B2B New Business Operating System Live Show: Series 4

For twenty years, businesses have been sold the same story: buy this platform, stitch it to that platform, and your go-to-market problems disappear. They haven't. In this episode, Nigel Maine argues that the one thing that has always mattered, and still matters more than any tool in the stack, is v…

B2B has followed the same route for thirty years, and the numbers prove it hasn't worked: 20% of businesses fail in year one, 50% by year three, and 91.6% within a decade. More than 30,000 marketing SaaS platforms exist, and half of them are built for marketing alone — yet the failure rate hasn't m…

Every B2B business is running the same playbook — the same marketing automation, the same pay-per-click, the same SDR outreach — and getting the same disappointing average revenue per head to show for it. This episode sets out why that happens and what changes when you replace the manual content fu…

Episode 12 of the GTM Reset Live Show Series is the infrastructure episode. Nigel Maine walks through the complete RAG installation built on salesXchange's full body of work: 1.67 million words across 708 documents, structured into 4,590 retrieval chunks and deployed on Google Cloud's Vertex AI Vec…

Episode 11 of the GTM Reset Live Show makes the operational case for replacing fragmented go-to-market infrastructure with a broadcast-driven commercial system. Nigel Maine opens with a detailed breakdown of what a typical B2B commercial stack actually costs — tools, headcount, agency relationships…

Episode 10 of the GTM Reset addresses the foundational problem in B2B go-to-market: most companies are invisible to 95% of their total addressable market, and the tools and tactics they have been given to fix that were never designed for B2B in the first place. Nigel Maine opens with the Andreesse…

For nearly twenty years the B2B sales model has been built on capture-the-lead, score-the-lead, chase-the-lead. Every CEO already suspects it has stopped working. The buyer never changed. The system did. In Show #09, Nigel Maine sets out why B2B companies do not have a pipeline problem. They have…

ARR per FTE is the single metric that tells you whether your B2B revenue model is built or broken. In Show #08, Nigel Maine sets out why annual recurring revenue cannot be earned by daily activity, why B2B buyers behave like car buyers, why social-media repetition for B2B is a learning mechanism no…

A live show recording from the GTM Reset series. In this episode, Nigel Maine sets out why campaign-led B2B go-to-market is structurally broken and walks through three years of operational data showing what continuous infrastructure produces in the same market. The episode covers the fictional buy…

What This Episode Covers This session dismantles one of the most accepted ideas in B2B marketing: that gated content drives demand. It does not. It interrupts it. If your growth relies on forms, lead capture, and SDR follow-up, this episode challenges the entire model. 0:00 - Welcome And What’s…

Most B2B companies are still trying to generate revenue using a model that no longer fits how senior buyers behave. They chase activity, count pipeline stages, and invest in more Martech, while the real commercial problem sits somewhere else entirely: visibility, repeated exposure, trust, and the a…

10,000 Prospects and 2 SDRs – The Maths Doesn’t Work Many B2B companies have a Total Addressable Market of thousands of organisations, yet their entire pipeline strategy relies on a small number of SDRs making cold calls. But when you actually run the numbers, the mathematics collapses. In this…