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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 percent of the...

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 inconsistency across the...

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, AI cannot...