MotiveGTM’s perspectives
Here is what we think is shaping the future of marketing, GTM and growth, and the impact our work has had for clients.
Articles
Google Ads is hitting its targets. Why isn't revenue moving?
A campaign can beat its cost per lead target every month and still add nothing to revenue, because the platform optimizes for the conversion it is told about. The fix starts in the CRM.
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The curious case of ChatGPT ads. What advertisers say and what the data shows.
OpenAI and its partners report fast growth and some strong early results, while advertisers in public threads describe high costs and few conversions. Both pictures come from early, partial evidence.
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Enterprise SEO or traditional SEO: which fits a B2B tech company?
Most guides draw the line at page count. For a B2B technology company the line sits at how many teams must agree before a fix ships, and that decides which habits you need.
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AEO or GEO? Why people mix them up and where they differ.
The two terms are used as if they were one, and for much of the work they are. They part ways on what the engine does with your page, and that changes what you write.
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Which sales motion fits what you sell?
Price decides how much selling you can afford, and most go-to-market problems turn out to be a motion that costs more than the deal can carry.
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What is the real state of email marketing going into 2027?
The channel did not die. The business model around it did, and the agencies still quoting millions of sends a month are describing a machine the inbox providers switched off in 2024.
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AI SDR or human SDR? What the results show.
AI is better at finding demand and a person is better at creating it. The results from Gartner, Forrester and the vendors themselves point to a split by buyer intent.
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How do you hire the right GTM engineer?
Most GTM engineer interviews test tools. The ones that work test judgment, because the stack changes every year while the judgment behind it is what you are really buying.
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Hire a GTM engineer, go fractional, or use an agency?
Each option buys something different, and the right one depends less on budget than on whether your motion repeats and who will own the system once it exists.
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Which buying signals should you act on in 2027?
By the time a buyer looks ready to buy, the decision is largely made. The signals that deserve a response are the quiet ones that fire while the shortlist is still forming.
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Why does AI outbound fail, and when does it work?
The common explanation is bad data. The more useful explanation is that AI is usually pointed at the wrong problem: creating demand rather than finding it.
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What is GTM engineering, and why didn’t it exist five years ago?
The title barely existed before 2023. The work behind it is older than that, and it has a name now mainly because three costs quietly collapsed, with AI hype playing a smaller part.
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How do you set up SPF, DKIM and DMARC for outbound email?
A configuration guide to authentication records, complaint monitoring and one-click unsubscribe, written for the person who has to set them up.
Case studies
Here is how we have helped B2B teams decide where to focus and then built the system to act on it.
They said their cold email was broken. We fixed their discoverability
An IT consulting company believed its cold emailing system was broken, and its marketing team was celebrating out-of-office replies as engagement. The targeting held up under audit, and the missing piece was that nobody on the list knew the company.
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Building an ABM program to grow revenue per customer
A boutique IT consultancy had slow growth from new business and an untapped base of existing clients. We scored the accounts that mattered most and built the outreach system around those scores.
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Videos
We share fresh perspectives on sales, marketing and GTM in short videos.
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