In this episode of Truth, Lies & B2B Growth, I sat down with Craig Taylor to unpack why SaaS has been forced to modernise GTM faster, and what B2B service firms selling complex deals can steal, adapt and apply right now.
We discussed the fact that we are back at “square zero” as AI reshapes how buyers discover, evaluate and make decisions. Self-serve expectations keep rising, even when the sale is complex and multi-stakeholder. That creates a new standard for speed, clarity, and proof long before a sales conversation.
The practical takeaway is not “do more content.” It is to build a measurable GTM system. We explore why you need instrumentation and a clear data model across the full Bow-Tie, from first engagement through to impact, renewal, expansion and advocacy. Once you can see how buyers and customers move, you can run focused experiments, double down on what works, and retire what does not.
We also look through a useful lens from a private equity conversation: the need for a “Chief Figure It Out Officer.” In other words, drop the arrogance, stay curious, and design the new playbook faster than competitors.
Highlights:
Why SaaS is ahead on modern GTM, and what is transferable to B2B complex sales
“Square zero” and how AI is changing discovery and decisioning
Self-serve in complex sales, what it really means in practice
The Bowtie model, and why post-sale is now a growth engine
Instrumentation and a GTM data model so experiments are measurable
How to run smarter tests, double down, and kill what is not working
Where authority now comes from, including third-party proof
“Generosity” that converts, using diagnostics, frameworks, and models
Advocacy loops that turn customers into pipeline
What to copy from SaaS, and what to ignore in complex B2B services
Enjoy!
XOXO,
-db
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