B2B Thought Leadership: "The Real Reason GTM is Broken"
Executive ghostwriting · Thought leadership · Structural argumentation · B2B audience strategy · Voice matchingGhostwriting for agency leadership on why the B2B go-to-market model is broken (and why technology isn't the fix).
The piece argues that GTM dysfunction isn't a tactics problem or a tooling problem. It's a psychology problem: loss aversion, status quo bias, short-term incentive structures, and the organizational fear of failing unconventionally all keep revenue teams locked in seller-centric models that buyers stopped responding to years ago.
Published under the agency CEO's byline with public LinkedIn attribution.
"Buyers today educate themselves through AI, peer networks, and dark social — yet most companies are still running sales and marketing motions based on predictable funnels, lead scoring, and outdated attribution models. That's a problem, but it's a symptom, not the root cause. If we pull the thread further, we land on the true reason: human psychology defaults to certainty, control, and familiar patterns — even when those patterns no longer serve us."