Margaret Lawrence Rosas

Feeling inspired and recommitted after last week's GTM Partners Seattle roadshow. Much like reading your favorite book or watching your favorite movie, every time you play it back, you catch something new in the content. Some of my favorites nuggets I'll take with me into this week: "When you are unfocused, you pay an optionality tax" - Bryan Brown when discussing how focus will set you free in your GTM strategy. Whether it's your external offer to the market or your internal priorities, determine where your business can grow the most and skate there with speed and clarity. "Train AI to speak like your superhuman seasoned sellers" - Angela Frackowiak dropping unreal levels of knowledge and insight into how she, Branislava Jelicic and their team at Armis are using Regie.ai to scale the operational complexity of their inbound and outbound motions. "If you ask department questions, you get department answers" - the silo'd problem-solving across the GTM teams has to stop. Elevate your cruising altitude by using frameworks that don't pit functions against each other, but rather seek to draw out cross-functional solutions (I took a great framework pic at the event for anyone who wants it). H/T Outreach for letting us drink in your beautiful office view all morning

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I just got early access to "The Seismic CMO" by Christa Richards! If you're looking to master AI in your marketing strategies, this book is a must-read. Available for free for the next 24 hours! Get your copy here: https://lnkd.in/ebABtCEx #TheSeismicCMO #AIinMarketing #B2Bmarketing #TechMarketing #FreeBook

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🪂 Dropping a new resource we’ve been working: 📶 Signal guides But first, a little story… It all started with a spreadsheet. A few months ago, we shared a simple Gsheet of 💯 GTM signals. (sheet here: https://lnkd.in/gABzNVym) That resource went “viral” (well, for B2B content that is). ⦾ It’s been shared across many newsletters. ⦾ It’s be reposted and shared by SMEs. ⦾ It’s been downloaded 1000s of times. ⦾ And, whenever I jump into the sheet, there always seems to be a handful of anonymous animals poking around in there. BUT For as much value as this asset offers, it still leaves a lot to be desired. ⦾ What signal(s) should we start with? ⦾ What signals should we prioritize? ⦾ How do we capture that signals we’re blind to? ⦾ How should my team go about taking action? ⦾ What should we say in our outbound messages? +++ So today I’m thrilled to share the next phase of our 100 GTM signals sheet: 🧭 Go-to-market signal guides — https://lnkd.in/gRpqA2FV *What is it?* We’ve started with 10 guides that expand on the signals from the original spreadsheet. In each, you’ll find: ⦾ Meta data context like signal strength, type, and relevant GTM motion ⦾ Brief description of why the signal matters and where it originates ⦾ Questions to ask that will inform your outbound approach ⦾ Step-by-step playbooks to run plays via Common Room ⦾ Templates to copy/paste into your outbound tool *What’s next?* We’ll be rolling out guides for the rest of the 90 signals over the next few months. We also plan to make them even better with videos and more playbooks. These will all be ungated, but you can always subscribe to get notified when the next new guide is available ;) === HT Eric Wendt & Josh Lind for taking a simple concept and running with it :)

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Each LLM application requires a unique evaluation approach. This means, that evaluating a customer support chatbot differs from evaluating a Q&A chatbot. Metrics like "Answer Relevancy" and "Answer Completeness" often fall short because they focus on the accuracy of individual responses rather than the overall conversation. It's important to assess the conversation's coherence at every message exchange. This ensures that each reply aligns logically with the previous messages, allowing the AI to maintain context and relevance throughout the entire interaction.

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Be sure to register for this upcoming webinar with my colleague Grant Spradlin for a deep dive into the state of enterprise LLM adoption and why enterprise teams are leveraging multiple LLMs and inference providers.

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Want to learn more about the role of the business user in low-code. Watch this fun episode of Low down on Low-code!

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GTM and RevOps are being redefined in 2024! And we are right at the heart of it with our Person-level / Buyer-level Website visitor identity product. There has been a lot of chatter on LinkedIn lately about Clay. So last week, we set up a Clay table, and populated it with warm leads directly off the website, captured using SiteStop (by Kwanzoo). We connected the table to our OpenAI account, and with a few prompts had personalized emails for each target prospect. And all this for less than a penny per email! We are also experimenting with Instantly.ai for getting personalized emails out at scale to 1000s of prospects daily.  This week has been super interesting conversations with prospects who are SMB as well as Mid-Market. Lots of positive feedback on our JumpStart pricing for SMBs, where it’s ZERO platform fee, ZERO monthly subscription fee, and every $ paid goes towards a WARM LEAD off the Customer’s website. Mid-Market Customers have been super excited about our latest release with support for lead capture control at an individual website page level, tagging of leads by high value page or ICP, advanced lead filters (by the lead’s account revenue, industry, size, relevance of the lead’s title keywords). We also now report on the traffic source of every lead! Many Customers wonder what might be the contribution of these website warm leads to the overall lead volume they need to drive off their website for the Sales team. What % of ALL leads might they expect over say 12 months, relative to say form fills (request-a-demo, contact-us), or content downloads on their site? We cover this and more in our 22+ LinkedIn “INSTA” style videos (each less than 2 minutes). The videos range from GTM concepts, to how Person-Level ID really works, and how to use this data alongside ABM and Visitor ID tools that provide Account-level or Company-level insights. A few recent videos are also Customer Stories! Some cool stats and metrics there for your review… How about this? 37% of all Deals closed (New Business, Expansion, Cross-Sell) at one  Mid-Market Customer over the past 12 months had one or more “Warm Leads'' delivered to the SDR team using Kwanzoo’s unique Person-level Visitor ID tech, prior to the creation of an Opportunity (that later closed) at that account! BTW, this Customer uses us alongside Demandbase. See first comment for link to all of our LinkedIn INSTA-style videos. We have lots of Customer Enablement content on the product, and how-to videos on best practices around setting up the product with proper guardrails for effective demand gen. See second comment for link to our YouTube channel. (And there is a lot more coming there over the next couple of weeks!) Have questions? Let’s chat! #b2b #marketing #sales #gotomarket #usa #BuyerLevelID #PersonLevelID #VisitorID #WebsiteVisitorID #abm #demandgen #salesdevelopment #insidesales #sdr

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So many of my CEOs calls ask for me (#ProductMgmt) to boost productivity in Maker teams (aka Engineering/Development/R&D). Ship more stuff, faster. Hit more roadmap dates. Get more for less... But Product can't wring more code out of makers team(developers + designers + CloudOps + test engineering + tech docs) and doesn't own the development process. Instead, we can get more customer value out of the same effort... building the right things and pushing for healthy product economics. Fuller thought https://lnkd.in/gfKE3c9 #marketThinking #leadership #organizations #HowDoWeAddValue

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The sweet spot for research is something that is shocking in magnitude but not at all shocking in direction. Something that leaves your jaw open, but opened it when you were nodding along. Over the last two months, my team (shoutout Arjun Sangwan & Christian J. Ward ) and I have combed through data for over half a million businesses to help answer the question, "How much does a business benefit from being found in more places?" What we found hit the research sweet spot - shocking in magnitude, not in direction. We discovered that regardless of size, region, or industry there seems to be a beautiful pattern between brands that put their information in more places and their respective success on Google. Not only did they see 17% of website search traffic coming from non-Google sources, but those that synched data to over 75% of these publishers saw Google website traffic 186% higher than businesses synched to under 50%. Simultaneously obvious and shocking. Check out the whole study here: http://yex.tt/49PivOC

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👉 Attention Pacific-Northwest founders ✅ Are you building in B2B SaaS/AI? ✅ Have you raised less than $250K? ✅ Had one-too-many VCs tell you you’re too early? I’d love to chat. The Pacific Northwest is home to two of the magnificent seven, the birthplace of some awesome companies (Slack, Outreach, Remitly, Redfin, Auth0 to name a few) and a magnet for great AI/technical talent. Forum Ventures, will be doubling down in this awesome ecosystem and writing more checks into B2B SaaS/AI founders for $100K+ admission to our pre-seed accelerator. Our pre-seed program is highly personalized - not your generic startup school. Here’s what you can expect: 🤝 Hands on GTM and Sales support to get you to $200k+ ARR 🌎 A community of B2B founders who have raised $1B+ in follow-on funding 🚀 An awesome Managing Director who will work alongside your team as a fractional senior operator / co-founder. They’re all former founders and have lived 0-1. 💸 No-bs investors who will help quarter back your seed round and show up through the good and the bad. 👋🏻 PNW founder? Pitch us here: https://hubs.ly/Q02tdP_r0 🙏 Not a founder? Please share with your network or tag a founder below ⬇️ cc Simon Chou Dominic Lau Richard Kerby Casey Van Maanen Ryan Holmes Adarsh Pallian Paul Irving Scott Barker Sara Lindquist John Eng Sarah Studer Jacob Laes Marius Ciocirlan Chris DeVore Brendan Wales Sheila Gulati Jen Haller Kirby Winfield Andy Liu Matt Wang Sanford W Spivey Amy Sallin Erik Benson Annie Luchsinger Lauren Glatter Bryan Hale Brian Glaister Kristopher Alford Jeffrey Manner Julian (Jay) Rhind Connor Edwards Daniel Baraghoush Kaylee Lieffers (Astle)

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The grind and hustle is on the dance card. The pandemic was supposed to have changed the nature of work. And it has for many as work-life balance and mental health now the focus. But for others, the AI boom and the growing number of startups in the space have hustle culture making a comeback. Been there, done that. Many of us who have been around the block in Silicon Valley, let alone the tech industry have likely been through the grinder of long hours, subjected to the beck and call of bosses, missed obligations with family and friends, and perhaps even catching zzz's in the office back in the heat of startup fever back in the day. For all the glamour that comes with stock options, going public and making it rich, that potential payoff requires an all-in commitment. In post-pandemic times, that all changed as hustle culture took a back seat and supposedly was relegated to Asian countries that practice 996 culture (9:00 am to 9:00 pm, 6 days per week). Living to work is back in vogue. Hustle culture is quickly experiencing a Renaissance as early-stage AI startups are staffed with 20-somethings who make their companies their whole lives. What's strikingly different this time is that some of these companies encourage napping during the day and even provide nap pods because, well, you're expected to burn the midnight oil regularly and frequently. Commitment doesn't always equal success. Seasoned entrepreneurs and startup veterans will tell you that the countless hours toiling away in unconventional workspaces, fueled by dreams and late-night snacks don't guarantee success. The failure rate for new startups is roughly 90%. AI startups, like legions of the past, face a similar challenge: many will fail to generate enough revenue or sales traction to survive let alone break in their artisan coffee making machine. Startup life and the current AI boom is as exciting and exhilarating as it gets if this is the path you choose. But it's all too easy to get swept up in the hustle. As many will tell you, striking a work-life balance is crucial. While dedication is important, one can't underestimate the importance of setting boundaries between work and personal time https://lnkd.in/g8hSp6at #startups #siliconvalley #artificialintelligence #hustleculture #culture #mentalhealth #work

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🌶 SPICY PREDICTION: Signal-based partner engagement will be one of the 🔥 hottest trends in partnerships. Tier-based partner management systems are static and focus on account performance. Don't get me wrong, I’m not saying they're ineffective (I don’t want to open that can of worms right now). BUT partnership management is falling behind other go-to-market functions that prioritize individuals over accounts. Don't we always talk about people & relationships when we talk partnerships? Does it really matter if the person sending you referrals works at a tier 1 or tier 3 partner? That person needs to be actively engaged, appreciated, and supported—and we need to find more like them. In sales, signal-led outbound strategies leverage data such as job changes or activity on the pricing page. So, what about partnerships? You’d be surprised by how much data you have sitting unused in your tools. Here are a few examples that our customers use to build engagement workflows: 🛎 Website visits 🛎 Portal logins 🛎 Tool logins 🛎 Certifications 🛎 Individual lead submissions 🛎 Overlap account ownership (time to use that Crossbeam & Reveal data more effectively!) Now, combine those with company-level data or signals, and empower your partner team to engage people based on these signals—or the lack thereof—and you're off to the races. What do I mean by 'the lack thereof'? Well, for instance, Salesforce tracks things like the last activity date. If someone who was very active hasn't shown any activity for over six months, it’s time to talk. Don't lose them - get back in touch, get them back on track! Here’s how we use signals for Superglue engagement workflows: 1️⃣ We use data to alert partner managers when someone should be engaged. 2️⃣ We propose an engagement workflow that they can easily customize and trigger. Stop relying on your gut feeling or intuition when it comes to prioritizing partners. USE THE DATA. Leverage signals!

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if you know, you know apparently according to zuck, sam i am that's all that i sam (alt)man & others, well adam d'angelo knows knows if you know what i mean. https://lnkd.in/e9J8XBvu what i am is what i am you what you are or what, adam d'angelo friends with zuck from high school days. front row seat on the firing/re-hiring of sam i am that's all that i am sam (alt)man as a board member of OpenAI. hmmm i wonder if he was the one that snitched on the behind the scenes to sam (alt)man and then remained unscathed. plausible. also very much in line with the snitch-tech he's been developing since high school. hmmm. i wonder out loud, wtf. Quora & Poe appear to be simply hobbies. it's kinda like when you have a rich person and they toss $ to their lover so that they can (run) a business. yeah. adam is the rich person. quora and poe are simply his lovers going on doing what they do. getting paid. laying the foundations. of whatev's. 2023 the $ came in big time into the system. OpenAI super far ahead still no matter what the media has to say. 2024 is the year a new class of innovators will appear hacking sv, vcs, rivals, globally. hmmmm. strap in folks. https://lnkd.in/eM67YYmx ;) source: https://lnkd.in/eRxwkTzj < . >

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The toggle tax. Two-tool-itis. Tab hopping. We’ve heard a lot of creative names for the chaos that GTM teams often deal with when trying to find, enrich, and action on important data and signals. But today, the chaos ends. We’ve set out to solve these problems for go-to-market teams with a platform that equips reps with the best data and workflows so they can focus on being strategic sellers — without navigating a million browser tabs. This launch is all about making Pocus a complete platform to tackle the most important GTM workflows. What does that actually mean in terms of our product? We’re talkin’: - Waterfall Enrichment: Access data from 14+ providers out-of-the-box in Pocus  - AI Prospector: Take the guesswork out of prospecting. Get AI recommendations for the best path into accounts.   - Playbook builder: Build any type of playbook powered by signals in Pocus.   - Templates: Don’t struggle with a blank slate, start with tested and proven playbook templates. I’m so psyched about this launch that I wrote a whole blog post with even more in-depth info on our newest releases. Give it a read at the link below.

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If you’ve ever felt the pressure to “launch” before the product is ready, you appreciate this post from Coda. They just announced Coda Brain, the second step in their new partnership with Snowflake. What I like about this blog post is that it clearly communicates the “vision” for their new product - not necessarily that these are the exact features. Overall it’s a well-executed pre-launch that I suspect will get a lot of waitlist signups. If you find this example helpful, check out hundreds more awesome PMM examples at PMM Files! Link below 👇 #productmarketing

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Does quality and originality matter again? I'm attempting to replace all of the Google searches with interactions with some flavor of AI. Lately, I've been using Gemini a lot. And this past weekend I was doing some research for an upcoming backpacking trip. Specifically around permitting, bear canister rules, and route finding. And during one of my exchanges I was given some great information with a citation that directed me to some tiny little ugly website made by some random enthusiast that contained GREAT information. I loved it!!! This is the type of website that would typically be on page 50 of Google's search results. This person clearly wasn't an SEO specialist. Or a web designer. They didn't have an ads' budget. And the content itself was probably years old. But what they had was original, quality data from first-hand experience that could be used to generate a quality AI answer. And this is the content that has been drowned out, for years, in a flood of engagement focused content that tends to very light on substantive information. As an aside, it wasn't always this way. Anything you found on the early Internet was authored by someone who cared deeply about the topic. It was too hard to post it and there was seldom a great reward for posting it. Which meant people cared about the content they were creating. But as "friction" has been removed and incentives added (engagement, revenue) -- now we get a flood of content that is low-quality and unoriginal. And this content actively pollutes the AI models. It needs to be actively filtered to avoid lobotomizing the AI. Because trusted AI answers requires trusted data. Quality and originality might matter again. Maybe... Or maybe not... I don't know. 🤷‍♂️

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👀 Did you know? 75% of industry leaders cite poor collaboration between commercial and product teams, leading to disjointed customer experiences. Now, there's a gamechanger. As Tom Shoemaker details in his latest blog post, Propel Software introduced a breakthrough capability in our Winter '23 Release that links item revisions directly to customer assets. This is a leap forward in how manufacturing companies can operate, offering: ✔️ Direct improvements in product quality & customer satisfaction. ✔️ Efficient recall & compliance management. ✔️ Enhanced after-sales service & support. ✔️ Acceleration in innovation. ✔️ Operational efficiency & cost reduction. This capability transforms discrete manufacturing, ensuring product enhancements align with customer needs and driving innovation with real-world feedback. Read all about it here: https://lnkd.in/gFh4_z8N

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This week's episode of Unsolicited Feedback features Ben Kus, CTO of Box. We dive into contrasting recent announcements from OpenAI and Google I/O, and explore how Ben is thinking about AI at Box. On Thursday, we’re getting technical with Ben, understanding how he evaluates foundational models and turns unstructured content into meaningful insights. 🌐 Multimodal AI: The Next Frontier is Here Ben emphasizes the significance of multimodality in AI, where models like GPT-4o can handle text, images, and more. This evolution enables AI to understand and interact with users in diverse ways, mirroring human perception. 🔍 Live Demos: The Charm of Imperfection We appreciate the authentic live demos from OpenAI, particularly in a market with so much (valid) skepticism around overpromising and underdelivering. The charm lies in witnessing real-time interactions, even with minor glitches, which builds trust and showcases the technology's real capabilities. If you’re product is good, 10/10 recommend. 🤖 AI in Everyday Tools: Integrate, Don’t Isolate Unlike OpenAI’s focus on driving novel use-cases, Google's strategy of embedding AI into their vast suite of products is all about AI-enhanced user experiences. Unless you have something groundbreaking, it’s probably time to take a page out of Google’s book. When Mobile and Cloud first launched, there was a period where everyone talked about their Mobile App for X or Cloud for Y, but now, we talk about products and assume companies will use Mobile Apps and Cloud Storage where applicable to execute the desired function. The same will happen with AI. 💡 Innovation Through Collaboration: Building Platforms for Enterprise Businesses At Box, the focus is on creating an internal AI platform that adheres to all of the safety and security requirements held by their enterprise clients. Once this tech-suite is approved, the platform allows different teams to innovate without needing to understand every detail of the underlying AI technology. This unlocks teams to run fast and innovate, knowing anything the build in the environment meets the safety bar of their client roster. 🔐 Ensuring Trust and Control in AI Adoption For enterprise customers, trust and control are paramount. We covered how Box is addressing Trust, but Box addresses the need for control by granting full permissions over AI features to their customers, allowing them to enable and test new functionalities before broad deployment. This approach mitigates risks and aligns with the needs of enterprise clients. Were you blown away or let down by the GPT-4o release? Let us know below and check out the full episode in the comments.

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So you wanna have a good feedback loop... 😅 I'm diving alllll the way down into the weeds on this one. We're talking about feedback on drafts, rough cuts, slide decks, etc. Basically, feedback on the work. General attributes of good feedback: - Clear and decisive - Timely - Actionable How to avoid pitfalls when it comes to giving feedback on assets: 🔗 Be specific about your URLs and sources: Often, multiple people are working on the same asset. A freelance writer collaborating with a Product Marketer or Demand-Gen marketer doesn't know which landing page to link to or which reference to cite if the PMM/DG leaves a generic comment. And example using my own work... how many of you would know which URL to include if I tell you to, "cite the trust barometer report" or "link to playground article"? 🌌 Name your screenshots: Unless you're in the product daily, no one actually knows what you're referring to when you mention a screenshot. Seriously, think about these statements for LinkedIn, "include publish post screenshot", "include feed screenshot", "include profile screenshot". Umm... like... the arrow hovering over the "publish" button? Or... how much of the feed, any particular content in the feed...? And... just the banner image or profile picture or the experience section or...? 📋 Depth of feedback: my rant is not all about the reviewers! When you hand off an asset, tell the reviewer what you want them to review! Are you just looking for overall accuracy of key statements? Do you need a nitty gritty copyedit? Is this the rough cut that you can nitpick, or is this the final cut where you can only call out legal/security/compliance grenades? Is this the 10th person to see this asset, and really, you're just trying to be nice, because *someone* said they should see it before it goes out into the world? 📍Think about the full journey: Where does the audience go next? Where, exactly, will this asset be distributed? Can it be included in net-new AND existing journeys? Including a CTA, cross-linking opportunities, etc. is helpful (see the first point about being specific) to ensure there's no dead ends. I get it. We're all busy. We all know OUR context. We all want the best for OUR audience. But oof. We gotta give better feedback to our counterparts. I've seen this in multiple roles and teams throughout my career, and I fall into the trap of just hustling to add my two cents when I should really take the time to add 5 cents. #MarketingStrategy #ContentStrategy #SocialMedia

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