I am an excellent operator in the middle of a market-collapse.
01 · Your buyer
PromotedRestructuredReplacedLaid offGone
Your buyer is not a company. It is a person three weeks from a redundancy round - and every GTM playbook still assumes they are safe.
Sara Storm. SVP EMEA, N.Rich. Twenty-two years carrying revenue numbers across EMEA.
02 · The arithmetic
90%
chance at least one member of a ten-person buying committee is gone before you close
Derived from a 10.1-month average cycle (6sense, n≈4,000) against 24% annual sales and marketing turnover (Pave, n=396,000+).
2.5x
how much better new executives convert in their first ninety days than after a year
UserGems Buying Signals Benchmark, 4.2M target accounts, 2.28M opportunities.
4.1 yrs
average CMO tenure, the shortest of any C-suite role
Spencer Stuart CMO Tenure Study, S&P 500, January 2026.
03 · what I actually do
I carry a revenue number across EMEA. That is the day job, and it is the reason the work below is worth reading: I am inside live cycles every week, watching committees change shape while the forecast stays still.
The B2B playbook was built for a buyer whose seat was safe. That buyer no longer exists. The answer is not better multithreading - it is presence before the seat turns and speed once it does.
So I publish what I can measure, with the definitions and the limitations attached, and I speak about it when a programme wants the argument rather than the anecdote.
most recent research
Why your CRM cannot see the thing that killed the deal
Across 1,111 closed-lost deals, 76.5% carry a reason that hides the cause: Unassigned, Not the Right Time, Ghosted, No show. "Champion fired or moved" was used zero times.
Read the method04 · on stage and on camera
Short clips, taken from live sessions.
The growing risk in buying committees
What happens to a deal when the seat turns mid-cycle.
Getting approval for gifting
How the internal case actually gets made.
Uber Eats vouchers close the deal
Small mechanics, measurable effect on pipeline.
