Think ABM

Happy Easter! Wishing you a season filled with peace, joy, and beautiful weather 🥚🐰

Most sales problems are decision problems (not pipeline problems) Teams keep asking: “How do we generate more pipeline?” Wrong question. Because a lot of pipeline already exists. It just doesn’t convert. Why? Because buying decisions are hard. Not logically. But organizationally. too many stakeholders, unclear priorities, fear of making the wrong call So deals stall. Not because you lack features. But because the buyer lacks clarity. The best sales teams understand this. They don’t just sell products. They - simplify decisions Pipeline doesn’t convert because buyers hesitate. Not because sellers don’t try hard enough. Effort doesn’t close deals. Clarity does.

There’s a growing belief: “If AI gets better, decisions get easier.” That’s not how it plays out. Better predictions don’t remove uncertainty. They reframe it. Because: models improve but environments keep changing So you’re still dealing with: incomplete information Just at a higher resolution. In fact, AI often creates a new problem: overconfidence Teams start believing: “the model said this will close” Instead of asking: “what could still go wrong?” The best teams treat AI outputs as: inputs, not answers. Signals, not decisions Probabilities, not guarantees And most importantly: they combine AI with human judgment loops Because buying behaviour is still messy. Still emotional. Still political. AI doesn’t eliminate that. It just helps you navigate it better. If you think AI will make GTM predictable, you’re setting yourself up for bad decisions. If you use it to understand complexity faster, that’s where the edge is.

Eid Al-Fitr Mubarak 🌙 We wish all those celebrating a time of joy, reflection, and togetherness with family and friends.

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Cold outreach didn’t die overnight. It slowly stopped working. Open rates dropped. Replies disappeared. Buyers tuned out. The problem wasn’t outreach itself. The problem was how we were doing it. In the latest newsletter of The Modern Marketer, Shiksha Tripathi explains why the traditional outreach playbook collapsed-and how modern teams are shifting toward intent signals, psychographics, and timing. If you're rethinking your outreach strategy, this issue is a must-read.

Third-party intent data has been one of the most useful signals in modern GTM. It helped teams spot accounts researching a category long before they ever filled a form. But the environment around those signals is evolving. Privacy regulations, consent requirements, and changes in browser tracking have reduced how much cross-site behavior can actually be observed. Even where cookies still exist, signal coverage is more fragmented than it used to be. Which means something important for GTM teams: - Intent data is no longer a complete picture. - It’s a directional signal. Today, most platforms combine multiple sources - publisher networks, review sites, and behavioral models - to estimate account interest. That estimation is useful. But it still needs validation. The strongest GTM teams treat intent signals as early indicators, not triggers. They look for confirmation through: • first-party engagement • buying-group activity • sales conversations • sustained research patterns Because in complex B2B buying, real demand rarely appears as a single spike. It shows up as a pattern across people, channels, and time. Intent might tell you where to look. But clarity comes from connecting the signals together.

Innovators want something new right now. Experience Seekers want something they’ll remember forever. Are you sending the same message to both? This is why most ABM programs underperform - they treat every buyer persona like a clone. Take these two: 👩🚀 Innovator Early adopter mindset Loves cutting-edge features Motivated by competitive advantage Prefers speed > consensus 🧾 Experience Seeker Risk-averse but values brand reputation Needs social proof + trusted case studies Motivated by memorable outcomes, not features Prefers peer validation > speed If you send the same ad, same email, same SDR pitch - you’ll win one, lose the other. Here’s what we did for a SaaS client: ✅ Split Innovators vs Experience Seekers in InsightsIQ™ ✅ Ran different messaging plays: - Innovators got “Here’s what’s new, here’s how it helps you move faster.” - Experience Seekers got “Here’s proof from your peers, here’s the ROI you can expect.” Result? 📈 CTR up 39% 📈 Conversion rate up 44% 📉 Cost per SQL dropped by 22% Personas aren’t just demographics. Psychographics change the story - and the outcome. If you had to bet your next campaign on one persona, which one is most common in your pipeline right now?

Design Over Hype: Building The Agentic AI Supply Chain In supply chain optimization, the decision space is too large for GenAI alone. GenAI is a revolutionary technology. But its stochastic nature puts it in conflict with the deterministic requirements of supply chain models. Yet, it yields enormous value when combined with Mathematical Optimization and Reinforcement Learning within a reliable framework. In this white paper, written in collaboration with Principal Data Scientist Alan McCord, Coupa outlines a grounded, scalable approach to AI in supply chain design and planning. You’ll learn: Why GenAI can’t handle high-complexity supply chain decisions on its own How Coupa’s patent-pending hallucination mitigation addresses GenAI’s math limitations How Coupa Navi™ uses AI agents to deliver accurate and explainable results How Coupa blends AI and domain expertise to empower decision-makers at every level If you’re evaluating AI tools or building your AI strategy, this paper is your roadmap to separating hype from hope – and unlocking real value through intelligent, and intelligible automation. Click the link below and download your copy now and arm yourself with the tools for success! https://lnkd.in/dhvZ-qaR