by Paul Mosenson | Mar 28, 2026 | B2B
Most companies assume growth problems come down to lead volume. It’s the easiest conclusion to reach. If sales are slow or inconsistent, the natural response is to ask for more leads, increase spend, or try a new channel. That thinking is understandable—but it’s... 
by Paul Mosenson | Mar 28, 2026 | B2B
Ask a leadership team about their go-to-market strategy and you’ll usually hear about campaigns, channels, or tools. Paid search, LinkedIn ads, email outreach, maybe a new CRM. Those are execution elements. They are not a go-to-market strategy. A real go-to-market... 
by Paul Mosenson | Mar 28, 2026 | B2B
There’s a lot of discussion around intent data, but most of it stays at a surface level. It sounds useful, but it often gets treated as just another data point rather than something that should shape how a company operates. At its core, intent data is simple. It’s... 
by Paul Mosenson | Mar 28, 2026 | B2C
Many consumer-focused businesses don’t think in terms of leads. They think in terms of traffic, transactions, or store visits. Someone clicks, someone walks in, someone buys—or doesn’t. That’s the model. That approach works for low-consideration purchases. It breaks...