A decade of guiding companies has shown me that teams who fail to effectively implement their CRM always start at the wrong step. Here's how you should manage your CRM project instead.
My generation navigated 9/11, a financial crisis and a housing market that shut us out — and we still did our inner work. That depth is our edge with AI.
Business discovery is shifting toward "agent-to-agent" marketing, where AI agents evaluate a company's trust signals, documentation, integrations and credibility before human buyers ever see the shortlist.
Customers are making more decisions in places metrics can’t fully reach. The result is a growing disconnect between what you can track immediately and what actually shapes buyer confidence.
The companies that survive misunderstood industries aren’t the ones that move fastest. They’re the ones that reduce confusion, build trust early and create standards before they’re forced to.