$250K fractionals sell execution — content, ads, HubSpot management.

$500K fractionals sell architecture — revenue design, GTM resets, alignment across marketing + sales + product.

execution scales down. architecture scales up.

the other difference? specificity.

generic fractionals cap at $250K.

the ones crossing $500K have a wedge:

→ post-Series A pipeline resets
→ PE-backed revenue acceleration
→ ABM for $100M+ portfolios

and the hard truth?

$500K requires selling. confidently. at that level.

many people can do the work. few are willing to price it.

if you don't sell, they can't buy.

which model are you running right now?

love,
sangram
p.s. we now have 100 GTM OS Certified Partners doing this and just celebrated several folks crossing this milestone on our Monday Mastermind. if you want to join the MOVEment, just  dm me.

a partner at a $10B PE firm asked me last week:

"what's the hourly rate for a fractional CMO?"

my answer: "don't be a hammer looking for nails."

she's trying to help her portfolio companies scale with "just in time" hiring instead of full-time execs. smart move. but she was thinking about it wrong.

here's what i told her:

we're shifting from "knowledge workers" to "wisdom workers."

knowledge workers get paid for what they know.
wisdom workers get paid for the outcomes they create.

the best fractional GTM leaders i know don't charge by the hour. they charge by the transformation.

and this shift is happening fast.

→ fractional CFOs normalized it first. companies realized they didn't need a full-time finance exec—they needed outcomes.

→ Fiverr normalized it at the entry level. millions of people building income without a boss.

→ now it's happening in GTM.

for the first time, marketing and sales leaders with 10+ years of experience are building $300K–$500K practices.

not consulting gigs.

not "between jobs" work.

real businesses.

when Bryan Brown and i started the GTM advisory business in 2021, we were figuring this out as we went. today? it's a proven path.

the old model: charge by the hour, compete on rate, get commoditized.

the new model: charge by the outcome, compete on wisdom, build a real business.

this isn't a trend.

it's a reset.

if you've been thinking about making the leap, check out GTMarketplace — 100+ GTM leaders already building $300K+ practices. link in comments.

love,
sangram
p.s. dm me if you want to be on this GTMarketplace only if you have 10+ years of marketing/sales/GTM experirence.

Fiverr

the US lost 92,000 jobs in February. badly missing estimates of 55,000 payroll additions. unemployment rose to 4.4%.

at the same time, fractionals in our GTM OS community had a record week (not just a month) — generating over $1M in just one week.

same economy. different outcomes.

one group is waiting for permission.

the other group built their own.

i'm not saying fractional is for everyone. it's not.

but if you've spent 10+ years in GTM, built pipeline, led teams, and delivered results for others... 

then it begs the obvious question...

why are you still waiting for someone else to decide your future?

the economy doesn't care about your resume.

but your skills? your network? your ability to deliver outcomes?

those are yours. no one can lay those off.

the shift from W2 to 1099 isn't just a tax change.

it's a mindset change.

from "i need a job" to "i am the job."

what do you think is going to happen in 2026 to your job?

love,
sangram

Declan Mulkeen

Growth Marketing Director Spain

Need help with ABM? DM me | Host of Let's talk ABM podcast🎙 | CMO at strategicabm

Struggling to align Sales and Marketing? Or trying to turn Account-based marketing into your growth engine? 

These are the challenges I help solve every day as the CMO of strategicabm, a pure-play ABM Agency. 

At strategicabm, we specialize in creating full-funnel ABM strategies for B2B tech companies. 

Whether it’s refining ICPs, selecting high-value accounts, or executing personalized campaigns, we help businesses grow by winning, growing, and retaining the accounts that matter most.

With over 20 years of experience as a CMO in Professional Services and EdTech, I’ve led ventures from start-up to industry leader, delivering measurable results along the way. 

Now, I work to share insights on ABM and build meaningful relationships with clients who want to take their marketing to the next level.

We create some great ABM content to help you learn what good ABM looks like.

Let's talk ABM podcast: https://hubs.la/Q02_2T3d0
DashDot magazine: https://hubs.la/Q02_2T8w0
ABM under the hood podcast: https://hubs.la/Q02_2T9f0

Want to connect? Let’s make ABM work for your business.

📧 Email: declan@strategicabm.com
🌐 Website: strategicabm.com

There is such a proliferation of brands competing for the same customers making it much more difficult to cut through the noise. Sales teams get bigger and bigger but are yet less and less effective as buyer behaviour has changed beyond all recognition. 

Marketing budgets and technology innovation continue to grow apace but real ROI is hard to measure as the buyer journey now resembles a maze rather than a linear path to conversion.

Our mission at strategicabm is to enable B2B technology brands to accelerate their growth and maximise their investment resources by identifying and engaging with enterprise accounts actively in-market for their products and services.

We're Google, HubSpot, Drift, Vidyard and Cyance partners so have all the right tools and know-how to support you on your growth journey. Let's talk ABM!

Declan Mulkeen 🎯🎯🎯

You are not going to learn ABM from a textbook or ChatGPT. 

You'll learn it from your marketing peers. 

Peers who have:

↳Built ABM from scratch
↳Stood up ABM as a team of one
↳Justified the program before it had generated $
↳Sold ABM to a Sales team that didn't believe in it 
↳Rebuilt a lead gen organisation around ABM mindset
↳Entered a new vertical with no brand recognition and no relationships

That's how you will really learn about ABM. 

Not in frameworks.

Not in webinars. 

We've been fortunate to work with some amazing ABMers over the last 10 years.

Most of them weren't ABMers to start. 

They were B2B Marketers taking thier first ABM steps. 

But now they have the battle scars.

Now they have "ABM dirt" under their nails. 

They are our ABM Heroes: https://hubs.la/Q046SZgP0 

↳Matt Wade: First marketing hire at BlueBotics. 

No brand recognition. No Sales relationship. 
A department of one. £4m+ in opportunities.

↳Terry Osborne launched ABM at GoodShape. 

Small team. Events and PR background. 
Needed to rebrand and build pipeline simultaneously. 
Sales conversations with PwC, Tesco, EY, Burberry, Capgemini.

↳Jo Robson at Acxiom. 

Entering an entirely new vertical from a standing start. 
£1.5m pipeline in 120 days.

Andrew Reed at AVEVA. 

One product relationship with GSK. 
Needed to become a strategic partner across the entire account. 
£7m active pipeline + Forrester B2B Program of the Year 2025.

↳Jamie Armstrong at BICS. 

First ABM program. Organisation built entirely around lead generation. 
Had to rebuild the commercial mindset before a single account was targeted.

These aren't polished success stories written from a distance.

They're real programs - run by real marketers

And every one of them has something to teach you.

We've pulled together 7 of these stories.

↳7 ABM Heroes
↳7 programs
↳7 results

Not to show off what's possible.

To show you what it takes to stand up ABM.

To show what it good ABM looks like. 

To help you on your ABM journey. 

https://hubs.la/Q046SZgP0

Which ABM Heroes story resonates most with you and your business? 


Hi! I'm Declan.

1️⃣ I'm CMO at strategicabm | Account-based Marketing Agency
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

The ABM man. CMO @ strategicabm. Host of Let’s talk ABM podcast 🎙️

Everyone's convinced AI is killing jobs.

Anthropic just published the data.

It isn't - at least not yet.

Here's what it does show - and let's go beyond the headlines...

AI could theoretically handle most of the work in:

↳Legal
↳Finance
↳Business
↳Office admin

Up to 80-90% of tasks in some of these areas. 

The actual usage is somewhere around 20-40%.

That's not a technology problem.

That's an infrastructure problem.

Most of the workflows we all run in B2B orgs today were built long before AI came on the scene. 

So, when AI "showed up" what happened?

↳People "panicked" that they were falling behind and rushed to adopt AI because everyone else was. 

↳They started to launch agents because they sound like the future.

↳And at the same time IT was telling everyone "you can only use Copilot."

These are not AI strategies. 

They're AI noise.

The teams that figure out the right approach won't be the fastest adopters.

They'll be the ones who stopped and asked some hard questions first. 

The question is not "What can AI do?"

But "What do we actually need it to do? and "How will we know if it's working?"

It's just got to be "Human-first, AI-fast". 

You have to know what good looks like before you let anything move "it" quickly.

Most teams don't. 

That's the gap. 

Not the technology.

Agree? 

P.S.: If you want to see what good ABM+AI looks like - comment "ABM OS" and I'll send you a link to sign up to the waiting list for our new ABM Operating System. 


Hi! I'm Declan.

1️⃣ I'm CMO at strategicabm | Account-based Marketing Agency 
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

"AI is going to do our ABM for us."

Heard this more than once this year.

Every time - I ask the same question.

"Who's doing the thinking?"

Because that's the division that matters.

AI may own:

↳Speed
↳Generation
↳Automation

We...own:

↳Relevance
↳Judgement
↳Decision-making

You swap those around - and the whole thing breaks.

I've seen what it looks like when teams get it wrong.

↳AI defining insight instead of accelerating it 
↳Account lists set, forgotten, and never refreshed 
↳Personalisation token-isation instead of a framework 
↳Sequences automated to save time - not to serve strategy 
↳AI driving the creative idea instead of removing the friction around it

The output looks like ABM.

But it isn't. 

The teams getting real results have learned something different.

AI is fast. 

Humans are smart.

The job is knowing which is which.

Human-first. AI-fast.

Where does your team draw that line right now?

If the answer is "we're still figuring it out" - that's exactly what our AI + ABM Foundations training course is built for.

Comment "AI" and I'll send you the details.

Hi! I'm Declan.

1️⃣ I'm CMO at strategicabm | Account-based Marketing Agency
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

84 B2B marketers walked into our ABM Lunch & Learn workshop.

Before they arrived - we asked them one question.

"What three things do you most want answered today?"

The answers were revealing.

↳27% didn't know where to start
↳21% didn't know how to measure success
↳17% were worried about the wrong tech stack
↳14% couldn't get Sales in the room
↳14% couldn't justify the budget.

The attendees were:

↳CMOs
↳Heads of Marketing
↳Directors of Demand Gen

Running the marketing for many well-known B2B brands. 

And they were all asking the same questions.

Which tells you something important.

You're not behind. 

Everyone's figuring this out.

The difference between the teams that crack ABM and the ones that don't isn't budget, headcount, or technology.

It's having someone in the room who's got "ABM dirt under their nails". 

To show you what works (and what doesn't).

To show you how to overcome the challenges. 

To show you how to accelerate and get results faster. 

Here are two options:

1. ABM Lunch + Learn workshop

For B2B Marketing teams early in their ABM journeys.

2. ABM Masterclass workshop 

For B2B Marketing teams already running mature ABM programs and looking to accelerate and scale. 

Both are free. 

Neither is a webinar.

Comment "LUNCH" or "MASTERCLASS" and I'll share joining instructions. 

Which of these 10 questions resonates most with you?

Hi! I'm Declan.

1️⃣ I'm CMO at strategicabm | Account-based Marketing Agency 
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

Every enterprise AI conversation I have starts the same way.

"We can't use ChatGPT. Or Claude. Or anything external."

Or: "We've got our own internal tool."

Or: "Everything's Microsoft. We're locked into Copilot."

I nod. 

I understand. 

IT made the call.

But here's what nobody says out loud after that.

Half the people in that room are probably paying for Claude or ChatGPT privately.

You can't open LinkedIn without seeing tips, frameworks, and use cases for Claude, ChatGPT, and Gemini.

Try finding one for Copilot.

This is the elephant in the room of enterprise AI adoption.

Corporate policy doesn't just slow down AI access.

It stifles innovation, experimentation, and creativity.

It creates two tiers of marketers.

Those with freedom to explore, and those doing workarounds on a locked-down system while the world moves on without them.

We believe great ABM shouldn't be limited to the few.

Neither should great AI.

So we built two things.

1. ABM Mastery: 

AI + ABM training courses built around the tool your team actually has. ChatGPT, Claude, Copilot, or Gemini. 

Not the tool you wish you had. 

The one IT approved. 

Because the frameworks are the same. 

The prompts just need to speak the right language.

2. ABM OS

Your always-on AI consultant. 

Trained on decades of agency experience, 40+ ABM playbooks, and hundreds of real-life ABM use cases.

Human-first. AI-fast.

Links to both in the comments.

Do you agree? Are enterprise "restraints" holding back AI adoption?

Hi! I'm Declan.

1️⃣ I'm CMO at strategicabm | Account-based Marketing Agency
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

They tell you to be afraid of AI taking your job. 

The data says something different.

The Washington Post just published research from GovAI and the Brookings Institution.

It maps which jobs are most exposed to AI - and which workers are most at risk.

Marketing managers?

Highest AI exposure of any occupation.

One of the lowest vulnerability scores.

One of the most exposed.

But one of the least at risk.

?

The researchers found that vulnerability isn't just about how much AI can do your job.

It's about whether you can adapt when it does.

Marketers have the education, the varied experience, and the transferable skills to land on their feet.

We're flexible...hell, we have to be! 

The ones who won't?

The ones waiting for AI to pass them by.

The ones who know it's changing their job but haven't changed how they work.

Here's my honest read after 26 years in B2B marketing.

AI doesn't threaten good marketers.

It exposes the average ones.

The things that make a great marketer.

↳Being creative
↳Being innovative
↳Being empathetic
↳Knowing your market
↳Knowing your customers
↳Being technologically savvy
↳etc. 

AI can't replicate that.

What it can do is the stuff that used to take up your day.

If you're using it for that and spending the time you've saved doing the things only you can do?

You're not vulnerable.

You're excelling and irreplaceable. 

As we say at the Agency...Human-first. AI-fast.

Do you feel your role is at risk?

Check out the article in the comments and drop in your role to see. 

Hi! I'm Declan.

1️⃣ I'm CMO at strategicabm | Account-based Marketing Agency 
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

Your ABM context lives in 6 different places.

A bit in ChatGPT. 

Some in Gemini. 

Notes in Notion. 

Call recordings on the server.  

A research doc somewhere in your inbox. 

And in your head...

And every time you sit down to brief a campaign, write a personalised email, or prep for an exec meeting...

You're always starting from scratch.

Not because you haven't done the work. 

But because the work is everywhere...and nowhere at the same time.

That's the problem with ABM in 2026. 

It's not strategy. 

It's not budget. 

It's context.

The deep account intelligence that makes everything meaningful.

And your context is scattered across tools that don't talk to each other.

ABM OS changes that.

One place for:

↳Research
↳Buyer insights
↳Call recordings
↳Relationship maps
↳Audience segments
↳Strategic account intelligence
↳etc. 

All of it connected to ABM apps that actually produce the work.

So the next time you brief a campaign or prep a message...

The context is already there.

We're building it now. 

Your B2B Marketing and ABM friends are already on the waitlist.

Want to join? Comment ABM OS and I'll send you the link to join.

Hi! I'm Declan.

1️⃣ I'm CMO at strategicabm | Account-based Marketing Agency 
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

567 B2B marketing teams have now signed up to our ABM Lunch and Learn.

I didn't see that coming.

When we started it, we thought it would be a small workshop for teams early in their ABM journey.

It turns out that the questions most ABM teams span all levels of ABM maturity. 

We ask every team the same question before they arrive.

"What three things do you most want answered today?"

567 teams in. 

The answers haven't changed.

↳Where do we actually start? 
↳How do we get Sales in the room? 
↳How do we go from ABM pilot to scale?
↳How do we run a pilot that doesn't fail before it launches?
↳How do we measure this before the budget review arrives?
↳How do we justify this to someone who doesn't believe in it yet? 

Senior marketers. 

CMOs. 

Heads of ABM. 

All running programs at well-known B2B brands.

All asking the same questions.

Which means:

You're not behind. 

You're not the only one figuring this out. 

Everyone is.

The difference between the teams that crack ABM and the ones that don't isn't budget, headcount, or technology.

It's having someone in the room who's been there.

Who's got the ABM dirt under their nails.

Who can show you what works, what doesn't, and how to get there faster.

That's what the ABM Lunch and Learn is.

Free. 

90 minutes. 

An ABM deep dive.

What ABM question would you ask me?

DMs are open.

And if you want to experience ABM Lunch + Learn for yourself - link in comments.

Hi! I'm Declan.

1️⃣ I'm CMO at strategicabm | Account-based Marketing Agency 
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

The 5% in-market figure is wrong for your category. 

You know...

5% of your market is in-market right now. 

95% aren't. 

So invest in brand. 

Build for the long game.

It gets repeated like gospel.

Almost nobody asks what it's actually built on.

Here's what it's built on.

Professor John Dawes at the Ehrenberg-Bass Institute observed that companies change service providers roughly every five years. 

Do that maths - that works out as:  

↳20% per year
↳5% per quarter.

One sector average. 

One replacement cycle. 

Applied universally to the entire B2B world. 

Dawes himself called it a mental model.

Not a hard and fast rule.

Now look at what's actually happening in the sectors most of us work in.

↳MarTech: 6.2% monthly churn
That's not 5% in-market per quarter. That's 13% - nearly three times the rule.

↳Fintech: 26% annual churn

↳IT services: 17% annual churn, mostly at contract expiry or M&A.

And we all know...

↳Every budget review is a buying event
↳Every leadership change is a buying event
↳Every failed implementation is a buying event
↳CMOs average less than three years in post (ouch!)
↳Churn spikes to 25% when a decision-maker leaves

The 5:95 rule was built on banking and telecoms. 

Where contracts run five years and switching costs are enormous.

If you're selling into SaaS, MarTech, Fintech, HRTech, or professional services.

Your real in-market window isn't 5%.

It might be 10, 15%, or even 20%. 

In some categories - it's higher still.

None of this means brand building is wrong. 

It isn't. 

Being known before the buying event is real.

But if your entire strategy is built on the assumption that only 5% of your market can buy.

And you're running broad awareness campaigns to the 95% who supposedly can't.

You may be missing the buyers who are ready right now.

Know your category. 

Know your churn rate. 

Know your real in-market window.

The 5:95 rule is a starting point. 

What do you think your in-market % is?

Hi! I'm Declan.

1️⃣ I'm CMO at strategicabm | Account-based Marketing Agency
2️⃣ I share what great ABM looks like
3️⃣ I host the Let's talk ABM Podcast

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