Three GTM Observations for 2026
In this week’s edition of the Crossroads, I cover three important insights that are critical to executive and revenue leaders in 2026:
Communicating value is now more important than capturing attention.
There’s never been a better time to make software changes.
Generational preference shifts are real.
In the full article, published on Substack, I discuss both value and customer preference, and how they will be critical for sales and marketing teams to understand and act upon.
The rise of AI and challenges to traditional B2B go-to-market practices mean that some teams will need to completely rethink their processes for selling and delivering customer service.
In both cases, emphasizing how they will deliver value consistently will make them more likely to win in competitive situations.
I also discuss how challenges to SaaS offer opportunities for buyers to adjust their tech stacks to create better outcomes in this value-centered works.
Finally, I write about how shifts to a Millennial and Gen Z-heavy workforce (and buying population) should inspire CEOs to have more conversations with their customers. What you assumed about their preferences even ten years ago is likely to be very different today.
Click here to read the full article.