B2B revenue models are built around stages, metrics, and conversion rates. This approach is well established, so the measures that underpin it should, in theory, work well. Yet only 10 to 15 percent of MQLs ever convert into real sales opportunities. At the same time, 73 percent of B2B purchases now involve three or more departments and often more than 20 stakeholders. Buyers also tend to form their shortlist very early, with most decisions influenced on day one. In fact, 95

The Hidden Edge Club has announced The Wedding, an event examining one of the most discussed and frequently misunderstood relationships in modern B2B organisations: the alignment between sales and marketing. While executive confidence in this relationship remains high, with many C‑suite leaders reporting strong alignment between their commercial teams, buyer experience data continues to tell a different story. A significant proportion of customers still encounter inconsistenc

Cost to Catalyst brought senior leaders together for a timely executive roundtable examining the role of cyber security in enabling, rather than constraining, AI ambition. The discussion surfaced several powerful observations, including the view that AI ambition is ultimately limited by the maturity of an organisation’s cyber security environment. Leaders also reflected on the growing complexity faced by larger enterprises, and the simple but critical truth that without trust

Recently in Copenhagen, we brought together a carefully selected group of senior leaders for another AI Engine Room session, continuing the series of closed door conversations focused on practical progress rather than theory. The discussion was deliberately grounded. Rather than focusing on emerging tools or future possibilities, leaders examined the realities of delivery. Conversations centred on execution friction, data limitations, operating model constraints, and the incr

As part of the ongoing AI Engine Room series, a recent session in Frankfurt provided another valuable opportunity to move beyond AI hype and focus on what it truly takes to deliver measurable business value. Bringing together senior executives from across technology and people leadership, the discussion centred on the widening gap between AI ambition and execution. What made this session particularly impactful was the openness in the room. Leaders spoke candidly about the rea

Not one of the top 20 most requested holiday dates falls during the summer period. A finding that challenged long held assumptions and sparked a lively and engaged discussion around how the season is perceived in professional and executive settings. Conventional wisdom often suggests that summer should be avoided for events, marketing activity, and senior level engagement. The data, however, told a very different story. Rather than being off limits, summer presents an opportu

Looking back on a recent dinner discussion chaired with senior technology and people leaders, one theme stood out clearly. AI adoption is not being limited by code or capability, but by organisational culture. Once pilot programmes are complete, many organisations encounter the same challenges. Leaders are forced to confront complex questions around reskilling versus rehiring, how to build outcome led business cases, and where ownership sits when AI reshapes roles, teams, and

Reflecting on a standout Boardroom Club gathering, our Casino Royale evening at City Social offered a distinctive lens on decision making at the executive level. The relationship between poker and business strategy sparked thoughtful discussion, revealing how leaders navigate uncertainty, balance probability, and make judgement calls when outcomes are never guaranteed. The evening encouraged guests to step outside conventional frameworks and consider decision making as a skil

Looking back on one of our most memorable experiences at Seraph Science, our annual boat day aboard the beautiful Lilibet continues to stand out as a meaningful example of executive engagement beyond the traditional workplace. Designed to bring our leadership team together in a relaxed yet purposeful setting, the day created time and space for genuine connection, open discussion, and strategic reflection. Experiences like this play an important role in strengthening engagemen

Despite the headwinds currently, CEOs remain optimistic about the future thanks to their faith in digital transformation But is this faith justified? According to Bain & Company, 88%% of digital transformation projects fail to meet their intended outcomes. Which begs the question, how can we connect the dots and increase the likelihood of success? Tech Talks, the tech exec series by Change Makers met at City Social to try to unhook one of the many obstacles – balancing short

“Fail to invest, fail to grow” Marketing budgets have dropped a further 15% year-on-year in 2024, down from a pre-pandemic high of 11% to...

“What does a title mean today?” C-Suite ‘bloat’ is in the news at the moment. We’re not talking waistlines though – we’re talking about...

“When is too much, too much?” There are now more than 11,000 technology products available to Marketers [CMSWIRE 2024]. With such an...

“No act of kindness, no matter how small, is ever wasted” 10 years ago, I started Seraph Science . I took this photo from my desk in the...

As companies seek to rebuild their pipeline, it’s unsurprising that virtual events are proving to be very popular. Not only have client...

In recent weeks a number of large-scale, high profile Tech events have been cancelled or postponed. This has sent a shockwave through...