We Built a B2B Operating System. This Is Our Manifesto.

1 00:00:26,320 --> 00:00:29,039 SPEAKER_00: What it means to replace fragmented activity with 2 00:00:29,039 --> 00:00:30,960 a new business operating system. 3 00:00:32,399 --> 00:00:35,600 This episode was originally broadcast as a live stream. 4 00:00:35,679 --> 00:00:38,960 So if Nigel refers to Dynamics Frameworks or on screen 5 00:00:38,960 --> 00:00:42,560 illustrations, you can watch the full version using the link in 6 00:00:42,560 --> 00:00:43,520 the description. 7 00:00:43,759 --> 00:00:45,359 So let's get started. 8 00:00:46,880 --> 00:00:48,960 SPEAKER_01: Welcome back to the GTM Reset Live Show. 9 00:00:49,039 --> 00:00:50,079 I'm Nigel Moon. 10 00:00:50,560 --> 00:00:53,359 Glad you can look, I'm so glad you can join me today. 11 00:00:54,159 --> 00:00:55,679 Episode 12. 12 00:00:58,000 --> 00:01:00,479 Sometimes I think it's it's gone really quickly, and then other 13 00:01:00,479 --> 00:01:03,280 times I think, wow, we've done 12 episodes already. 14 00:01:03,520 --> 00:01:06,480 It's like just quite incredible. 15 00:01:06,799 --> 00:01:11,120 But today is going to be slightly different, slightly 16 00:01:11,120 --> 00:01:11,599 different. 17 00:01:12,079 --> 00:01:15,680 Because this is about replacing your commercial operating 18 00:01:15,680 --> 00:01:15,920 system. 19 00:01:16,079 --> 00:01:20,159 This is this is kind of the the crux, the culmination, the whole 20 00:01:20,159 --> 00:01:21,120 point of this. 21 00:01:21,519 --> 00:01:27,040 And one of the things about doing this, this live, and I've 22 00:01:27,040 --> 00:01:30,239 said this to lots of people before, is it's real. 23 00:01:30,400 --> 00:01:33,680 Now I could I call of course, of course, of course, I could do a 24 00:01:34,000 --> 00:01:37,040 video, and a video would be polished and look great and 25 00:01:37,040 --> 00:01:38,799 everything else and and so on. 26 00:01:39,200 --> 00:01:45,120 But there are the the point that we're trying to advocate and 27 00:01:45,120 --> 00:01:52,239 communicate is that when you do a live show, the the person 28 00:01:52,239 --> 00:01:54,959 watching gets to see the real you. 29 00:02:32,560 --> 00:02:33,599 Can't do that with a video. 30 00:02:33,840 --> 00:02:35,919 Doesn't happen, won't happen, won't ever happen. 31 00:02:36,159 --> 00:02:37,599 And that's why we do this live. 32 00:02:37,759 --> 00:02:40,240 So like I said, I could do, I could choose to stop and start 33 00:02:40,319 --> 00:02:41,599 and go, oh, do you know what I didn't like that? 34 00:02:41,680 --> 00:02:42,560 I'll start again. 35 00:02:42,719 --> 00:02:43,840 But we don't, we don't. 36 00:02:43,919 --> 00:02:46,800 And that's and that's the point of this. 37 00:02:47,039 --> 00:02:49,840 And then when I afterwards, you know, I I process this and I put 38 00:02:49,840 --> 00:02:50,400 it as a video. 39 00:02:50,560 --> 00:02:52,960 A video is a video, it's still alive, it's still completely 40 00:02:52,960 --> 00:02:56,240 live, and I don't edit anything in the middle, just the top and 41 00:02:56,240 --> 00:02:56,879 tail. 42 00:02:57,039 --> 00:02:59,840 Um, and the same goes for for the podcasts. 43 00:03:00,159 --> 00:03:01,919 So that's that's that's that's the first. 44 00:03:02,240 --> 00:03:03,759 I just want to always want to say that at the beginning 45 00:03:03,840 --> 00:03:06,080 because it's important because this is where I want you to go. 46 00:03:06,719 --> 00:03:07,599 That's the key thing. 47 00:03:07,759 --> 00:03:11,120 So it's about um commercial operating system, kind of 48 00:03:11,120 --> 00:03:15,039 replacing um your existing commercial operating system. 49 00:03:15,120 --> 00:03:18,400 And up up to this, I suppose up to this point, every every 50 00:03:18,400 --> 00:03:22,400 episode has kind of made an argument that um we've looked at 51 00:03:22,400 --> 00:03:26,319 why B2B pipeline's broken, or why the tools aren't working, or 52 00:03:26,319 --> 00:03:30,479 why quota attainment is falling while the SAS spend keeps 53 00:03:30,479 --> 00:03:31,120 rising. 54 00:03:32,240 --> 00:03:37,680 Um we've shown what the data says and what the alternative 55 00:03:37,680 --> 00:03:38,400 looks like. 56 00:03:38,639 --> 00:03:43,039 And what I want to do today um is I want to show you and talk 57 00:03:43,039 --> 00:03:44,240 about what we've actually built. 58 00:03:44,319 --> 00:03:47,280 Not the not the concept, not the strategy, but the actual 59 00:03:47,280 --> 00:03:48,560 infrastructure. 60 00:03:49,199 --> 00:03:52,800 And then I'm gonna read you something that's actually taken 61 00:03:52,800 --> 00:03:56,080 me a very, very long time to write, and it's our manifesto. 62 00:03:57,199 --> 00:04:01,680 And it really is the the clearest, most direct thing I've 63 00:04:01,680 --> 00:04:06,800 ever put into words, really, about why B2B go to market is 64 00:04:06,800 --> 00:04:10,400 structurally broken and what replaces it. 65 00:04:10,719 --> 00:04:14,879 I guess I don't know, so take take me about 10-15 minutes to 66 00:04:14,879 --> 00:04:17,519 say, but I want you to stay with me on that because it's really, 67 00:04:17,600 --> 00:04:18,240 really important. 68 00:04:19,120 --> 00:04:23,439 Because you'll either disagree with everything, probably won't, 69 00:04:23,600 --> 00:04:28,160 um, or or you'll recognise exactly what I'm describing in 70 00:04:28,240 --> 00:04:30,000 in your own business. 71 00:04:30,560 --> 00:04:33,519 Because at the end of the day, that this is what we're here, 72 00:04:33,600 --> 00:04:37,839 we're all here to do the best we can to ensure that our 73 00:04:37,839 --> 00:04:39,920 businesses are successful and so on. 74 00:04:40,079 --> 00:04:44,319 But before that, before I get onto the manifesto, um I want to 75 00:04:44,319 --> 00:04:47,920 tell you what we've done because it changes the nature of 76 00:04:47,920 --> 00:04:58,319 everything that follows, and it it's the best way, it's it's 77 00:04:58,319 --> 00:05:03,600 difficult to describe, but just go back to but what I can do is 78 00:05:03,600 --> 00:05:04,639 show you that. 79 00:05:04,879 --> 00:05:10,639 So over the past few weeks, um we we completed something pretty 80 00:05:10,639 --> 00:05:14,399 significant, and this diagram I'm saying it's basically 81 00:05:14,399 --> 00:05:19,120 represents the structure of what I think will be for businesses 82 00:05:19,120 --> 00:05:20,000 to come for the future. 83 00:05:20,240 --> 00:05:21,040 That that's that's it. 84 00:05:21,120 --> 00:05:24,079 I can't imagine it being any anything other than that, and 85 00:05:24,079 --> 00:05:25,519 this is where it's all heading. 86 00:05:25,759 --> 00:05:29,439 So it's not about new software, it's actually about joining the 87 00:05:29,439 --> 00:05:34,480 dots and understanding what what you know what what's available 88 00:05:34,480 --> 00:05:34,959 out there. 89 00:05:35,199 --> 00:05:41,519 So the the kind of the the nub, the the the the the pinnacle of 90 00:05:41,519 --> 00:05:49,040 this is that we installed a full retrieval augmented generation 91 00:05:49,360 --> 00:05:55,839 system a rag installation um on top of everything that Sales 92 00:05:56,079 --> 00:05:58,959 Exchange has ever produced. 93 00:05:59,519 --> 00:06:03,040 So that's the articles, the course transcripts, video 94 00:06:03,040 --> 00:06:06,800 transcripts, PDFs, um, methodology documents, 95 00:06:07,040 --> 00:06:08,720 absolutely everything. 96 00:06:09,439 --> 00:06:12,000 So I need to be quite careful here because that could because 97 00:06:12,000 --> 00:06:16,639 I'm gonna talk about AI, but the phrase AI system kind of 98 00:06:16,639 --> 00:06:18,399 triggers a bit of a predictable response. 99 00:06:18,480 --> 00:06:20,879 You know, people hear AI and they go, oh yeah, another chat 100 00:06:20,879 --> 00:06:23,839 bot, or they think some content generator or something, they've 101 00:06:23,920 --> 00:06:26,879 you know, people knocking out images or whatever, um, or 102 00:06:26,879 --> 00:06:29,040 something else in the stack, I don't know, whatever. 103 00:06:29,120 --> 00:06:31,279 But it this is it's not that, it's not that. 104 00:06:31,839 --> 00:06:36,720 So let me let me just explain what it is we've done and then 105 00:06:36,720 --> 00:06:41,759 why it matters to B2Bs, it's really, really key. 106 00:06:44,720 --> 00:06:49,439 As I said, RAG stands for retrieval augmented generation, 107 00:06:49,920 --> 00:06:55,759 and the way to understand this is a standard AI model is 108 00:06:55,759 --> 00:06:59,600 trained on knowledge, general knowledge, it knows about most 109 00:06:59,600 --> 00:07:00,079 things. 110 00:07:00,319 --> 00:07:01,920 So at a service level, yeah. 111 00:07:02,319 --> 00:07:06,160 It's got no idea what your business does, doesn't know how 112 00:07:06,160 --> 00:07:11,519 you think, doesn't know what your arguments are, um or what 113 00:07:11,519 --> 00:07:13,600 your customers actually need to hear from you. 114 00:07:14,079 --> 00:07:14,639 Nothing. 115 00:07:15,759 --> 00:07:17,680 And a rank system changes that. 116 00:07:18,560 --> 00:07:21,600 So you take your own content, your articles, transcripts, 117 00:07:21,759 --> 00:07:28,000 documents, your IP, and you structure that so that when the 118 00:07:28,000 --> 00:07:34,000 AI is asked a question, it retrieves the relevant material 119 00:07:34,000 --> 00:07:40,000 from your knowledge base first and then generates a response 120 00:07:40,639 --> 00:07:42,959 grounded in what you've written. 121 00:07:44,480 --> 00:07:49,279 So it's not making things up, it's drawing on your established 122 00:07:49,279 --> 00:07:53,120 thinking and your your accumulated expertise. 123 00:07:54,000 --> 00:08:00,079 So the the difference between a um uh a generic AI and a 124 00:08:00,079 --> 00:08:03,600 rag-enabled AI is the difference between, I don't know, like a 125 00:08:03,600 --> 00:08:08,000 temp who started this morning and a colleague who's read every 126 00:08:08,000 --> 00:08:11,199 single document your company has ever produced. 127 00:08:13,600 --> 00:08:17,199 It's not a metaphor, it's a functional description of what 128 00:08:17,199 --> 00:08:19,759 we've now got running right now. 129 00:08:19,920 --> 00:08:24,079 So you could say, well, if you um if you if you think about it 130 00:08:24,399 --> 00:08:28,160 um uh as how a traditional librarian works, yeah? 131 00:08:28,319 --> 00:08:30,959 So you ask a question, they go to the shelves, find a relevant 132 00:08:30,959 --> 00:08:36,399 book, they open them, read them, locate the relevant passages, 133 00:08:36,720 --> 00:08:39,679 and then brings bring the information back to you. 134 00:08:40,799 --> 00:08:44,159 And that process takes time because the knowledge is stored 135 00:08:44,159 --> 00:08:48,000 in a form that requires sequential retrieval. 136 00:08:48,480 --> 00:08:51,039 One book, one page, one passage at a time. 137 00:08:52,080 --> 00:08:58,000 So now if you imagine that all of those books are all open, I 138 00:08:58,000 --> 00:09:04,960 mean every page, every page laid out on a table, and instead of 139 00:09:04,960 --> 00:09:09,840 reading to find the relevant section, every paragraph has got 140 00:09:09,840 --> 00:09:13,679 a digital fingerprint, like a numerical signature that 141 00:09:13,679 --> 00:09:15,519 represents its meaning. 142 00:09:16,159 --> 00:09:17,279 Very clever stuff. 143 00:09:17,440 --> 00:09:20,480 So when a question comes in, the system doesn't have to read 144 00:09:20,480 --> 00:09:23,679 anything, it just matches the fingerprint of the question 145 00:09:23,759 --> 00:09:26,799 again, like the fingerprint against the question that it's 146 00:09:26,799 --> 00:09:27,440 been asked. 147 00:09:27,600 --> 00:09:33,279 And we've got on our system, we've got 4,590 chunks of 148 00:09:33,279 --> 00:09:37,919 content, and it finds the closest match in milliseconds 149 00:09:38,320 --> 00:09:41,600 and hands it to the AI that's asking the question. 150 00:09:42,399 --> 00:09:47,120 And some of it's kind of a bit over my head, but this is what 151 00:09:47,120 --> 00:09:50,720 could what vector embedding is all about, and and we use 152 00:09:50,720 --> 00:09:54,399 Google, which is um vec it's what it's vector or sorry, 153 00:09:54,559 --> 00:09:58,960 vertex AI vector search, and that's what it does. 154 00:09:59,200 --> 00:10:04,559 And that's why retrieval is now instant and not sequential. 155 00:10:04,720 --> 00:10:06,320 So you go, okay, well it's great. 156 00:10:06,480 --> 00:10:09,679 So at the end of the end of the day, the AI is not guessing from 157 00:10:09,679 --> 00:10:13,919 general training, it's reading from now from our or your your 158 00:10:13,919 --> 00:10:16,799 documents, so your your articles, or rather, our our 159 00:10:16,799 --> 00:10:21,039 articles, our course, videos, documents, and it generates 160 00:10:21,039 --> 00:10:26,480 these responses grounded in what I've written over the past a lot 161 00:10:26,480 --> 00:10:27,440 of years. 162 00:10:28,000 --> 00:10:30,639 And in terms of what I've written over the past lot of 163 00:10:30,639 --> 00:10:34,320 years, this is what we've loaded into the system. 164 00:10:35,279 --> 00:10:41,279 So the total content corpus or the complete body of work, I can 165 00:10:41,279 --> 00:10:46,720 say I can give you some accurate figures now, is 1.67 million 166 00:10:46,720 --> 00:10:52,480 words across 708 documents, and that breaks down the sources 167 00:10:52,480 --> 00:10:55,120 from sales exchange articles and web content. 168 00:10:55,440 --> 00:11:01,200 The accumulated um output of years of B2B methodology and 169 00:11:01,200 --> 00:11:06,000 writing um our course transcripts across 170 lessons 170 00:11:06,000 --> 00:11:07,200 of that of the CPD programme. 171 00:11:07,279 --> 00:11:08,240 I'll come to that in a bit. 172 00:11:08,480 --> 00:11:12,720 Video transcripts from our full sales exchange video library, 173 00:11:12,960 --> 00:11:16,159 yeah, PDF documents covering this our kind of our strategic 174 00:11:16,159 --> 00:11:19,039 frameworks and white papers and so and my book. 175 00:11:19,440 --> 00:11:22,720 I don't know if it's I wrote I wrote a book a while ago. 176 00:11:22,960 --> 00:11:26,799 Um so I wrote this book, it's like it's set up, set out like a 177 00:11:26,799 --> 00:11:27,360 dummy's book. 178 00:11:27,440 --> 00:11:28,879 So I'll show you the book, right? 179 00:11:29,120 --> 00:11:30,879 So there's there's the book. 180 00:11:32,240 --> 00:11:33,200 So there's the book. 181 00:11:33,279 --> 00:11:37,120 So I did this I think uh eight, nine, ten years ago, something 182 00:11:37,120 --> 00:11:38,000 like that, a long time ago. 183 00:11:38,159 --> 00:11:39,679 But it's it's about B2B. 184 00:11:40,799 --> 00:11:44,320 So in this book, this this book is um I keep looking over here 185 00:11:44,320 --> 00:11:47,200 because I can make just make sure that I've got the right the 186 00:11:47,200 --> 00:11:50,159 press press the right button to make sure the view is the right 187 00:11:50,159 --> 00:11:50,399 view. 188 00:11:50,559 --> 00:11:53,200 So this book, 60,000 words. 189 00:11:54,399 --> 00:12:01,360 Okay, so here are the last ones I've got left, okay. 190 00:12:01,840 --> 00:12:09,279 But what we now have on our system is the equivalent of 28 191 00:12:09,279 --> 00:12:09,919 of these. 192 00:12:10,720 --> 00:12:15,919 So if this is four, if that represent if that represents 193 00:12:15,919 --> 00:12:19,519 four, imagine 28, me holding up 28 of these. 194 00:12:20,399 --> 00:12:24,080 And as I said, there are 60,000 words in here which are set up 195 00:12:24,080 --> 00:12:25,919 and structured like a dummy's book. 196 00:12:27,600 --> 00:12:37,279 So the point is that that's now become our instant knowledge 197 00:12:37,279 --> 00:12:37,600 base. 198 00:12:38,879 --> 00:12:41,519 And I and I kind of unlike where we were a few weeks ago. 199 00:12:41,600 --> 00:12:43,600 This is this isn't a partial index now, this is the work all 200 00:12:43,759 --> 00:12:44,799 work in progress, everything. 201 00:12:44,960 --> 00:12:47,360 This is the entire body of work in there, every article, every 202 00:12:47,360 --> 00:12:50,639 lesson, every video transcript, every single document. 203 00:12:50,879 --> 00:12:53,919 And like I said, this in it's like this four and a half 204 00:12:53,919 --> 00:12:58,559 thousand chunks of data in different dimensions deployed on 205 00:12:58,559 --> 00:13:01,360 this vertex AI in conjunction with you, have it on BigQuery 206 00:13:01,519 --> 00:13:06,799 and so on, um, which is the the uh that's the best way to it. 207 00:13:06,879 --> 00:13:09,759 It's a day, it's a massive database that um within within 208 00:13:09,759 --> 00:13:14,480 Google, and that's what's now queryable. 209 00:13:15,120 --> 00:13:17,759 I mean, 20 years ago, I couldn't have imagined saying this. 210 00:13:17,919 --> 00:13:22,480 I mean, standing here saying, actually, I I built this, I 211 00:13:22,639 --> 00:13:27,120 built it on Python and Google Cloud, and and what I'm I'll 212 00:13:27,120 --> 00:13:31,360 tell you now what what it what that kind of now makes possible. 213 00:13:31,840 --> 00:13:33,360 I'll come out to that in a minute. 214 00:13:33,600 --> 00:13:38,559 But but to put this into a binty uh into a business context, a 215 00:13:38,559 --> 00:13:42,320 B2B business context, because this is the what really, really, 216 00:13:42,399 --> 00:13:43,679 really matters. 217 00:13:44,799 --> 00:13:51,039 So every every B2B company has a knowledge problem. 218 00:13:54,240 --> 00:13:56,559 So you've got people who know things, you you employ people 219 00:13:56,559 --> 00:13:57,440 who know things. 220 00:13:57,600 --> 00:14:00,720 Um, they know how to position your product, how to handle 221 00:14:00,720 --> 00:14:03,279 objections, they know the industry context, they know what 222 00:14:03,279 --> 00:14:06,159 questions your best customers ask before they even buy. 223 00:14:07,360 --> 00:14:11,600 And they know what distinguishes your approach from your 224 00:14:11,600 --> 00:14:12,480 competitors. 225 00:14:12,799 --> 00:14:16,240 So you've got these people that that know stuff, yeah, they know 226 00:14:16,240 --> 00:14:19,120 stuff about your company, and you like them and you employ 227 00:14:19,120 --> 00:14:22,559 them and you keep them because they help your company function. 228 00:14:23,120 --> 00:14:25,759 But that knowledge invariably lives in people's heads. 229 00:14:26,240 --> 00:14:28,320 Sometimes it kind of surfaces and comes, you know, it gets it 230 00:14:28,480 --> 00:14:31,200 finds its way into a sales deck or someone writes it down in a 231 00:14:31,200 --> 00:14:33,600 proposal or whatever, but it's not it's not structured, it's 232 00:14:33,600 --> 00:14:36,559 not searchable, it's not retrievable, and and really 233 00:14:36,559 --> 00:14:38,879 critically, it's not scalable either. 234 00:14:39,200 --> 00:14:44,080 So when a person leaves, that that knowledge leaves with them. 235 00:14:46,399 --> 00:14:50,240 So when you hire someone new, you end up spending three, six, 236 00:14:50,320 --> 00:14:53,360 nine, twelve months transferring that knowledge kind of 237 00:14:53,360 --> 00:14:54,320 informally. 238 00:14:55,440 --> 00:14:59,200 And every piece of content your marketing team produces has to 239 00:14:59,200 --> 00:15:03,360 be briefed from scratch, or it's generic, or it's both, you know. 240 00:15:03,759 --> 00:15:07,919 And this is what most most companies actually call, most 241 00:15:07,919 --> 00:15:12,799 companies call institutional knowledge, and it's one of the 242 00:15:12,799 --> 00:15:16,720 most undervalued business assets any business can ever have. 243 00:15:17,279 --> 00:15:23,200 And so uh a rag system changes the economics of that entirely. 244 00:15:23,440 --> 00:15:27,279 So you take your uh you take the IP that your business has built, 245 00:15:27,440 --> 00:15:31,519 articles, presentations, course material, um, proposals, case 246 00:15:31,519 --> 00:15:35,360 studies, even recorded information and recorded 247 00:15:35,360 --> 00:15:39,840 conversations, and you structure it for AI retrieval. 248 00:15:41,360 --> 00:15:44,799 You know what you get is is a a knowledge base that any 249 00:15:44,799 --> 00:15:49,600 authorized user can query, and any AI-powered process in your 250 00:15:49,600 --> 00:15:52,000 business can can actually draw it from, draw from it. 251 00:15:52,080 --> 00:15:56,000 I mean, it's just it's like mind mind-blowing stuff. 252 00:15:56,240 --> 00:15:58,159 And for the salespeople out there, let's let's let's go 253 00:15:58,320 --> 00:15:59,360 through this in the sales bit. 254 00:15:59,519 --> 00:16:02,559 Feature attribute F-A-B, yeah, feature attribute benefit, what 255 00:16:02,559 --> 00:16:04,480 it is, what it does, what it means. 256 00:16:05,440 --> 00:16:09,200 So, what it means is that it's a private AI that knows everything 257 00:16:09,200 --> 00:16:12,159 about your company, uh what you what you've ever written, what 258 00:16:12,159 --> 00:16:14,320 you've said, what you've taught, documented. 259 00:16:14,399 --> 00:16:16,960 It's not a generic chatbot, it's not a tool trained on the 260 00:16:16,960 --> 00:16:19,919 internet or anything, it's a knowledge system built 261 00:16:19,919 --> 00:16:25,360 exclusively from your own IP, and it's queryable in seconds. 262 00:16:27,440 --> 00:16:29,919 So that's what it is. 263 00:16:30,000 --> 00:16:32,559 I mean, what it does is is when you ask it a question about your 264 00:16:32,559 --> 00:16:35,600 methodology, market, positioning, product, whatever, 265 00:16:36,080 --> 00:16:41,200 it retrieves the most relevant material from your entire 266 00:16:41,200 --> 00:16:42,159 content estate. 267 00:16:42,320 --> 00:16:46,080 I mean just everything, and generates a response that's 268 00:16:46,080 --> 00:16:49,919 grounded in how you write, in what you've actually written. 269 00:16:50,159 --> 00:16:52,399 Doesn't make things up, doesn't hallucinate. 270 00:16:52,960 --> 00:16:55,679 So it draws from your articles, your course, you know, you know, 271 00:16:56,000 --> 00:16:59,440 courses, content, transcripts, documents. 272 00:16:59,759 --> 00:17:05,279 Everything now is anchored in your own thinking. 273 00:17:06,000 --> 00:17:11,680 It also powers every AI-assisted process for us in the sales 274 00:17:11,680 --> 00:17:13,119 exchange operating system. 275 00:17:13,440 --> 00:17:16,000 So when the system generates content, prepares a sales brief, 276 00:17:16,079 --> 00:17:21,920 or pulls context for a proposal or prospect conversation, it's 277 00:17:21,920 --> 00:17:23,680 drawing from this index. 278 00:17:24,480 --> 00:17:26,559 So not generic AI. 279 00:17:28,480 --> 00:17:30,240 So what does it mean? 280 00:17:30,720 --> 00:17:35,759 Well, for you, it means that your your company's accumulated 281 00:17:35,759 --> 00:17:39,359 knowledge, the expertise built over the years, the arguments 282 00:17:39,359 --> 00:17:43,920 refined through thousands of client conversations, the 283 00:17:43,920 --> 00:17:47,119 frameworks that that work is now queryable. 284 00:17:49,519 --> 00:17:53,200 You know, your new employees, your new hires can access it on 285 00:17:53,200 --> 00:17:54,000 day one. 286 00:17:55,200 --> 00:17:59,279 Your content team's output is actually grounded in it, and 287 00:17:59,279 --> 00:18:01,680 your sales teams they prepare from it. 288 00:18:03,279 --> 00:18:07,839 And the companies that structure their IP this way will now have 289 00:18:08,160 --> 00:18:11,759 the best, I suppose the best way to put it is a computing, or not 290 00:18:11,839 --> 00:18:15,519 computing, a compounding advantage over while over the 291 00:18:15,519 --> 00:18:17,200 businesses that don't. 292 00:18:18,000 --> 00:18:20,880 Every piece of content they could they produce reinforces 293 00:18:20,880 --> 00:18:22,160 that that that index. 294 00:18:22,400 --> 00:18:25,519 Every new document makes the system smarter. 295 00:18:25,920 --> 00:18:31,440 The knowledge base grows, and the I mean the yes, it's 296 00:18:31,440 --> 00:18:34,880 spectacular that that knowledge base grows with the business 297 00:18:34,880 --> 00:18:36,799 rather than it leaking out of the business. 298 00:18:37,039 --> 00:18:43,759 I mean it's a business brain, could call it that. 299 00:18:44,000 --> 00:18:47,119 So then we've kind of put one another layer on this because 300 00:18:47,119 --> 00:18:49,839 the the landscape shift has shifted. 301 00:18:49,920 --> 00:18:51,359 I mean, we've seen it shift. 302 00:18:51,599 --> 00:18:55,759 So you know, you everyone's hearing like um a genetic AI and 303 00:18:55,759 --> 00:18:59,039 AI agents and MCP, the model context protocol. 304 00:18:59,599 --> 00:19:03,440 So here's what that kind of is going to mean in plain language 305 00:19:03,519 --> 00:19:04,000 for all of this. 306 00:19:04,079 --> 00:19:07,680 Until I mean till until quite recently, AI was a QA tool, 307 00:19:07,759 --> 00:19:08,880 yeah, it's just a question-answer. 308 00:19:08,960 --> 00:19:10,559 You ask it something, it gives you a response. 309 00:19:10,799 --> 00:19:13,839 Interaction ended, each conversation was isolated, that 310 00:19:13,839 --> 00:19:14,480 was it. 311 00:19:14,799 --> 00:19:21,920 So, so now a gentic AI is different because an AI agent 312 00:19:21,920 --> 00:19:25,519 can take a goal, uh, take a um a goal that you set it, break it 313 00:19:25,519 --> 00:19:30,160 into tasks, uh, call up tools, retrieve information, take 314 00:19:30,160 --> 00:19:32,559 action, all that kind of stuff, and then it can check the 315 00:19:32,559 --> 00:19:37,039 outputs and iterate without you doing anything. 316 00:19:37,440 --> 00:19:40,960 So MCP is that protocol that allows those AI systems to 317 00:19:40,960 --> 00:19:46,319 connect to external data, and it's how you give an AI agent 318 00:19:46,319 --> 00:19:50,160 the ability to look at your CRM, query your analytics, and 319 00:19:50,480 --> 00:19:52,079 retrieve from your knowledge base. 320 00:19:53,359 --> 00:19:58,160 And basically, it's there to take coordinated action across 321 00:19:58,160 --> 00:19:59,680 multiple systems. 322 00:20:00,400 --> 00:20:04,160 So, what that means for a B2B go to market is pretty significant 323 00:20:04,319 --> 00:20:08,880 because the the tasks that required a team of people doing 324 00:20:08,880 --> 00:20:13,119 research, content production, prospect qualification, proposal 325 00:20:13,119 --> 00:20:17,759 generation, meeting prep can now be orchestrated by agents that 326 00:20:17,759 --> 00:20:22,160 can draw from your structured knowledge base and act across 327 00:20:22,160 --> 00:20:24,880 your connect, your your all your connected systems. 328 00:20:26,000 --> 00:20:31,119 And I'm I'm sure I'm sure I'm I'm so convincing, but a bit of 329 00:20:31,119 --> 00:20:33,680 kind of more validation if you want to call it that. 330 00:20:34,000 --> 00:20:37,440 You've heard of YC, Y Combinator, the um, and 331 00:20:37,599 --> 00:20:39,839 Andresine Horowitz, A16Z. 332 00:20:40,079 --> 00:20:44,400 So they're they're two of the the most influential voices in 333 00:20:44,400 --> 00:20:47,200 technology investment, and they're both saying the same 334 00:20:47,200 --> 00:20:47,519 thing. 335 00:20:47,839 --> 00:20:51,920 Gen ZKI is the next major shift for businesses. 336 00:20:52,079 --> 00:20:57,200 Now, in five years now, right now, and Tom Blomfield at YC has 337 00:20:57,200 --> 00:21:01,680 documented um point for point how the architecture that we've 338 00:21:01,680 --> 00:21:08,559 built for our Sales Exchange OS mirrors what he describes as the 339 00:21:08,559 --> 00:21:10,720 self-improving company. 340 00:21:11,839 --> 00:21:15,680 So A16Z are funding more, kind of finding entire categories 341 00:21:15,680 --> 00:21:16,640 around this. 342 00:21:16,880 --> 00:21:22,160 So the institutional money is moving because the results are 343 00:21:22,160 --> 00:21:23,279 already showing up. 344 00:21:25,279 --> 00:21:26,000 You've got to think about it. 345 00:21:26,079 --> 00:21:28,720 So we're we're gonna wait for this to mature at all. 346 00:21:28,960 --> 00:21:30,000 I mean, we've got it, we've done it. 347 00:21:30,079 --> 00:21:32,640 The day with the data infrastructure we've described 348 00:21:32,640 --> 00:21:37,680 today, like the 1.67 million words of structured IP, total 349 00:21:37,680 --> 00:21:41,839 businesswide telemetry in BigQuery, and that's blended 350 00:21:42,160 --> 00:21:46,319 with Google Search Console and Google Analytics and the 351 00:21:46,319 --> 00:21:47,359 performance data. 352 00:21:47,519 --> 00:21:53,519 We've got email campaign analytics, LinkedIn, reach, 353 00:21:54,079 --> 00:21:57,039 engagement, and reaction data. 354 00:21:58,319 --> 00:21:59,599 I mean, that's not just the knowledge. 355 00:22:00,240 --> 00:22:01,039 A knowledge base. 356 00:22:01,119 --> 00:22:05,039 That's an input layer for a closed loop go-to-market system. 357 00:22:09,519 --> 00:22:14,000 And if you if you I mean if you look at this, that kind of that 358 00:22:14,000 --> 00:22:15,680 that says that says what it is. 359 00:22:16,000 --> 00:22:16,720 You can see it. 360 00:22:16,799 --> 00:22:20,480 So you've got um the different component parts that we have 361 00:22:20,480 --> 00:22:25,680 within um the the OS it's closed loop. 362 00:22:27,359 --> 00:22:28,480 Self-learning. 363 00:22:32,960 --> 00:22:37,279 I mean it's it's it's it's what every every business has ever 364 00:22:37,279 --> 00:22:37,599 wanted. 365 00:22:37,680 --> 00:22:42,079 I mean it's bad enough trying to trying to get employees to do 366 00:22:42,079 --> 00:22:42,240 things. 367 00:22:42,319 --> 00:22:45,279 Imagine you don't have to ask again, it's just just just does 368 00:22:45,279 --> 00:22:45,599 it. 369 00:22:46,319 --> 00:22:50,160 So I mean, so so we're building our own um content scheduling a 370 00:22:50,160 --> 00:22:51,359 performance platform. 371 00:22:51,599 --> 00:22:53,440 You know, we you we use other people's and everything, 372 00:22:53,519 --> 00:22:54,960 everything that we've got, everything that we've talked 373 00:22:54,960 --> 00:22:56,240 about is all operational. 374 00:22:56,720 --> 00:22:58,640 But we can see flaws in it. 375 00:23:00,799 --> 00:23:04,799 So but to make it closed loop changes everything. 376 00:23:05,680 --> 00:23:08,000 Because it's not it's not the done thing, is it? 377 00:23:08,079 --> 00:23:10,400 People people have not been building around closed loop 378 00:23:10,400 --> 00:23:16,480 systems, and so so if you're looking at the posts that are 379 00:23:16,480 --> 00:23:22,480 written, published, analyzed, and rewritten based on what 380 00:23:22,480 --> 00:23:23,119 actually performs. 381 00:23:23,200 --> 00:23:25,680 You know, you haven't got any kind of third-party tools, no 382 00:23:25,680 --> 00:23:29,119 dependency on anything, or some other platforms that you know 383 00:23:29,200 --> 00:23:32,000 and hoping that their API is going to work or not work, as 384 00:23:32,000 --> 00:23:33,519 we've recently found out. 385 00:23:34,000 --> 00:23:39,119 Um just the whole thing. 386 00:23:40,240 --> 00:23:44,720 Our whole our whole our whole infrastructure is built on our 387 00:23:44,880 --> 00:23:46,559 all of our own data. 388 00:23:47,359 --> 00:23:49,839 So, like emails, for example. 389 00:23:50,319 --> 00:23:54,000 Get emails drafted from real market signals. 390 00:23:54,240 --> 00:23:56,079 So, what what you know what's resonating? 391 00:23:56,160 --> 00:24:00,000 What's the what what's the data saying that buyers are engaging 392 00:24:00,000 --> 00:24:00,960 with right now? 393 00:24:05,599 --> 00:24:06,799 You have to think about this. 394 00:24:06,960 --> 00:24:11,200 So, so you've got a situation, so you send out, you've been 395 00:24:11,200 --> 00:24:17,119 sending out emails, and you're not happy with the results. 396 00:24:17,440 --> 00:24:21,200 So at the moment, you just go, do another one, or do some more, 397 00:24:21,279 --> 00:24:22,160 but oh, I'll forget it. 398 00:24:22,240 --> 00:24:23,920 It's just it's just not working. 399 00:24:24,559 --> 00:24:26,160 And then you do it this way. 400 00:24:27,519 --> 00:24:32,640 So you get the AI to understand what the market's saying and 401 00:24:32,640 --> 00:24:37,599 doing, crafts an email accordingly and sends it out. 402 00:24:39,920 --> 00:24:43,519 And then a week later it checks it, goes, okay, I can see that 403 00:24:43,680 --> 00:24:44,720 that wasn't so bad. 404 00:24:45,039 --> 00:24:48,160 We'll do another one and compare it and keep comparing it. 405 00:24:48,240 --> 00:24:50,559 Keep going, oh, right, we've seen a pattern here, we need to 406 00:24:50,559 --> 00:24:53,839 change this and change that, and gradually, over time, just your 407 00:24:53,839 --> 00:24:57,200 emails, they start to work. 408 00:25:00,559 --> 00:25:02,720 I've just said this to you. 409 00:25:04,799 --> 00:25:08,319 Those people in the know that, whether it's GPT or whether it's 410 00:25:08,319 --> 00:25:12,319 Claude or whether you're using Whisperflow, you say you say to 411 00:25:12,319 --> 00:25:14,640 your AI, sort it out, would you? 412 00:25:14,880 --> 00:25:17,519 I want a decent email to go out to our list. 413 00:25:19,119 --> 00:25:21,039 And it'll come back and say, Which list do you want? 414 00:25:21,119 --> 00:25:22,160 I've got these ones listed. 415 00:25:22,240 --> 00:25:23,839 I'll do it to that list there. 416 00:25:24,160 --> 00:25:26,960 Right, you are, and it goes off and does it. 417 00:25:28,720 --> 00:25:31,599 And send me a send me an email, uh, a message in in a week's 418 00:25:31,599 --> 00:25:33,279 time, let me know how it's getting on. 419 00:25:36,480 --> 00:25:39,599 I mean, I'm stunned by it. 420 00:25:39,759 --> 00:25:41,359 I don't know about you. 421 00:25:41,599 --> 00:25:42,240 Yeah. 422 00:25:42,799 --> 00:25:46,319 So it's you're triggering it by or you could do it by 423 00:25:46,319 --> 00:25:46,880 automation. 424 00:25:47,039 --> 00:25:49,519 Set up a routine in quite clawed, go, right, I could sort 425 00:25:49,519 --> 00:25:51,119 this out, do it once a week. 426 00:25:52,319 --> 00:25:56,559 So every output, every single thing that goes out of your 427 00:25:56,559 --> 00:25:59,200 company is informed on what happened before. 428 00:25:59,279 --> 00:26:02,880 Every decision is grounded now for us in our own data rather 429 00:26:02,880 --> 00:26:04,720 than someone else's benchmark. 430 00:26:05,279 --> 00:26:07,119 And that's exactly what happened a few weeks ago. 431 00:26:07,279 --> 00:26:09,200 I said, Well, where's the best time, best time to do this, 432 00:26:09,359 --> 00:26:09,839 this, and this? 433 00:26:09,920 --> 00:26:12,480 And I get these responses back from Claude and GPT going, oh, 434 00:26:12,559 --> 00:26:14,799 you need to do X, Y, and Z because that's you know, that's 435 00:26:14,799 --> 00:26:17,279 what the great and the good and the great say you should do. 436 00:26:17,599 --> 00:26:19,440 I said, Okay, I hear what you're saying. 437 00:26:19,519 --> 00:26:24,960 Um, go and look at the BigQuery data and come back and tell me 438 00:26:24,960 --> 00:26:27,200 if what you've just said stands. 439 00:26:27,599 --> 00:26:30,799 Went off to BigQuery, checked it out, came back and went, no, 440 00:26:30,960 --> 00:26:31,680 absolutely not. 441 00:26:31,759 --> 00:26:35,759 What you've said stands because your your figures and your data 442 00:26:36,000 --> 00:26:39,920 are that the percentages are far greater than any of the standard 443 00:26:39,920 --> 00:26:41,759 stuff that we've got that we've got access to. 444 00:26:41,920 --> 00:26:45,599 And bearing in mind, you can ask an AI, where are you trained up 445 00:26:45,599 --> 00:26:45,920 to? 446 00:26:46,720 --> 00:26:50,799 And some of it will say, well, up to December 2025 or January 447 00:26:50,799 --> 00:26:51,599 2026. 448 00:26:51,759 --> 00:26:54,240 Wait a second, we're June, we're six months. 449 00:26:54,400 --> 00:26:55,759 What's happened? 450 00:26:58,480 --> 00:27:01,759 So that's what a genetic AI makes possible when the data 451 00:27:01,759 --> 00:27:03,839 infrastructure is there, when it's all everything's in place. 452 00:27:03,920 --> 00:27:07,599 So we're not describing some kind of product roadmap, we're 453 00:27:07,599 --> 00:27:12,960 saying what we've got right now on our body of work of all this 454 00:27:12,960 --> 00:27:17,759 data in this system, and this is precisely why um the what the 455 00:27:17,920 --> 00:27:22,720 kind of the SX hub element enables for any B2B company that 456 00:27:22,720 --> 00:27:23,759 installs it. 457 00:27:26,400 --> 00:27:29,680 Yeah, you you you you don't need to don't need to build what 458 00:27:29,680 --> 00:27:30,880 we've built from scratch. 459 00:27:31,039 --> 00:27:33,119 I mean, the infrastructure, the pipeline, the knowledge 460 00:27:33,119 --> 00:27:36,640 architecture, that's what the the OS provides. 461 00:27:36,960 --> 00:27:40,000 Basically, you bring your IP and the system learns it, retrieves 462 00:27:40,000 --> 00:27:41,440 it, and puts it to work. 463 00:27:43,759 --> 00:27:46,880 So, you know, we talk we're talking about kind of go to 464 00:27:47,039 --> 00:27:48,720 market, but we're not, are we? 465 00:27:48,960 --> 00:27:50,319 It's not go to market. 466 00:27:51,279 --> 00:27:55,200 This is changing how your company it is a commercial 467 00:27:55,200 --> 00:27:58,240 system because it it's self-learning. 468 00:27:58,400 --> 00:28:00,319 You're telling it to go and do something. 469 00:28:00,480 --> 00:28:04,799 24-7, never sick, no holidays, no back chat. 470 00:28:05,039 --> 00:28:08,559 I mean, what's there not to love about it? 471 00:28:09,039 --> 00:28:11,920 But the companies that move on this now are the ones that are 472 00:28:11,920 --> 00:28:14,559 going to be running fundamentally different um 473 00:28:14,559 --> 00:28:17,039 commercial operations in 18 months' time. 474 00:28:18,400 --> 00:28:22,000 And the ones that don't, they'll be competing against the ones 475 00:28:22,000 --> 00:28:25,039 with the same tools, same headcount, same costs. 476 00:28:25,519 --> 00:28:28,319 I'm wondering why that gap keeps even wide, you know, widering 477 00:28:28,319 --> 00:28:28,640 even more. 478 00:28:28,720 --> 00:28:32,799 I mean, if you think about it, it's not it's not complicated, 479 00:28:32,880 --> 00:28:35,920 but we're gonna come on to that in this in the manifesto. 480 00:28:36,240 --> 00:28:40,640 Yeah, everybody does the same thing at the moment. 481 00:28:42,400 --> 00:28:46,480 Do you think about just think about that as I as I go into 482 00:28:46,640 --> 00:28:48,960 this next kind of phase, which is about the manifesto. 483 00:28:49,119 --> 00:28:53,200 So, what I'm gonna read is basically the case, this case 484 00:28:53,200 --> 00:28:56,240 that I've been building for 40 odd years in B2B sales and 485 00:28:56,240 --> 00:28:56,880 marketing. 486 00:28:57,200 --> 00:28:58,880 Doesn't hitch, yeah. 487 00:28:59,039 --> 00:29:02,240 I mean it's gonna name it's gonna name the failure directly, 488 00:29:02,480 --> 00:29:02,720 right? 489 00:29:04,000 --> 00:29:08,319 And it presents the data and it says clearly what the 490 00:29:08,319 --> 00:29:09,440 alternative is. 491 00:29:10,240 --> 00:29:14,400 So it's it'll be about that's about 10 minutes, I think. 492 00:29:14,480 --> 00:29:17,759 Uh uh depends how fast I talk, but it's about 10 minutes, and 493 00:29:17,759 --> 00:29:22,000 it covers seven specific movements if that makes sense. 494 00:29:22,319 --> 00:29:24,720 It starts with how we got here, history of B2B's. 495 00:29:24,880 --> 00:29:26,640 I know I could jump straight into it, but I just want to give 496 00:29:26,640 --> 00:29:27,680 you an overview. 497 00:29:27,839 --> 00:29:31,839 The history of B2B companies that were sold a broker model 498 00:29:31,839 --> 00:29:34,160 over and over and over again with a promise, the same promise 499 00:29:34,240 --> 00:29:35,119 every time. 500 00:29:36,240 --> 00:29:38,640 And it presents the crime scene. 501 00:29:39,119 --> 00:29:43,519 Yeah, the numbers that proved that the models failed, from the 502 00:29:43,519 --> 00:29:46,960 that the Martec explosion to the consistent failure to achieve 503 00:29:46,960 --> 00:29:51,279 targets, in other words, that that quota attainment collapse. 504 00:29:52,000 --> 00:29:56,480 And it explains how B2B buyers actually behave and why 505 00:29:56,480 --> 00:30:02,480 everything the industry built ran directly against buyer 506 00:30:02,480 --> 00:30:12,319 behavior, and it describes the alternative, which is B B2B, 507 00:30:12,799 --> 00:30:19,119 broadcast B2B selling, what it is, why it works, um, what the 508 00:30:19,119 --> 00:30:21,519 infrastructure actually looks like. 509 00:30:22,000 --> 00:30:25,119 And at the end of the manifesto, I'm gonna point you towards the 510 00:30:25,119 --> 00:30:25,920 course. 511 00:30:26,799 --> 00:30:30,160 Because manifesto is the is the case for change, and the course 512 00:30:30,160 --> 00:30:31,839 is is where it begins. 513 00:30:32,079 --> 00:30:36,240 So I would ask you just just for now to bear with me to listen to 514 00:30:36,240 --> 00:30:40,480 what this I'm gonna read it out, and like I said before, so we we 515 00:30:40,480 --> 00:30:41,359 have these multiple things. 516 00:30:41,440 --> 00:30:45,200 We have we have it in in writing, we're gonna be PRing 517 00:30:45,279 --> 00:30:47,839 this, we're gonna be communicating that this is the 518 00:30:47,839 --> 00:30:51,920 change the B2Bs have been waiting for for 40 years, and 519 00:30:51,920 --> 00:30:53,519 it's explained. 520 00:30:54,240 --> 00:30:57,279 So this is this is not a marketing document. 521 00:30:57,440 --> 00:31:01,119 So you can put that thought down immediately. 522 00:31:01,920 --> 00:31:08,000 This is an indictment, it's a 40-year forensic examination of 523 00:31:08,000 --> 00:31:14,000 why B2B companies keep failing at the one thing they can't 524 00:31:14,000 --> 00:31:17,680 afford to fail at, and is finding and winning new 525 00:31:17,680 --> 00:31:22,720 business, names the culprits, presents the evidence, and 526 00:31:22,720 --> 00:31:25,920 offers the only logical conclusion available once you've 527 00:31:25,920 --> 00:31:26,880 seen all the data. 528 00:31:27,119 --> 00:31:33,200 So if you're um uh a CEO, a founder, revenue leader, a B2B 529 00:31:33,279 --> 00:31:38,799 technology SASL services, and if you've privately suspected for 530 00:31:38,799 --> 00:31:41,359 some time that something's been broken and something's not quite 531 00:31:41,359 --> 00:31:43,680 right, you're not getting the exposure, you're not getting 532 00:31:43,920 --> 00:31:47,039 people are not getting to see you, and think that something's 533 00:31:47,039 --> 00:31:50,240 fundamentally broken, just read on. 534 00:31:50,799 --> 00:31:55,119 And I think what you've suspected is probably correct. 535 00:31:56,240 --> 00:31:59,920 So, movement one, the first first stage, how do we get here? 536 00:32:00,079 --> 00:32:02,880 Well, it started a long time ago, long, long time ago, with 537 00:32:02,880 --> 00:32:06,079 commission, only salespeople, low basic salaries, high high 538 00:32:06,079 --> 00:32:08,240 risk was transferred completely to the individual. 539 00:32:08,400 --> 00:32:14,240 So the business owners that wanted uh revenue, but they 540 00:32:14,240 --> 00:32:16,400 wanted it at a minimum exposure to themselves. 541 00:32:16,480 --> 00:32:19,440 So a hungry salesperson on the road seemed like the great the 542 00:32:19,440 --> 00:32:20,319 best answer. 543 00:32:20,640 --> 00:32:23,920 In the UK, especially, salespeople have always carried 544 00:32:23,920 --> 00:32:28,240 some kind of cultural stigma, yeah, necessary but not quite 545 00:32:28,240 --> 00:32:30,799 respectable, you know, just jack the lad salesperson. 546 00:32:31,440 --> 00:32:34,640 Very different in the States, very different. 547 00:32:35,599 --> 00:32:37,759 So after all, I mean we're talking in the 50s. 548 00:32:37,839 --> 00:32:41,599 So along came email, and the promise was immediate. 549 00:32:42,960 --> 00:32:44,799 I would say immediate, it's cheap. 550 00:32:45,039 --> 00:32:48,960 Martec vendors told every CEO a database and a broadcast tool 551 00:32:49,039 --> 00:32:49,680 was all you need. 552 00:32:51,440 --> 00:32:55,759 Following that, pay-per-click in the early 2000s, cheap traffic, 553 00:32:55,839 --> 00:33:02,319 measurable, scalable, and then gated PDFs trading content for 554 00:33:02,319 --> 00:33:05,680 those email addresses through marketing automation platforms, 555 00:33:05,920 --> 00:33:10,559 which also promised to nurture those addresses, those email 556 00:33:10,559 --> 00:33:12,559 addresses into a pipeline. 557 00:33:12,880 --> 00:33:15,680 And then you had to that that was all part and parcel of the 558 00:33:15,680 --> 00:33:18,160 demand gen, lead gen, pay-per-click, ABM, you know, 559 00:33:18,240 --> 00:33:18,720 that kind of stuff. 560 00:33:18,799 --> 00:33:26,160 And then ABM, ABM SDR teams like trying to industrialize that 561 00:33:26,160 --> 00:33:28,160 output, that cold outreach. 562 00:33:29,279 --> 00:33:31,119 And everyone knew it didn't work. 563 00:33:31,359 --> 00:33:32,960 Everyone knew it didn't work. 564 00:33:33,759 --> 00:33:37,039 So every single step across four decades, the promise was 565 00:33:37,039 --> 00:33:37,599 identical. 566 00:33:37,839 --> 00:33:40,799 New business, low cost, low risk. 567 00:33:42,400 --> 00:33:47,599 So the sales commission model was transferred, kind of it 568 00:33:47,599 --> 00:33:55,200 transferred that risk to the individual, to every subsequent 569 00:33:55,200 --> 00:33:59,680 wave transferred a cost then to a SaaS subscription. 570 00:34:00,000 --> 00:34:04,079 CEOs were told, you know, with by very, very credible people, 571 00:34:04,240 --> 00:34:06,720 the finding new customers was going to it was going to get 572 00:34:06,720 --> 00:34:09,360 cheaper and so on, and they wanted to believe it because the 573 00:34:09,360 --> 00:34:14,719 alternative was that it was structurally hard and always had 574 00:34:14,719 --> 00:34:18,400 been and um wasn't anything anyone was selling anyway. 575 00:34:18,880 --> 00:34:23,360 So 20 years of marketing automation data later, the 576 00:34:23,360 --> 00:34:26,800 failure rate's not moved, but nobody talks about it. 577 00:34:27,119 --> 00:34:30,480 Because admitting that marketing automation platforms didn't work 578 00:34:30,639 --> 00:34:34,960 means admitting ABM doesn't work and that pay-per-click doesn't 579 00:34:34,960 --> 00:34:38,719 work, and we just we're talking B2B here, we're not talking B2C. 580 00:34:38,880 --> 00:34:42,960 Yeah, so what does the industry do? 581 00:34:43,119 --> 00:34:47,360 It does what it always does, it pivots to the next new shiny 582 00:34:47,360 --> 00:34:48,000 thing. 583 00:34:50,480 --> 00:34:51,039 AI. 584 00:34:52,480 --> 00:34:54,559 So the bottom line is the problem was never never the 585 00:34:54,559 --> 00:34:58,639 tool, it was the um it was the actual model, and no tool can 586 00:34:58,639 --> 00:35:00,000 fix a broken model. 587 00:35:02,320 --> 00:35:08,400 So basically, you look at the the kind of the nothing changed 588 00:35:08,400 --> 00:35:09,519 except the front door. 589 00:35:09,599 --> 00:35:13,920 Yeah, 1952, for example, story time, you know, salesman knocks 590 00:35:13,920 --> 00:35:17,360 on our door, introduces himself, says, Have we got five minutes? 591 00:35:18,719 --> 00:35:20,239 Have a chat for five minutes. 592 00:35:20,559 --> 00:35:27,039 2026, BDR sends a LinkedIn in mail, introduces themselves, and 593 00:35:27,039 --> 00:35:31,119 asks for 15 minutes of someone's time to do a discovery call. 594 00:35:31,440 --> 00:35:35,519 So 70 years, different door, same outcome. 595 00:35:35,920 --> 00:35:38,559 Because the person on the other side didn't want to hear from 596 00:35:38,559 --> 00:35:40,320 you until they were ready. 597 00:35:40,639 --> 00:35:41,760 They never did. 598 00:35:42,480 --> 00:35:47,440 So that's not a criticism of salespeople, it's an observation 599 00:35:47,760 --> 00:35:52,719 about human behavior that has remained constant across every 600 00:35:52,719 --> 00:35:56,719 technological revolution the sales industry has claimed would 601 00:35:56,719 --> 00:35:58,000 change everything. 602 00:35:58,960 --> 00:36:01,760 Telephone didn't change it, email didn't change it, CRM 603 00:36:01,760 --> 00:36:04,159 didn't change it, marketing automation didn't change it, 604 00:36:04,320 --> 00:36:09,199 ABM, sales navigator, intent data platforms, even you know, 605 00:36:09,360 --> 00:36:13,280 AI outreach, the whole all the the those kind of AI outreach 606 00:36:13,440 --> 00:36:16,880 scrape and spam data sequences, not changed it. 607 00:36:17,199 --> 00:36:17,840 Nothing. 608 00:36:28,719 --> 00:36:34,400 B2B companies collectively spend billions of pounds every year on 609 00:36:34,400 --> 00:36:39,760 an operating model designed around the same assumption that 610 00:36:39,760 --> 00:36:44,159 buyers will identify themselves before they're ready, fill in 611 00:36:44,159 --> 00:36:47,599 forms before they've finished their research, answer cold 612 00:36:47,599 --> 00:36:50,800 calls before they've decided they've got a problem, and 613 00:36:50,800 --> 00:36:55,760 respond to outreach from vendors they don't yet know or trust. 614 00:36:58,400 --> 00:36:59,360 They don't. 615 00:36:59,920 --> 00:37:01,039 They never have. 616 00:37:01,280 --> 00:37:05,519 And the data proving it has been sitting in plain sight for over 617 00:37:05,519 --> 00:37:06,320 a decade. 618 00:37:08,559 --> 00:37:11,119 So you could say the the date of the crime scene. 619 00:37:11,199 --> 00:37:16,239 You know, let's let's look at and examine what 40 years of B2B 620 00:37:16,239 --> 00:37:20,159 sales observation combined with a decade of systematic research 621 00:37:20,400 --> 00:37:21,039 shows. 622 00:37:22,639 --> 00:37:29,199 So in 2011, Scott Brinker published his first marketing 623 00:37:29,199 --> 00:37:34,559 technology landscape, big infographic, 150 products. 624 00:37:35,280 --> 00:37:35,920 Wow. 625 00:37:37,119 --> 00:37:38,320 Only 2011. 626 00:37:38,719 --> 00:37:49,760 By 2024, there were 14,106 by 25, 15,384. 627 00:37:53,280 --> 00:37:57,039 So no statistics are statistics. 628 00:37:57,280 --> 00:38:03,599 That's a 9,304 increase in 14 years. 629 00:38:04,480 --> 00:38:08,800 And the the line that um got written was this is the largest 630 00:38:08,800 --> 00:38:11,280 peacetime accumulation of commercial software the world 631 00:38:11,280 --> 00:38:15,440 has ever seen, concentrated entirely in a single business 632 00:38:15,440 --> 00:38:16,079 function. 633 00:38:17,599 --> 00:38:18,559 Marketing. 634 00:38:20,159 --> 00:38:23,840 Okay, so what did the pipeline do during the same period? 635 00:38:24,800 --> 00:38:26,320 You're not gonna like this. 636 00:38:27,119 --> 00:38:29,519 It went backwards in 2024. 637 00:38:29,760 --> 00:38:33,920 70% of reps of salespeople missed their quota, missed out, 638 00:38:34,239 --> 00:38:35,519 missed their targets. 639 00:38:35,840 --> 00:38:42,880 The average quota attainment across B2B organizations fell to 640 00:38:42,880 --> 00:38:48,960 43%, down from 53% in 2020. 641 00:38:49,440 --> 00:38:55,679 In 2025, 42% of B2B companies missed their growth targets 642 00:38:55,679 --> 00:39:02,719 entirely, and that's up from 32% the year before. 643 00:39:02,960 --> 00:39:06,480 More tools, more spend, worse results. 644 00:39:06,800 --> 00:39:08,159 It's quite shocking. 645 00:39:08,480 --> 00:39:13,760 So it's not a coincidence, but it is actually a structural 646 00:39:14,239 --> 00:39:14,880 consequence. 647 00:39:15,440 --> 00:39:16,559 Get tunt out of there. 648 00:39:16,719 --> 00:39:18,960 A structural consequence. 649 00:39:29,119 --> 00:39:33,760 Um in 2025, SaaS Management Index put the average cost of 650 00:39:33,760 --> 00:39:40,880 SaaS uh something like$4,830 per employee. 651 00:39:43,199 --> 00:39:44,800 So apply that to your own business. 652 00:39:44,960 --> 00:39:47,440 I mean, there's there's lots of different sizes of businesses 653 00:39:47,440 --> 00:39:49,519 talking to us, so we have to pick a pick a size. 654 00:39:49,679 --> 00:39:52,800 So go for a 50 per a 50-person B2B company. 655 00:39:53,199 --> 00:39:56,079 It's spending about 190 grand annually on SaaS. 656 00:39:56,239 --> 00:40:02,000 Before anyone's done any work, a 250-person company is getting 657 00:40:02,000 --> 00:40:03,440 onto for a million. 658 00:40:03,760 --> 00:40:08,159 And Xylo's data shows that 53% of those licenses go unused 659 00:40:08,239 --> 00:40:10,079 within 30 days of purchase. 660 00:40:10,639 --> 00:40:14,559 The average company's got something like 275 SaaS 661 00:40:14,559 --> 00:40:16,880 applications, different applications. 662 00:40:17,119 --> 00:40:20,880 The average marketing technology stack alone sits about sits at 663 00:40:20,880 --> 00:40:27,199 about 27 tools, with the top 10% running at 10% of companies with 664 00:40:27,199 --> 00:40:29,360 91 different tools. 665 00:40:29,920 --> 00:40:35,599 The average CMO uses about 42% of Martec capability that 666 00:40:35,599 --> 00:40:36,960 they've purchased. 667 00:40:37,679 --> 00:40:39,280 That's 42% now. 668 00:40:39,440 --> 00:40:42,559 That was that's down from 58% in 2020. 669 00:40:43,039 --> 00:40:47,599 They're buying more, but using less of it and achieving less 670 00:40:47,599 --> 00:40:48,239 with it. 671 00:40:50,320 --> 00:40:52,320 And that this is this is tough. 672 00:40:52,480 --> 00:40:53,440 This bit's tough. 673 00:40:53,679 --> 00:40:59,199 The average tenure of CMO is 18 months, and the last statistics 674 00:40:59,199 --> 00:41:01,760 needs needs a moment of stillness, really. 675 00:41:04,639 --> 00:41:06,639 And stillness or sadness? 676 00:41:07,199 --> 00:41:08,000 Both, I think. 677 00:41:08,239 --> 00:41:09,679 18 months. 678 00:41:10,400 --> 00:41:13,440 So when it kicks off, it takes someone, new one, three months 679 00:41:13,440 --> 00:41:15,840 to understand how the business works, 12 months to implement 680 00:41:15,840 --> 00:41:19,920 their new plan, three months to explain why it didn't work 681 00:41:20,000 --> 00:41:21,360 before being replaced by someone else. 682 00:41:21,440 --> 00:41:24,719 Who's got to repeat you literally repeat the cycle? 683 00:41:25,440 --> 00:41:29,519 So boards of directors, if you think about it, become expert at 684 00:41:29,519 --> 00:41:31,280 firing CMOs. 685 00:41:32,480 --> 00:41:35,760 But unfortunately, they've not yet become expert at questioning 686 00:41:35,760 --> 00:41:40,880 the model the CMOs were hired to execute. 687 00:41:41,519 --> 00:41:45,360 That's the that's the you know, and this is where it becomes 688 00:41:45,360 --> 00:41:47,119 quite uncomfortable. 689 00:41:48,320 --> 00:41:54,639 B2B business owners who want strategic um guidance turned 690 00:41:54,639 --> 00:41:56,639 quite reasonably to the respected names. 691 00:41:56,719 --> 00:41:59,280 So Gartner Forester, Sirius Decisions. 692 00:41:59,519 --> 00:42:03,519 These organizations produce the research that shapes 693 00:42:03,840 --> 00:42:06,800 go-to-market investment decisions across every 694 00:42:06,800 --> 00:42:09,920 technology sector in the world. 695 00:42:10,880 --> 00:42:16,000 Those same organizations receive substantial fees from Martec 696 00:42:16,000 --> 00:42:19,199 vendors who want to appear on their quadrants and in their 697 00:42:19,199 --> 00:42:20,159 reports. 698 00:42:20,719 --> 00:42:24,960 Gartner tells B2B CEOs to invest in marketing technology. 699 00:42:25,199 --> 00:42:28,559 Gartner's own research simultaneously confirms that 83% 700 00:42:28,719 --> 00:42:33,519 of B2B buyers conduct their research digitally before 701 00:42:33,519 --> 00:42:35,599 engaging with a salesperson. 702 00:42:36,960 --> 00:42:41,360 And 75% of them want to remain completely anonymous while doing 703 00:42:41,360 --> 00:42:42,960 so, while doing that. 704 00:42:45,840 --> 00:42:57,920 You how do you actually buy and then ask your marketing team 705 00:42:58,320 --> 00:42:59,519 what do they think? 706 00:43:00,159 --> 00:43:03,519 So you ask yourself, think about how you buy, how you speak to 707 00:43:03,519 --> 00:43:06,320 people, how you engage and and connect with people, and then 708 00:43:06,320 --> 00:43:07,599 ask what they do. 709 00:43:07,920 --> 00:43:11,039 Demand Gen, lead gen, Abian, paper clique, followed up by a 710 00:43:11,039 --> 00:43:12,239 bit of telesales. 711 00:43:13,360 --> 00:43:20,079 So the technology that Gartner actually recommends is just to 712 00:43:20,079 --> 00:43:22,239 capture those buyers before they're ready. 713 00:43:22,559 --> 00:43:24,880 But the buyers refuse to be captured. 714 00:43:25,360 --> 00:43:28,960 Gartner knows this is true, cycle continues. 715 00:43:29,519 --> 00:43:33,679 Check out Brent Adamson's um, I just thought of this. 716 00:43:33,760 --> 00:43:38,159 If you check out Brent Adamson's last article that he wrote when 717 00:43:38,159 --> 00:43:44,079 he worked for Gartner, and it was published on Harvard 718 00:43:44,079 --> 00:43:44,639 Business Review. 719 00:43:44,719 --> 00:43:45,679 I'm sure it was Harvard. 720 00:43:45,840 --> 00:43:48,480 I've had there's actually a copy of it on our on our website. 721 00:43:48,800 --> 00:43:52,880 If you look read that, he says actually people want to read 722 00:43:52,960 --> 00:43:56,320 self self serve, self educate, remain anonymous, and calculate 723 00:43:56,320 --> 00:43:58,559 the ROA before they even speak to someone. 724 00:43:59,119 --> 00:43:59,760 He wrote it. 725 00:44:00,159 --> 00:44:01,440 Got it published. 726 00:44:01,679 --> 00:44:03,039 And then left and set up his own. 727 00:44:03,280 --> 00:44:05,840 He'd been there 25 years, left and set up his own consultancy. 728 00:44:06,639 --> 00:44:07,519 Go figure. 729 00:44:08,800 --> 00:44:12,800 So it's not a conspiracy, but it's just a system that's 730 00:44:12,800 --> 00:44:15,360 optimizing for its own continuation. 731 00:44:16,079 --> 00:44:16,800 Why not? 732 00:44:17,039 --> 00:44:19,440 Caveat emptol, buyer beware. 733 00:44:20,159 --> 00:44:21,840 But they're not doing it for your revenue. 734 00:44:23,519 --> 00:44:25,519 So you look at how buyers actually behave, you know, 735 00:44:25,599 --> 00:44:28,719 somewhere along the line, you know, B2B in the B2B industry 736 00:44:28,719 --> 00:44:32,000 accepted a deeply convenient fiction. 737 00:44:32,960 --> 00:44:36,159 And that is that buyers behave like consumers. 738 00:44:37,920 --> 00:44:41,599 They don't, they do not, and they never have. 739 00:44:42,000 --> 00:44:47,840 So when a consumer buys trainers, they respond to brand 740 00:44:47,840 --> 00:44:50,639 advertising and follow like social trends, make an 741 00:44:50,639 --> 00:44:53,840 emotional, personal decision from their own discretionary 742 00:44:53,840 --> 00:44:54,320 income. 743 00:44:54,480 --> 00:44:57,280 Feedback loops fast, consequences of a bad decision 744 00:44:57,280 --> 00:44:58,559 are pretty small. 745 00:44:59,280 --> 00:45:02,159 When a CEO evaluates new technology, platform or 746 00:45:02,159 --> 00:45:04,079 something like that for their business, the dynamics are 747 00:45:04,079 --> 00:45:04,239 different. 748 00:45:04,559 --> 00:45:06,960 They're spending the company's money, not their own. 749 00:45:07,679 --> 00:45:10,320 They're accountable to a board, to shareholders, teams. 750 00:45:10,400 --> 00:45:12,639 You know, the decision might take months or years. 751 00:45:12,880 --> 00:45:15,360 Consequences of a bad decision, significant. 752 00:45:15,840 --> 00:45:19,679 And, I mean, critically, they don't want a vendor anywhere 753 00:45:19,679 --> 00:45:22,239 near that evaluation process until they've formed their own 754 00:45:22,239 --> 00:45:23,760 opinion and their own view. 755 00:45:25,599 --> 00:45:29,519 I mean, our own course material says specifically 86% of 756 00:45:29,519 --> 00:45:33,119 prospects self-serve so that they can remain anonymous until 757 00:45:33,119 --> 00:45:34,320 they're ready to buy. 758 00:45:34,559 --> 00:45:36,639 And they won't speak to a salesperson until they can, 759 00:45:36,719 --> 00:45:37,840 until they're ready. 760 00:45:38,079 --> 00:45:40,320 And that can take up to five years. 761 00:45:41,599 --> 00:45:45,360 That's in line, you know, with the with the um you look at the 762 00:45:45,360 --> 00:45:47,519 pyramid where you've got missions, strategy, tactics, and 763 00:45:47,519 --> 00:45:48,719 planning and so on. 764 00:45:49,360 --> 00:45:59,360 If missions ten, strategies five, tactics are three, and 765 00:45:59,360 --> 00:46:00,159 planning is Europe. 766 00:46:01,519 --> 00:46:05,599 So, you know, that looking at five years of autonomous, um, 767 00:46:05,760 --> 00:46:09,599 anonymous, sorry, autonomous, anonymous education, five years 768 00:46:09,599 --> 00:46:11,599 of reading, comparing, evaluating, watching, and 769 00:46:11,599 --> 00:46:14,320 listening before a conversation even starts. 770 00:46:14,719 --> 00:46:20,079 LinkedIn, their own research confirms that 75% of B2B buyers 771 00:46:20,079 --> 00:46:23,280 want to remain anonymous throughout that buying process. 772 00:46:23,440 --> 00:46:26,880 Like I said, Gartner says 83% complete the research before 773 00:46:26,880 --> 00:46:27,519 engaging with anyone. 774 00:46:27,679 --> 00:46:30,880 Forrester showed years ago that less than 1% of prospects who 775 00:46:30,880 --> 00:46:34,159 entered a so-called marketing funnel ever became a 776 00:46:34,159 --> 00:46:35,840 revenue-paying customer. 777 00:46:36,320 --> 00:46:38,719 And now marketers they don't call it the funnel. 778 00:46:38,880 --> 00:46:41,599 Well, they do, they call it the dark funnel because no one knows 779 00:46:41,599 --> 00:46:42,719 what they're doing. 780 00:46:43,280 --> 00:46:46,800 Because the marketers don't know what people are saying or doing. 781 00:46:51,119 --> 00:46:55,039 No, mate, you're not in you're not involved in any conversation 782 00:46:55,199 --> 00:46:56,960 because they don't want you to know. 783 00:46:58,639 --> 00:47:00,800 But these are not fringe findings. 784 00:47:02,800 --> 00:47:05,280 I mean, these are the concept, this is the consensus of the 785 00:47:05,280 --> 00:47:09,760 largest research organizations in the world repeatedly across a 786 00:47:09,760 --> 00:47:13,119 decade of studies, and they directly contradict every 787 00:47:13,119 --> 00:47:18,800 assumption which demand gen lead and ABM and outbound prospecting 788 00:47:19,039 --> 00:47:20,400 has ever been built on. 789 00:47:21,920 --> 00:47:26,079 Buyers do not give out personal email addresses to vendors they 790 00:47:26,079 --> 00:47:27,119 don't yet know. 791 00:47:27,360 --> 00:47:31,199 They don't fill in gated forms, you know, content forms, they 792 00:47:31,280 --> 00:47:33,679 don't welcome email cold calls. 793 00:47:33,840 --> 00:47:35,119 When was the last time you got a cold call? 794 00:47:35,360 --> 00:47:37,199 Oh, I'm so glad you called. 795 00:47:38,639 --> 00:47:42,159 They don't want and don't appreciate reverse IP lookups, 796 00:47:42,400 --> 00:47:45,760 kind of identifying them as a trigger for in some kind of BDR 797 00:47:45,760 --> 00:47:46,000 sequence. 798 00:47:46,159 --> 00:47:48,400 Oh, look, we know who they are, we know their IP addresses. 799 00:47:48,639 --> 00:47:52,639 Steam into Sales Navigator, see see, or rather, they're um 800 00:47:52,800 --> 00:47:57,840 whether it's cognism or um candy or Lee Forensics, let's see who 801 00:47:57,840 --> 00:48:00,000 that who that IP address belongs to. 802 00:48:00,159 --> 00:48:00,880 Great, okay. 803 00:48:01,039 --> 00:48:02,800 Now we've find the company, great. 804 00:48:02,960 --> 00:48:04,639 Who would be the people that would kind of look at this 805 00:48:04,639 --> 00:48:04,800 stuff? 806 00:48:04,960 --> 00:48:06,079 Right, we've found him, right? 807 00:48:06,159 --> 00:48:07,360 Now let's go and phone them up. 808 00:48:11,440 --> 00:48:12,079 Hello. 809 00:48:13,599 --> 00:48:15,199 You're still on our website. 810 00:48:15,360 --> 00:48:16,719 Can we sell to you? 811 00:48:17,039 --> 00:48:17,920 You put the phone down. 812 00:48:18,000 --> 00:48:20,000 Well, mind you, you wouldn't even answer it because your 813 00:48:20,000 --> 00:48:21,599 gatekeeper would stop it. 814 00:48:22,719 --> 00:48:25,440 And even when even when you do, when even when you are forced to 815 00:48:25,440 --> 00:48:27,599 do something because you really want to find some information 816 00:48:27,599 --> 00:48:31,599 out, and you get a phone call two minutes later, and someone 817 00:48:31,599 --> 00:48:33,920 who's watching this knows exactly what I'm talking about. 818 00:48:34,239 --> 00:48:35,840 But that that's the point. 819 00:48:37,199 --> 00:48:38,400 That's what happened, you know. 820 00:48:38,880 --> 00:48:40,639 Make an inquiry, you could send us some information. 821 00:48:40,800 --> 00:48:43,039 Oh, you're on our website. 822 00:48:43,199 --> 00:48:44,400 It's like, so what? 823 00:48:48,480 --> 00:48:52,239 Businesses want to learn in their own time, their own pace, 824 00:48:52,320 --> 00:48:53,440 without pressure. 825 00:48:53,679 --> 00:48:56,320 They want to feel informed enough to calculate their own 826 00:48:56,320 --> 00:48:58,400 ROI before a conversation begins. 827 00:48:58,719 --> 00:49:03,519 And they will buy when they're ready, from the company that 828 00:49:03,519 --> 00:49:07,440 they have come to get to know, like, and trust, and understand 829 00:49:07,760 --> 00:49:12,079 them over the months or years of that private evaluation. 830 00:49:12,719 --> 00:49:16,960 Marketing automation hides your content from those buyers from 831 00:49:16,960 --> 00:49:17,440 Google. 832 00:49:17,679 --> 00:49:23,199 Gated forms prevent self-education and cold calling 833 00:49:24,239 --> 00:49:28,719 pet hate interrupts a process that's not even started, if it 834 00:49:28,719 --> 00:49:29,360 even will. 835 00:49:30,480 --> 00:49:34,559 So the entire model runs directly against the grain of 836 00:49:34,559 --> 00:49:38,880 how B2B buyers have always behaved. 837 00:49:39,119 --> 00:49:40,400 It's not fiction. 838 00:49:41,440 --> 00:49:44,320 If you're not a CEO, go and ask him. 839 00:49:44,639 --> 00:49:44,960 Her. 840 00:49:46,480 --> 00:49:50,559 If you're not a buyer, go and ask the buyers in your company 841 00:49:50,559 --> 00:49:51,920 how they do things. 842 00:49:52,559 --> 00:49:54,559 This is not rocket science. 843 00:49:58,960 --> 00:50:06,400 So, given everything that I've said, there is only one logical 844 00:50:06,719 --> 00:50:11,920 response, and that is to stop chasing buyers before they're 845 00:50:11,920 --> 00:50:12,559 ready. 846 00:50:14,639 --> 00:50:19,360 And start being visible to all of them all the time, so that 847 00:50:19,360 --> 00:50:22,719 when any individual buyer reaches the moment of readiness, 848 00:50:22,880 --> 00:50:27,519 whenever that is, from three months to five years, you're the 849 00:50:27,519 --> 00:50:29,440 company, they already know. 850 00:50:30,559 --> 00:50:36,400 It's not a passive strategy, it's an infrastructure strategy, 851 00:50:36,480 --> 00:50:40,239 and it requires discipline, consistency, and a complete 852 00:50:40,239 --> 00:50:42,880 reorganization of how the B2B company thinks about the 853 00:50:42,880 --> 00:50:44,960 relationship between sales marketing and time. 854 00:50:46,079 --> 00:50:48,320 The core principle is simple. 855 00:50:48,880 --> 00:50:51,519 You cannot scale a business through one-to-one 856 00:50:51,679 --> 00:50:55,679 relationships, you can't call your cold call your way out of 857 00:50:55,679 --> 00:50:58,719 sustainable growth, you can't build a relationship personally 858 00:50:58,719 --> 00:51:02,239 with every potential buyer in your total addressable market. 859 00:51:02,960 --> 00:51:04,400 It's impossible. 860 00:51:04,719 --> 00:51:10,719 But you can broadcast to all of them simultaneously every week 861 00:51:10,960 --> 00:51:15,119 with the content that educates, builds trust, and positions your 862 00:51:15,119 --> 00:51:18,559 company as the authority in your space. 863 00:51:20,880 --> 00:51:22,639 This is a live live show moment. 864 00:51:22,719 --> 00:51:24,239 I've got an itchy nose. 865 00:51:25,920 --> 00:51:32,480 This, my friends, is broadcast B2B selling. 866 00:51:32,719 --> 00:51:33,760 BB2B. 867 00:51:35,039 --> 00:51:38,159 So it's not broadcast in that kind of passive sense of spray 868 00:51:38,159 --> 00:51:41,440 and prey that's been abused by all those marketers of 869 00:51:41,440 --> 00:51:45,440 pay-per-click campaigns, but broadcast in the kind of the 870 00:51:45,440 --> 00:51:49,360 original powerful sense that you can occupy a channel, you 871 00:51:49,360 --> 00:51:53,119 produce a regular program, you build an audience that chooses 872 00:51:53,440 --> 00:51:57,599 to return to you because of what your offer genuinely is and it's 873 00:51:57,599 --> 00:51:58,239 useful. 874 00:51:58,719 --> 00:52:03,679 And you let that audience self-select when they're ready 875 00:52:03,679 --> 00:52:05,760 to become customers. 876 00:52:07,360 --> 00:52:11,760 And the weekly live show is kind of the spine of the model, like 877 00:52:11,760 --> 00:52:12,000 this. 878 00:52:12,159 --> 00:52:15,119 It's not because live streaming's a trend, but because 879 00:52:15,119 --> 00:52:18,480 it's the only mechanism that allows a B2B company to 880 00:52:18,480 --> 00:52:24,000 simultaneously reach potential buyer, every potential buyer in 881 00:52:24,000 --> 00:52:32,960 its market, deliver genuine educational value, maintain 882 00:52:33,199 --> 00:52:39,760 complete anonymity for the viewer, and create accumulating 883 00:52:39,760 --> 00:52:43,360 familiarity that precedes trust. 884 00:52:45,280 --> 00:52:47,840 A viewer that's watched your show for six months knows who 885 00:52:47,840 --> 00:52:51,039 you are, understands what you do, has evaluated whether you 886 00:52:51,039 --> 00:52:53,280 can help them, and has done all of this without you spending a 887 00:52:53,280 --> 00:52:54,719 penny trying to find them. 888 00:52:55,440 --> 00:53:01,599 And when they're ready, they'll raise their hand because that 889 00:53:01,599 --> 00:53:03,679 relationship has already existed. 890 00:53:07,599 --> 00:53:10,639 You kind of have to think think about this. 891 00:53:11,280 --> 00:53:13,199 I mean, this is not isn't theory. 892 00:53:13,519 --> 00:53:14,639 Sales exchange, huh? 893 00:53:14,719 --> 00:53:16,559 What we've been doing, we've we've we've been running this 894 00:53:16,559 --> 00:53:17,599 model live for three months. 895 00:53:17,760 --> 00:53:19,440 Three months, okay. 896 00:53:19,760 --> 00:53:32,079 So uh according to Claude, it's um 34,388 LinkedIn impressions. 897 00:53:32,320 --> 00:53:33,840 We're talking B2B here. 898 00:53:33,920 --> 00:53:38,719 We're not talking um, we're not talking consumer-related or 899 00:53:38,719 --> 00:53:40,079 influencer related. 900 00:53:40,239 --> 00:53:44,719 We've got our emails, 19,000 emails to to a verified 901 00:53:44,719 --> 00:53:49,119 database, an average of 48% open rate. 902 00:53:49,199 --> 00:53:50,559 You think okay, fair enough. 903 00:53:50,800 --> 00:53:53,679 Double the in the B2B industry benchmark. 904 00:53:56,000 --> 00:53:59,119 What we've sent out via LinkedIn. 905 00:53:59,679 --> 00:54:02,880 We have had in three months 1,700. 906 00:54:03,199 --> 00:54:08,559 No, no, this I've did that on my my my on my information here. 907 00:54:08,639 --> 00:54:12,159 It says 1,761 is wrong. 908 00:54:12,400 --> 00:54:18,239 It's 1776 verified PDF downloads of ungated content. 909 00:54:20,159 --> 00:54:21,039 Think about that. 910 00:54:21,119 --> 00:54:25,760 How many downloads did you have on your platform, whether you're 911 00:54:25,760 --> 00:54:29,119 using Marketo, HubSpot, Eloqua, Pardot, whatever. 912 00:54:29,360 --> 00:54:34,159 How many downloads have you had in the past three months for 913 00:54:34,400 --> 00:54:36,559 your sales-related product? 914 00:54:37,360 --> 00:54:39,039 Or whatever product you sell? 915 00:54:43,599 --> 00:54:47,760 You have to think about that and go and find I love this. 916 00:54:48,079 --> 00:54:52,000 I asked Claude through Whisperflow. 917 00:54:52,239 --> 00:54:54,320 Claude, how many how many dollars have we had? 918 00:54:54,960 --> 00:55:00,480 It tells me that's that's just music. 919 00:55:03,199 --> 00:55:09,599 So our pipeline is building, our methodology absolutely works. 920 00:55:10,079 --> 00:55:12,639 Not because we didn't did anything, it's not some kind of 921 00:55:12,639 --> 00:55:14,639 clever tactic or anything like that. 922 00:55:14,800 --> 00:55:17,760 It's because we built an infrastructure that was aligned 923 00:55:17,760 --> 00:55:20,079 to how B2B buyers actually behave. 924 00:55:20,320 --> 00:55:23,840 And the funny thing is, is that I'm a B2B buyer. 925 00:55:25,119 --> 00:55:32,719 I've been doing this for as a as a CEO as director, uh 40 years. 926 00:55:35,039 --> 00:55:36,559 86, 87. 927 00:55:37,360 --> 00:55:37,840 Long time. 928 00:55:37,920 --> 00:55:41,760 I know I I I couldn't possibly, but I trust me, I have. 929 00:55:42,159 --> 00:55:43,519 So that's that's where we're at. 930 00:55:43,679 --> 00:55:47,360 So the so that we've now got the like the fifth movement, which 931 00:55:47,360 --> 00:55:49,679 is the the that the infrastructure that makes it 932 00:55:49,679 --> 00:55:50,719 really, really, really real. 933 00:55:50,880 --> 00:55:54,639 So any any strategist could potentially argue for a 934 00:55:54,639 --> 00:55:55,119 different approach. 935 00:55:55,280 --> 00:56:00,079 What what separates BB2B selling from any other methodology in 936 00:56:00,079 --> 00:56:04,639 this space is that the infrastructure to execute it has 937 00:56:04,639 --> 00:56:05,840 already been built. 938 00:56:07,920 --> 00:56:10,880 So we've we have the the sales exchange operating system, which 939 00:56:10,880 --> 00:56:18,719 is a a six-layered um commercial infrastructure designed to 940 00:56:18,719 --> 00:56:22,239 replace the entire go-to-market function. 941 00:56:22,880 --> 00:56:26,960 Not not supplement it, replace it. 942 00:56:28,400 --> 00:56:32,320 So talking through the things that we've got, we've got 943 00:56:32,320 --> 00:56:38,079 SXReach, and that manages um constant market exposure. 944 00:56:38,480 --> 00:56:41,119 Social media, email, banner advertising. 945 00:56:41,280 --> 00:56:49,039 Um it it posts 600 posts a month without any human intervention. 946 00:56:50,960 --> 00:56:56,079 All of that exposure, email banner, social, drives traffic 947 00:56:56,079 --> 00:56:57,119 to live shows. 948 00:56:57,440 --> 00:57:00,559 This is the broadcast engine, weekly live show. 949 00:57:02,159 --> 00:57:09,119 We've got and from that we've got um shorts and clips, podcast 950 00:57:09,119 --> 00:57:13,440 syndication, and the audience building mechanic at the at the 951 00:57:13,599 --> 00:57:17,920 heart of all of that is SX Connect, which is the pipeline 952 00:57:17,920 --> 00:57:19,440 activation layer you can see there. 953 00:57:19,679 --> 00:57:21,519 I just realized so this is one of the things. 954 00:57:21,599 --> 00:57:24,400 So if I'm standing here, I now realize that I'm standing in 955 00:57:24,400 --> 00:57:29,440 front right in front of the um of the of the uh of the diagram. 956 00:57:29,840 --> 00:57:32,239 But I turned it off for a second. 957 00:57:32,559 --> 00:57:44,159 So when you look at that, so SX Connect allows the prospect to 958 00:57:44,159 --> 00:57:48,480 complete a discovery form document that gets processed 959 00:57:48,480 --> 00:57:49,440 through the system. 960 00:57:51,280 --> 00:57:59,760 It books the meeting, it researches the prospect company, 961 00:58:00,639 --> 00:58:05,119 it researches the prospect personal, just it linked in 962 00:58:05,119 --> 00:58:07,440 stuff, so it does what the salesperson would already would 963 00:58:07,440 --> 00:58:08,079 always do. 964 00:58:08,880 --> 00:58:13,679 It generates and prepares the slide deck, inserts the cost 965 00:58:13,679 --> 00:58:18,800 comparison, and delivers it to the salesperson within minutes, 966 00:58:19,920 --> 00:58:22,320 and a full proposal document as well. 967 00:58:25,519 --> 00:58:27,840 Within minutes of it being booked. 968 00:58:28,159 --> 00:58:32,960 So the salesperson, because you're gonna do it online, they 969 00:58:33,039 --> 00:58:35,760 could turn, they could print it out and turn on and turn up, but 970 00:58:36,559 --> 00:58:42,320 they attend online completely prepared, and the prospect has 971 00:58:42,320 --> 00:58:44,079 already self-qualified. 972 00:58:46,239 --> 00:58:51,360 So you have to kind of put that into perspective. 973 00:58:52,480 --> 00:58:57,199 That if you are reaching out to a total addressable market, I 974 00:58:57,440 --> 00:58:59,599 just make sure that nothing's turning around, a total 975 00:58:59,599 --> 00:59:08,559 addressable market, you have to appreciate that your reach is 976 00:59:08,559 --> 00:59:10,639 going to be thousands. 977 00:59:12,079 --> 00:59:18,480 If we take a subset, if we say 10,000, and for the sake of it 978 00:59:18,480 --> 00:59:26,800 being in the UK, there there are 212,000 businesses that are from 979 00:59:26,800 --> 00:59:28,480 10 to 50 employees. 980 00:59:29,039 --> 00:59:39,840 There are 30-6,000 that are 50 to 250, and 250 and above, there 981 00:59:39,840 --> 00:59:41,360 are 8,000 businesses. 982 00:59:42,400 --> 00:59:44,159 That's that's the total. 983 00:59:44,400 --> 00:59:49,039 Pretty much split down the middle, B to B and B to C. 984 00:59:50,159 --> 00:59:53,280 So if we took 10,000 and you said they they they would be our 985 00:59:53,280 --> 00:59:54,400 our target market. 986 00:59:56,320 --> 00:59:59,760 The innovators and early adopters represent 16%. 987 01:00:00,400 --> 01:00:03,119 So they're the ones that would be up for it to begin with for 988 01:00:03,119 --> 01:00:08,000 your market, which means there are 1,600 that you could would 989 01:00:08,000 --> 01:00:13,679 want to, you could or would want to speak to out of 10,000. 990 01:00:13,920 --> 01:00:16,960 And at the moment, businesses are trying to find those and 991 01:00:16,960 --> 01:00:18,960 hunt those people down one at a time. 992 01:00:19,679 --> 01:00:23,679 Needle in a haystack, three to four to five hundred to one 993 01:00:23,840 --> 01:00:26,719 success rate of finding them in a week. 994 01:00:27,039 --> 01:00:27,599 Fact. 995 01:00:30,320 --> 01:00:35,199 This methodology, forget that broadcast to ten thousand, 996 01:00:35,280 --> 01:00:37,199 invite ten thousand to come and watch it. 997 01:00:37,599 --> 01:00:38,559 Nailed. 998 01:00:41,679 --> 01:00:46,480 So after your the SX Connect part, so so that so you've got 999 01:00:46,480 --> 01:00:48,239 SX, so you've got we're looking at the top. 1000 01:00:48,320 --> 01:00:49,280 So we come back here. 1001 01:00:49,360 --> 01:00:50,559 How do I do this? 1002 01:00:50,800 --> 01:00:54,800 Um we go, we've got reach live, we've done the live show. 1003 01:00:54,880 --> 01:00:55,920 Now we're down at the bottom. 1004 01:00:56,800 --> 01:00:58,960 We're down at the bottom with with connect. 1005 01:00:59,280 --> 01:01:01,440 We've just done connect, now we've got ops. 1006 01:01:01,840 --> 01:01:06,320 So if we look at ops, this is what we call um telemetry. 1007 01:01:06,400 --> 01:01:10,719 So it's the commercial telemetry layer tracking every interaction 1008 01:01:10,719 --> 01:01:13,920 from anonymous social media engagement through to pipeline 1009 01:01:13,920 --> 01:01:17,679 value and closed revenue right the way through, start to 1010 01:01:17,679 --> 01:01:18,320 finish. 1011 01:01:19,039 --> 01:01:22,079 Nothing's or rather, every everything's measured, measured, 1012 01:01:22,159 --> 01:01:23,039 nothing's guessed. 1013 01:01:25,599 --> 01:01:28,079 And then we've talked about before, which is Hub, the 1014 01:01:28,079 --> 01:01:32,239 intelligence layer, which is a continuously growing proprietary 1015 01:01:32,400 --> 01:01:36,239 knowledge base built from absolutely everything that's 1016 01:01:36,239 --> 01:01:37,519 within your business. 1017 01:01:37,840 --> 01:01:41,440 Articles, PDFs, published IPs, structured data, everything. 1018 01:01:41,679 --> 01:01:46,400 And rag queryable at every layer of the system. 1019 01:01:46,880 --> 01:01:49,679 And this is the tone of voice engine, you could say. 1020 01:01:50,159 --> 01:01:53,679 Every piece of content the system produces draws from it. 1021 01:01:53,840 --> 01:01:56,960 The more you add, the more coherent and authoritative 1022 01:01:57,360 --> 01:02:00,000 everything that follows comes comes from that. 1023 01:02:02,079 --> 01:02:05,679 And the infrastructure, the backbone of this, and if we if 1024 01:02:05,679 --> 01:02:10,480 we go back to um if we go back to there, we're looking at this. 1025 01:02:10,639 --> 01:02:15,519 Um it's a little bit, it's a little bit smaller. 1026 01:02:15,679 --> 01:02:17,440 Let me just put that on on there. 1027 01:02:17,840 --> 01:02:22,719 Um, you can see that we've got this uh we've got the 1028 01:02:22,719 --> 01:02:26,000 infrastructure infrastructure at the top here, which includes um 1029 01:02:26,079 --> 01:02:27,679 what we've got what we've got here. 1030 01:02:27,760 --> 01:02:31,039 If I can just click on that, and you can see at the bottom the 1031 01:02:31,039 --> 01:02:36,239 infrastructure, we've got Joomla, training, notion, and 1032 01:02:36,239 --> 01:02:39,039 our integration with our different scripts. 1033 01:02:41,280 --> 01:02:48,480 So we've got 60, I think it's between 60 and 70 Python scripts 1034 01:02:48,480 --> 01:02:49,280 altogether. 1035 01:02:49,440 --> 01:02:55,440 Um, uh, the automation sequences, the um the content 1036 01:02:55,760 --> 01:02:58,880 pipelines that keep the whole system off running without an 1037 01:02:58,880 --> 01:03:01,199 army of people to operate it. 1038 01:03:01,920 --> 01:03:05,039 And the crucial point really is the headcount comparison. 1039 01:03:05,199 --> 01:03:07,840 I mean, for a conventional uh G go-to-market model, you're 1040 01:03:07,840 --> 01:03:11,360 looking at a hundred-person um B2B technology company, it's 1041 01:03:11,360 --> 01:03:17,519 gonna have eight, nine, ten, twelve people working in it, 28 1042 01:03:17,679 --> 01:03:22,000 plus tools, three grand, three to four grand per employee in 1043 01:03:22,000 --> 01:03:26,239 licence fees, costs, agency fees, production costs, and that 1044 01:03:26,239 --> 01:03:28,559 kind of um that CMO replacement process. 1045 01:03:28,639 --> 01:03:33,519 So you're looking like half a million a year, I mean probably 1046 01:03:34,639 --> 01:03:38,800 once you start looking at entire go-to-market teams, sales and 1047 01:03:38,800 --> 01:03:41,280 customer success and marketing. 1048 01:03:42,400 --> 01:03:47,199 But the OS can be operated by a handful of people, you know, a 1049 01:03:47,199 --> 01:03:50,480 couple of people on production, a couple of people on marketing 1050 01:03:50,480 --> 01:03:51,360 engagement. 1051 01:03:52,719 --> 01:03:56,960 The exposure works identical, I mean, regardless of company 1052 01:03:56,960 --> 01:03:57,440 size. 1053 01:03:57,679 --> 01:04:01,599 It's just the studio budget and the banner spend that scales 1054 01:04:01,599 --> 01:04:02,320 with the revenue. 1055 01:04:02,639 --> 01:04:03,360 That's it. 1056 01:04:03,519 --> 01:04:08,239 But the infrastructure costs fixed, it's it's fixed, and it's 1057 01:04:08,239 --> 01:04:11,360 not subject to an annual price increase from 17 different SaaS 1058 01:04:11,519 --> 01:04:17,039 vendors, and this is not a theoretical saving. 1059 01:04:17,840 --> 01:04:22,960 This is the the structural argument that every B2B CEO, 1060 01:04:23,119 --> 01:04:28,480 whether it's 25 or 250 or or 2,500 people, need to hear. 1061 01:04:29,679 --> 01:04:33,679 This is really serious, and you kind of look at this. 1062 01:04:33,840 --> 01:04:36,800 Why is the timing never been better? 1063 01:04:37,840 --> 01:04:42,960 Every go-to-market methodology that exists today was designed 1064 01:04:42,960 --> 01:04:44,960 before the current AI era. 1065 01:04:45,760 --> 01:04:46,320 Yeah? 1066 01:04:46,559 --> 01:04:47,840 Does that make sense? 1067 01:04:50,400 --> 01:04:53,440 All of those are being retrofitted for AI, so is it 1068 01:04:53,519 --> 01:04:59,199 whether it's spin selling, challenger sale, Medic, ABM, 1069 01:04:59,280 --> 01:05:00,079 Demand Gen. 1070 01:05:01,119 --> 01:05:04,960 All of them predate the AI infrastructure layer and are 1071 01:05:04,960 --> 01:05:08,400 being, you could say, awkwardly adapted to include it. 1072 01:05:10,400 --> 01:05:16,159 So BB2B selling was architected alongside AI, yeah, the 1073 01:05:16,159 --> 01:05:19,760 intelligence layer, the content generation pipeline, the 1074 01:05:19,760 --> 01:05:24,159 RAG-enabled knowledge base, the daily article production. 1075 01:05:24,320 --> 01:05:28,079 These are not features added to a legacy model, they are the 1076 01:05:28,079 --> 01:05:29,119 operating model. 1077 01:05:29,519 --> 01:05:33,039 And this matters for two reasons that compound each other. 1078 01:05:33,360 --> 01:05:34,960 The first is REACH. 1079 01:05:35,760 --> 01:05:39,280 AI assisted content generation structured for search and RAG 1080 01:05:39,440 --> 01:05:43,920 retrieval, means a four person BB2B team produces content at 1081 01:05:43,920 --> 01:05:48,480 the volume and consistency that previously required 10 people 1082 01:05:48,480 --> 01:05:50,000 just in one department. 1083 01:05:50,400 --> 01:05:53,679 The exposure work scales without the headcount. 1084 01:05:53,920 --> 01:05:56,960 And second is deliverability. 1085 01:05:58,719 --> 01:05:59,760 B2B buyers. 1086 01:06:00,159 --> 01:06:04,800 In 2026, are increasingly using AI assistance to research 1087 01:06:04,800 --> 01:06:07,119 vendors before they even visit a website. 1088 01:06:07,360 --> 01:06:12,480 Yeah, perplexity, ChatGPT search, Google AI overviews. 1089 01:06:12,719 --> 01:06:17,760 They all draw on indexed, structured, opinionated content 1090 01:06:17,760 --> 01:06:20,239 from verifiable expert sources. 1091 01:06:20,960 --> 01:06:26,159 Generic Martec content written by to written to templates by 1092 01:06:26,159 --> 01:06:29,840 rotating agencies has got no author, no point of view, no 1093 01:06:29,840 --> 01:06:31,440 depth of expertise. 1094 01:06:32,480 --> 01:06:36,800 And so it won't survive in the AI research layer. 1095 01:06:38,800 --> 01:06:44,880 But content built on years or decades of B2B sales experience, 1096 01:06:45,920 --> 01:06:50,480 grounded in live operational data written with a specific and 1097 01:06:50,480 --> 01:06:54,079 defensible point of view, structured for rag retrieval, is 1098 01:06:54,079 --> 01:06:55,360 what gets cited. 1099 01:06:56,800 --> 01:06:58,639 That's what gets found. 1100 01:06:59,599 --> 01:07:02,559 And that's what builds your reputation. 1101 01:07:04,000 --> 01:07:08,000 That makes a buyer, in one, two, three years into their anonymous 1102 01:07:08,000 --> 01:07:11,599 evaluation, decide that you are the company that they want to 1103 01:07:11,599 --> 01:07:12,400 speak to. 1104 01:07:15,280 --> 01:07:16,960 You have to think about this. 1105 01:07:17,280 --> 01:07:19,920 The window to establish this position is open. 1106 01:07:22,320 --> 01:07:26,320 The B2B companies that claim the authoritative voice in their 1107 01:07:26,320 --> 01:07:31,280 category through consistent expert AI native content in the 1108 01:07:31,280 --> 01:07:34,800 next, I don't know, 12 to 18 months will hold that position 1109 01:07:34,800 --> 01:07:35,840 for a decade. 1110 01:07:38,400 --> 01:07:40,960 There's your Rogers technology curve. 1111 01:07:41,440 --> 01:07:44,960 Companies that continue retrofitting their broken 1112 01:07:44,960 --> 01:07:49,360 Martech stacks will watch their discoverability erode even 1113 01:07:49,360 --> 01:07:50,159 further. 1114 01:07:53,760 --> 01:07:55,920 So really you've got two choices. 1115 01:08:19,600 --> 01:08:23,199 Continue funding BDR teams to make cold calls. 1116 01:08:30,479 --> 01:08:33,520 Of which 90% of BCP prospects refuse to fill in. 1117 01:08:52,319 --> 01:08:57,600 Stop doing B2C marketing in a B2B world. 1118 01:08:58,960 --> 01:09:02,560 Stop buying the argument that one more platform, one more 1119 01:09:02,560 --> 01:09:06,399 integration, one more campaign will fix a structural problem 1120 01:09:07,039 --> 01:09:10,159 that no amount of tooling can ever address. 1121 01:09:11,760 --> 01:09:16,560 And relearn how B2B buyers actually behave. 1122 01:09:17,119 --> 01:09:18,319 Understand the model. 1123 01:09:56,479 --> 01:09:59,840 Not because you need a course to understand that cold calling 1124 01:09:59,840 --> 01:10:01,520 doesn't work, you already know that. 1125 01:10:03,199 --> 01:10:06,720 It begins with the course because the 20 modules that make 1126 01:10:06,720 --> 01:10:11,439 up the BB2B selling retraining program, they don't teach about 1127 01:10:11,439 --> 01:10:16,479 tactics, they dismantle the assumptions one by one with 1128 01:10:16,640 --> 01:10:21,760 evidence that have been costing your business pipeline, 1129 01:10:21,920 --> 01:10:25,199 headcount, and margin for the past decade. 1130 01:10:25,920 --> 01:10:30,399 And they replace those structured assumptions with a 1131 01:10:30,399 --> 01:10:36,079 structured, sequenced, executable methodology grounded 1132 01:10:36,079 --> 01:10:39,199 in how your buyers have always behaved. 1133 01:10:41,279 --> 01:10:45,199 The operating system comes later, further down the line. 1134 01:11:24,239 --> 01:11:26,079 Half my advertising spend is wasted. 1135 01:11:26,159 --> 01:11:27,840 I just don't know which half. 1136 01:12:03,840 --> 01:12:07,680 So BB2B selling is the alternative. 1137 01:12:10,079 --> 01:12:13,920 It's documented in 20 modules, 170 lessons, and a structured 1138 01:12:13,920 --> 01:12:18,079 knowledge base that's the equivalent in depth to a shelf 1139 01:12:18,079 --> 01:12:23,680 of 28 specialist business texts built from the same sources of a 1140 01:12:23,680 --> 01:12:26,800 B2B company that's already already has articles and 1141 01:12:26,800 --> 01:12:29,760 transcripts and recordings and PDFs and this accumulated 1142 01:12:29,760 --> 01:12:30,479 expertise. 1143 01:12:30,720 --> 01:12:34,880 And what we have now is all queryable by AI from day one. 1144 01:12:36,960 --> 01:12:40,239 The data is in this, is in that is in the system, our system. 1145 01:12:42,399 --> 01:12:43,920 The door's open. 1146 01:12:45,199 --> 01:12:47,279 But no one's going to knock on your door. 1147 01:12:49,840 --> 01:12:53,199 And I think you know that that's the most the most important 1148 01:12:53,199 --> 01:13:00,640 thing about this is that the important thing about the 1149 01:13:00,640 --> 01:13:04,000 relationship between where we stand now and the course and the 1150 01:13:04,000 --> 01:13:05,119 operating system. 1151 01:13:21,039 --> 01:13:24,720 And the manifesto makes this point in its final section: you 1152 01:13:24,720 --> 01:13:27,760 can't install a new operating system on a machine still 1153 01:13:27,760 --> 01:13:29,119 running the old one. 1154 01:13:30,079 --> 01:13:33,520 So if your team completes the course and changes how they 1155 01:13:33,520 --> 01:13:38,560 think about GTM, why buyers behave the way they do, what 1156 01:13:38,880 --> 01:13:44,319 constant exposure actually means, how to build an audience 1157 01:13:44,319 --> 01:13:49,840 that self-selects, then the OS makes complete sense. 1158 01:13:50,399 --> 01:13:55,119 Every module of the course is mirrored in a capability of the 1159 01:13:55,119 --> 01:13:55,760 platform. 1160 01:13:56,720 --> 01:14:00,720 So REACH is the constant exposure section, live is the is 1161 01:14:00,720 --> 01:14:04,000 live streaming, broadcasting infrastructure, SX Connect is 1162 01:14:04,000 --> 01:14:07,520 the pipeline activation layer, SXOps is the telemetry and 1163 01:14:07,520 --> 01:14:10,479 measurement function, and Hub is the RAG-enabled intelligence 1164 01:14:10,479 --> 01:14:12,239 layer we discussed earlier. 1165 01:14:13,760 --> 01:14:14,800 Talked about. 1166 01:14:43,760 --> 01:14:46,239 We're not quite decided how we're going to do it, but we're 1167 01:14:46,239 --> 01:14:48,079 building a new site, a new website. 1168 01:14:48,319 --> 01:14:49,279 In Framer. 1169 01:14:50,000 --> 01:14:53,199 Now Framer has an MCP, so we're going to be connecting our 1170 01:14:54,399 --> 01:14:55,840 connecting us to them. 1171 01:14:57,199 --> 01:15:00,479 And the point of it is not just going to be cosmetic, because 1172 01:15:00,479 --> 01:15:02,800 it's going to be built, it's going to be a live demonstration 1173 01:15:02,800 --> 01:15:05,760 of the sales exchange operating system in operation. 1174 01:15:06,000 --> 01:15:08,960 So every element of the site be connected to the infrastructure 1175 01:15:08,960 --> 01:15:10,000 that we've described today. 1176 01:15:10,159 --> 01:15:13,439 So when it launches, you'll be able to see exactly what a BB2B 1177 01:15:13,439 --> 01:15:16,479 company looks like when it's running its own system rather 1178 01:15:16,479 --> 01:15:19,760 than a connect a collection of disconnected tools. 1179 01:15:20,079 --> 01:15:22,319 So that's what's coming up shortly, and I'll walk you 1180 01:15:22,319 --> 01:15:23,840 through that on the on the show. 1181 01:15:26,399 --> 01:15:28,159 We've got some additions underway. 1182 01:15:43,279 --> 01:15:47,199 But structured as a course module that you take your team 1183 01:15:47,199 --> 01:15:47,920 through. 1184 01:15:48,399 --> 01:15:50,560 And then of course there's the data how we're going to look at 1185 01:15:50,720 --> 01:15:56,640 look at and see how that data evolves in terms of content 1186 01:15:56,640 --> 01:15:59,760 performance and email analytics and LinkedIn Reach. 1187 01:15:59,920 --> 01:16:02,000 That's all sitting in BigQuery at the moment. 1188 01:16:02,239 --> 01:16:06,479 And so we just want to let it run and just wait and see what 1189 01:16:06,479 --> 01:16:08,079 it tells us in real time. 1190 01:16:08,399 --> 01:16:10,239 And that's what makes it exciting. 1191 01:16:14,479 --> 01:16:15,279 What surprises us. 1192 01:16:15,359 --> 01:16:16,640 I mean, we don't know. 1193 01:16:17,279 --> 01:16:20,479 And that analysis is going to make for some very, very 1194 01:16:20,479 --> 01:16:21,279 interesting episodes. 1195 01:16:21,359 --> 01:16:23,359 So I'm I'm definitely looking forward to that. 1196 01:16:23,600 --> 01:16:24,479 So there's plenty to come. 1197 01:16:24,560 --> 01:16:25,680 So join me next time. 1198 01:16:26,319 --> 01:16:29,039 Next, next one, I'm going to take you through the course step 1199 01:16:29,039 --> 01:16:29,920 by step. 1200 01:16:30,800 --> 01:16:33,520 And I hope you found this show useful. 1201 01:16:33,760 --> 01:16:37,439 The manifesto is going to be made to look pretty. 1202 01:16:37,840 --> 01:16:40,479 Not changing the text, but top and tail. 1203 01:16:40,560 --> 01:16:43,119 It puts some images on there and a front cover and so on. 1204 01:16:43,760 --> 01:16:48,000 Send it to a CEO that you know who's already privately 1205 01:16:48,000 --> 01:16:51,760 wondering why on earth is our GTM not working? 1206 01:16:52,960 --> 01:16:54,399 I'm Nigel, mate. 1207 01:16:54,800 --> 01:16:56,399 Thanks for watching. 1208 01:16:56,800 --> 01:16:58,399 And I'll see you next time. 1209 01:16:58,640 --> 01:16:59,359 Have a great day. 1210 01:16:59,520 --> 01:17:00,319 Bye for now. 1211 01:17:00,720 --> 01:17:02,880 SPEAKER_00: You have been listening to the GTM Reset 1212 01:17:02,880 --> 01:17:06,560 Podcast, the audio edition of the Sales Exchange live show. 1213 01:17:06,880 --> 01:17:09,520 If this episode reflects what you are seeing in your own 1214 01:17:09,520 --> 01:17:13,039 business, the next step is to explore the model properly. 1215 01:17:13,199 --> 01:17:16,960 Use the links in the description to watch the full video version, 1216 01:17:17,199 --> 01:17:20,800 work through the foundational documents, and request a private 1217 01:17:20,800 --> 01:17:24,239 strategy call if you want to see how this would apply in some of 1218 01:17:24,239 --> 01:17:25,279 your organization. 1219 01:17:26,159 --> 01:17:27,199 Thanks for listening.