Dipl.-Ing. Lars Behrendt

Granny&Smith

We're not just participating in the innovation landscape—we're reshaping it. When market leaders need to ensure their next breakthrough succeeds, they know where to turn.

Our INNOWEEK® methodology has become the benchmark that global industry leaders trust when failure isn't an option.

Where traditional innovation remains unpredictable, we've engineered certainty. Our integrated teams of strategists, designers, and technologists consistently deliver what others consider impossible: guaranteed innovation outcomes in weeks. This is why DAX and Fortune 500 companies choose us as their innovation partner.

Mission Innovation: Inspiring people to be innovative in order to shape the world of tomorrow – that’s my mission.

Keynote Speaker

"Get Real Innovation" is about how to build a truly innovative company and why it's so incredibly hard.

Innovation is the main driver of business success today. What do the most innovative companies like Google, Amazon, Tesla and many startups have in common? What methods do they use? How can you be successful, too? And what, in practice, has proven to be a mistake?

Using real, short, concise & practical examples based on more than 15 years of practical experience in innovation development, Lars helps his readers discuss these questions and find answers.

Bestselling Author

Greenrock

Venture Partner

Family Office

OAB AG

Member of The Supervisory Board

INSTARIDE

INSTARIDE - Synchronizing mobility demands with the help of AI.
The revolutionary social driving startup - still in stealth mode.

Investor

HOW IT STARTED

https://open.spotify.com/show/3A3eHbXPN8A8t8Ga9dK3pE?si=kMT5StTGTrqAQOUO3qQH6g

Podcaster

Stiftungshaus Oldenburg

Board Member

Innovation Authority

Advisory Board Member

//CEO@GRANNY&SMITH, DE-RISKING INNOLAB FOR THE MOST INNOVATIVE COMPANIES

//THE DAY EVERYTHING CHANGED

It happened during a corporate innovation workshop years ago. As I watched yet another brilliant idea suffocate under the weight of process, I saw the spark fade from the team's eyes. In that moment, I made a promise to myself that would reshape my entire career.

THE PATTERN I COULDN'T UNSEE

Across boardrooms and brainstorming sessions, I witnessed the same story unfold. Brilliant minds with transformative visions hitting the same invisible wall. Their ideas deserved better.

THE UNEXPECTED DISCOVERY

What began as frustration evolved into curiosity. Could innovation success actually be engineered rather than hoped for? I devoted myself to finding out.

Years of experimentation led to an approach so counterintuitive yet effective that it changed everything. By building innovations like a portfolio of startups, we turned the notorious 90% failure rate completely upside down.

WHAT HAPPENED NEXT

A prominent German corporation took a chance on this method when traditional approaches had failed them repeatedly. Within weeks, we accomplished what they hadn't achieved in years. Word spread quickly.

Today, seven of Germany's nine most innovative companies have become our partners. From global enterprises to nimble startups, leaders come when they need certainty, not just possibility.

BEYOND THE METHOD

After over 15 years and countless successful market launches, I still feel that same rush when I see an innovation finally connect with its audience. There's simply nothing like watching something powerful emerge from what was once just an idea on a whiteboard.

My engineering background gave me the tools, but it was immersing myself in the human elements of innovation that revealed the true path forward. When leaders invite me to guide their most important initiatives, they're not just getting a process – they're gaining a partner who's navigated this terrain countless times before.

I only commit to journeys I truly believe in, because I've learned that extraordinary innovation requires both methodology and genuine connection to purpose.

MORE INFORMATION:
◾ For enterprises, entrepreneurs and investors -> https://www.grannyandsmith.com/ 
◾ For event organizers & bookings -> https://www.grannyandsmith.com/larsbehrendt

We are here to help you develop, test, and grow new business ideas in a few weeks instead of months. We specialize in innovation development, constantly keeping up with the latest trends, methods, and ways of working.

We have been developing innovation for our customers for more than 15 years now. Our teams, consisting of designers, engineers, software developers, and business model experts, have tried a lot and gained much experience. Today we know what works and what does not - so you don't have to make all those experiences again.

Our INNOWEEK® method is the result of more than 15 years of continuous development and project experience with well-known DAX groups and Fortune 500 companies and helps you to develop, test, and grow new business ideas in a few weeks instead of months.

Moshe Pesach

Demand Generation Advisor

StepUp Media Group

Co-founder and CEO of a leading Full-Stack B2B Go-To-Market Agency. 

StepUp helps B2B Tech and Industry leaders systemize their revenue growth:

→ We helped Quasar generate +$42MM from inbound channels
→ We helped Monogoto 3X their pipeline in 3 months
→ We helped Elsight 4X their qualified leads in 4 months

We use a unique Go-To-Market Strategy Framework that has been tested on the best companies in the world and accelerates their growth.

Co-Founder and CEO

Forwrd.ai

GTM Advisor

BetterSoftware.dev

Monogoto

groundcover

Niio Art

Cider Security (acquired by Palo Alto Networks)

I've helped their growth leadership revamp the GTM strategy and execution plan. 
→ Clarify their Ideal Customer Profile (ICP)
→ Sharpen their messaging and value proposition
→ Building a sharp GTM plan

WalkMe™

We collaborated with the entire demand generation team to redesign their Go-To-Market strategy to increase lead-to-meeting conversion rates. 
It was a blast!

Go-To-Market Advisor

Shamaym

Our Building

Co-Founder

A B2B GTM and Growth Advisor who helps B2B leaders build an unstoppable growth machine | 3X Your LinkedIn Sales Conversations | Check our "LinkedIn Growth Machine" program in the link below.

In today's busy world, it's no surprise that getting leads to show up for sales meetings has become harder than ever. 
Even if you have the best product and solution for your target market, and have the funding to accelerate growth but can’t figure out how to: 

* Generate high-intent sales leads
* Generate demand and brand awareness in your market
* Turn your marketing efforts into sales pipelines

… then you’ll never be able to hit your sales targets and scale your revenue growth. 

Do you know how successful B2B tech companies overcome this challenge?

They move from “Lead Generation” tactics to Demand Generation methods.

However, there’s a catch…

Demand generation is complex. 

No one teaches how to actually do it or outlines a clear strategy or a framework. Except for some really cool podcasts and thought leaders that talk about parts of their demand generation success, it's very hard to find someone who can actually help you.

With the right demand generation operation, tech companies can increase marketing contribution to revenue, reduce speed to close and customer acquisition cost, and become an essential part of company growth.  

I’m more than convinced that our demand generation strategy, operation framework, practical playbooks, and super talented and experienced team, can help you Step Up your marketing game. 

I can also share with you that companies like WalkMe, Syngenta, Okta, Monogoto and others have adopted our demand generation strategy to impact their revenue. 

How do we do it?

We are solving the 3 main frictions in B2B marketing:
1. Bad Messaging - B2B buyers hate generalization. They want personalized content and offers that can solve their specific pains. We help find the right messages, content strategies, and offers to engage and increase conversions. 
2. Bad Funnels - B2B sales cycles are long and complex. We help create the ideal buyer's journeys with enough touchpoints that make the buyer understand why you are their best solution. 
3.  Bad Execution: We have proven playbooks, templates, and frameworks that are executed by some of the most experienced and talented marketers in Israel.

This makes me convinced we can help you, and because I appreciate your valuable time, I’ll make you this promise:

If you think our strategy and framework are not good enough for you and your company - I’LL GLADLY PAY YOU $100 for your time wasted! 

And we'll still be friends. What say you?

Talk soon,  
Moshe.

The Leading Demand Generation Agency in Israel

StepUp help B2B Tech and Industry leaders to systemize their revenue growth. We help our clients fill up their pipeline with qualified prospects and win deals faster by optimizing their customers’ buying experience. We use a unique Demand Generation Framework that has been used and tested on the best companies in the world to sharpen our customers' Go-To-Market strategy and accelerate their growth. 
Ambitious companies who raised funds and need a scaled and accelerated growth machine, come to us to push boundaries and step up their growth operations.


2026 prediction: Every company will create 10x more content with AI and get 10x less attention - the marketers who win won't be the ones creating more.

Your CEO will say it in Q1 2026:

"AI creates content in seconds. Why do we need a big marketing budget?"

And every company will do the same thing:
10x more blog posts, videos, ads, LinkedIn content.

𝐓𝐡𝐞 𝐫𝐞𝐬𝐮𝐥𝐭:
10x more noise.
10x less attention.

𝐇𝐞𝐫𝐞'𝐬 𝐭𝐡𝐞 𝐩𝐚𝐫𝐚𝐝𝐨𝐱:
Tools got cheaper.
Breaking through got exponentially harder.

When everyone has AI creating content, nobody stands out.

𝐋𝐨𝐨𝐤 𝐚𝐭 𝐃𝐮𝐨𝐥𝐢𝐧𝐠𝐨 𝐢𝐧 2025:

They could flood channels with AI-generated language learning content.

Instead, they did something unexpected:

Killed off their mascot Duo and announced his death on social media.

Created elaborate funeral content with Dua Lipa mourning.

Got other brands like Hootsuite and Buffalo Wild Wings to participate.

Bought only 5 seconds of Super Bowl airtime (not 30) and synced it with a push notification.

𝐓𝐡𝐞 𝐫𝐞𝐬𝐮𝐥𝐭:
- 53% brand awareness 
(24 points above nearest competitor).
- Consideration up from 38% to 44%.
- Cost: Fraction of traditional Super Bowl ads.
- Generated millions in earned media.

While competitors created more AI content, Duolingo created unexpected experiences.

𝐓𝐡𝐞 2026 𝐫𝐞𝐚𝐥𝐢𝐭𝐲:
Your CEO sees AI as cost-cutting.
Doesn't understand attention is the scarcest resource.

More content ≠ More attention
More channels ≠ More engagement  
More AI ≠ More customers

𝐓𝐡𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬 𝐰𝐡𝐨 𝐰𝐢𝐧 𝐢𝐧 2026:
Won't create 10x more content.
Will create 10x more unexpected experiences.

𝐘𝐨𝐮𝐫 𝐮𝐧𝐞𝐱𝐩𝐞𝐜𝐭𝐞𝐝 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤:

1. 𝐅𝐢𝐧𝐝 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲 𝐩𝐫𝐞𝐝𝐢𝐜𝐭𝐚𝐛𝐢𝐥𝐢𝐭𝐲
Everyone launches the same way.
Everyone does support the same way.
Everyone creates content the same way.

2. 𝐃𝐨 𝐭𝐡𝐞 𝐨𝐩𝐩𝐨𝐬𝐢𝐭𝐞 𝐚𝐭 𝐨𝐧𝐞 𝐭𝐨𝐮𝐜𝐡𝐩𝐨𝐢𝐧𝐭
Duolingo "killed" their mascot instead of celebrating him.
What could you do that makes people stop scrolling?

3. 𝐆𝐨 𝐝𝐞𝐞𝐩𝐞𝐫 𝐰𝐢𝐭𝐡 𝐲𝐨𝐮𝐫 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞
Duolingo knew their audience loved memes about Duo being "threatening."
What does YOUR audience joke about?

4. 𝐂𝐫𝐞𝐚𝐭𝐞 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞𝐬 𝐰𝐨𝐫𝐭𝐡 𝐬𝐡𝐚𝐫𝐢𝐧𝐠
Duolingo made it so unexpected that brands and fans participated.
What would make YOUR customers create content about you?


𝐈𝐧 2026:
Every company will have AI creating content.
Few will create experiences worth talking about.

Content is getting cheaper.
Attention is getting scarcer.
Unexpected experiences are the only breakthrough left.


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❤️ 𝐈𝐟 𝐲𝐨𝐮 𝐬𝐮𝐩𝐩𝐨𝐫𝐭 𝐭𝐡𝐢𝐬. 
♻️ 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐧𝐞𝐭𝐰𝐨𝐫𝐤. 

🔔 Follow me for more helpful and entertaining videos to improve your go-to-market approach.

🤟

4x Founder | GTM Advisor to Global B2Bs | Builder of Scalable Growth Systems | Dedicated Father of 3

Every marketer I know can point to their "best performing" campaign, but the ones building sustainable businesses stopped thinking in campaigns and started thinking in motion.

[Watch This Spinning Masterpiece]

That artist isn't rushing.

Each stroke - intentional.
Each layer - building.
Motion - creating magic.

Most marketers?
They paint and pray.
Rush for results.
Wonder why nothing sticks.

𝐓𝐡𝐞 𝐡𝐚𝐫𝐝 𝐭𝐫𝐮𝐭𝐡:
One win won't create growth.
Only motion builds momentum!

𝐓𝐡𝐢𝐧𝐤 𝐚𝐛𝐨𝐮𝐭 𝐢𝐭:
→ One post won't matter
→ One campaign won't last
→ One win won't scale

But momentum?
That changes everything.

𝐇𝐨𝐰 𝐭𝐨 𝐜𝐫𝐞𝐚𝐭𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐦𝐨𝐭𝐢𝐨𝐧:

1️⃣ 𝐁𝐮𝐢𝐥𝐝 𝐭𝐡𝐞 𝐄𝐧𝐠𝐢𝐧𝐞
- Content systems
- Regular cadence
- Clear processes

2️⃣ 𝐌𝐚𝐢𝐧𝐭𝐚𝐢𝐧 𝐭𝐡𝐞 𝐌𝐨𝐭𝐢𝐨𝐧
- Consistent messaging
- Steady presence
- Regular engagement

3️⃣ 𝐀𝐦𝐩𝐥𝐢𝐟𝐲 𝐭𝐡𝐞 𝐌𝐨𝐦𝐞𝐧𝐭𝐮𝐦
- Build on wins
- Scale what works
- Deepen impact

Look at HubSpot:
Didn't chase quick wins.
Built content systems.
Created momentum.

Now?
Unstoppable.

𝐓𝐡𝐞 𝐬𝐭𝐚𝐠𝐞𝐬 𝐨𝐟 𝐦𝐨𝐦𝐞𝐧𝐭𝐮𝐦:
Month 1: Setting rhythm
Month 3: Building recognition
Month 6: Creating gravity
Year 1: Market leadership

Your first steps:
- Pick one channel
- Set clear rhythm
- Stay consistent
- Trust the process

Agree?
[Leave a comment below]


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❤️ 𝐈𝐟 𝐲𝐨𝐮 𝐬𝐮𝐩𝐩𝐨𝐫𝐭 𝐭𝐡𝐢𝐬.
♻️ 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐧𝐞𝐭𝐰𝐨𝐫𝐤.

🔔 Follow me for more helpful and entertaining videos to improve your go-to-market approach.

🤟

While your competitors bore buyers with the same professional pitch, the companies winning deals are putting on a show buyers can't stop talking about.

[See examples below]

Watch these musicians breaking the rules:
Four classical musicians.
Playing pianos upside down.
Violins behind backs.
Creating unforgettable memories.

This is exactly what winning B2B companies do.

𝐓𝐡𝐞 𝐫𝐞𝐚𝐥𝐢𝐭𝐲:

In crowded markets, having a good product isn't enough.

Your breakthrough won't come from what you offer.
It comes from how you deliver it.

𝐋𝐨𝐨𝐤 𝐚𝐭 𝐍𝐨𝐭𝐢𝐨𝐧:

They could've been another productivity tool.
Professional. Corporate. Forgettable.

𝐈𝐧𝐬𝐭𝐞𝐚𝐝, 𝐭𝐡𝐞𝐲 𝐜𝐫𝐞𝐚𝐭𝐞𝐝 𝐚 𝐬𝐡𝐨𝐰:

Built a community of 400+ "Notion Pros" - passionate ambassadors who create templates, tutorials, and content.

Made their workspace feel like a blank canvas where users build their own operating systems.

Let customers share their unique Notion setups publicly - turning users into performers.

Created cartoon-style branding with personality when everyone else was sterile and corporate.

𝐓𝐡𝐞 𝐫𝐞𝐬𝐮𝐥𝐭:

$10B valuation.
Viral word-of-mouth.
Users evangelize without being asked.

𝐋𝐢𝐤𝐞 𝐭𝐡𝐨𝐬𝐞 𝐮𝐩𝐬𝐢𝐝𝐞-𝐝𝐨𝐰𝐧 𝐦𝐮𝐬𝐢𝐜𝐢𝐚𝐧𝐬:

Everyone else plays classical music traditionally.
They play it unforgettably.

𝐘𝐨𝐮𝐫 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐢𝐨𝐧 𝐦𝐞𝐭𝐡𝐨𝐝:

1. 𝐅𝐢𝐧𝐝 𝐭𝐡𝐞 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲 𝐛𝐨𝐫𝐞𝐝𝐨𝐦:
Where are customers tired of the same delivery?

Notion found it: Productivity tools felt cold and corporate.
Loom found it: Everything required scheduling a meeting.

2. 𝐂𝐫𝐞𝐚𝐭𝐞 𝐭𝐡𝐞 𝐮𝐧𝐞𝐱𝐩𝐞𝐜𝐭𝐞𝐝 𝐬𝐡𝐨𝐰:

Notion: Made software feel like a creative expression.
Loom: Made video messages feel human and async.

𝐘𝐨𝐮𝐫 𝐚𝐮𝐝𝐢𝐭:
Are you delivering like everyone else?
Would customers tell stories about your delivery?
Is your experience memorable or forgettable?

𝐓𝐡𝐢𝐬 𝐰𝐞𝐞𝐤:
Look at your last customer interaction.

Did you deliver like a professional?
Or did you create a show they'll remember?

𝐓𝐡𝐞 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐲:
Your competitors are playing it safe.
Professional. Polished. Forgettable.

Your chance is to break the rules.
Create delivery so remarkable they can't stop talking about it.

Like those musicians playing upside down.

Your opportunity isn't a better product.
It's a show they'll never forget.


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❤️ 𝐈𝐟 𝐲𝐨𝐮 𝐬𝐮𝐩𝐩𝐨𝐫𝐭 𝐭𝐡𝐢𝐬. 
♻️ 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐧𝐞𝐭𝐰𝐨𝐫𝐤. 

🔔 Follow me for more helpful and entertaining videos to improve your go-to-market approach.

🤟

I've watched companies burn millions copying strategies that were never going to work for them.

[Watch this copycat lesson]

𝐇𝐞𝐫𝐞'𝐬 𝐰𝐡𝐚𝐭 𝐡𝐚𝐩𝐩𝐞𝐧𝐞𝐝 𝐥𝐚𝐬𝐭 𝐲𝐞𝐚𝐫:

𝐂𝐨𝐦𝐩𝐚𝐧𝐲 𝐀:
Mid-size manufacturing company.
Saw their competitor killing it on LinkedIn with daily CEO posts.
Thought: "We should do that too."

Hired agency.
Created content calendar.
CEO started posting daily.

Six months later:
- $45K spent on content
- 200 followers gained
- Zero pipeline generated
- CEO exhausted and stopped

𝐖𝐡𝐲 𝐢𝐭 𝐟𝐚𝐢𝐥𝐞𝐝:
Their competitor's CEO was naturally charismatic on camera.
Their CEO hated being on camera.

They copied the tactic.
Ignored the personality fit.

𝐂𝐨𝐦𝐩𝐚𝐧𝐲 𝐁:
Same industry. Same challenge.

Saw the competitor's LinkedIn success.
Didn't copy it.

Instead asked: "What's OUR unfair advantage?"

Answer: Their 30-year veteran engineer loved teaching.

𝐖𝐡𝐚𝐭 𝐭𝐡𝐞𝐲 𝐝𝐢𝐝:
Created technical deep-dive content.
Engineer explained complex problems simply.
Shared decades of manufacturing wisdom.

No dancing CEO.
No forced personality.
Just their actual strength.

𝐒𝐢𝐱 𝐦𝐨𝐧𝐭𝐡𝐬 𝐥𝐚𝐭𝐞𝐫:
- $8K spent on simple video setup
- 2,400 followers (actual buyers)
- $840K pipeline generated
- Engineer energized and creating more

𝐓𝐡𝐞 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐜𝐞:
Company A copied what worked for someone else.
Company B found what only THEY could do.

𝐇𝐞𝐫𝐞'𝐬 𝐡𝐨𝐰 𝐭𝐨 𝐟𝐢𝐧𝐝 𝐘𝐎𝐔𝐑 𝐮𝐧𝐢𝐪𝐮𝐞 𝐚𝐧𝐠𝐥𝐞:

𝐒𝐭𝐞𝐩 1: 𝐋𝐢𝐬𝐭 𝐰𝐡𝐚𝐭 𝐲𝐨𝐮'𝐫𝐞 𝐜𝐮𝐫𝐫𝐞𝐧𝐭𝐥𝐲 𝐜𝐨𝐩𝐲𝐢𝐧𝐠
- Competitor's content style?
- Their channel strategy?
- Their messaging approach?
- Their campaign tactics?

Be honest.

𝐒𝐭𝐞𝐩 2: 𝐈𝐝𝐞𝐧𝐭𝐢𝐟𝐲 𝐲𝐨𝐮𝐫 𝐚𝐜𝐭𝐮𝐚𝐥 𝐮𝐧𝐟𝐚𝐢𝐫 𝐚𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞𝐬

Ask these questions:
- What do we have that competitors don't?
- What personality trait makes us different?
- What expertise took us years to build?
- What would feel "weird" to do but fits who we are?

𝐒𝐭𝐞𝐩 3: 𝐓𝐞𝐬𝐭 𝐭𝐡𝐞 "𝐭𝐨𝐨 𝐰𝐞𝐢𝐫𝐝 𝐭𝐨 𝐜𝐨𝐩𝐲" 𝐟𝐢𝐥𝐭𝐞𝐫

Your unique angle should make competitors think:
"That's stupid," or "That won't work," or "We'd never do that."

When they think that, you've found gold.

𝐑𝐞𝐚𝐥 𝐞𝐱𝐚𝐦𝐩𝐥𝐞𝐬:

Liquid Death: Sold water like energy drinks in metal cans.
Competitors thought it was idiotic.
Now worth $700M.

𝐘𝐨𝐮𝐫 𝐮𝐧𝐢𝐪𝐮𝐞 𝐚𝐧𝐠𝐥𝐞 𝐥𝐢𝐯𝐞𝐬 𝐰𝐡𝐞𝐫𝐞:
- Your competitor won't go
- Your personality actually fits
- Your team can sustain it
- Others think it's too risky

𝐓𝐡𝐢𝐬 𝐰𝐞𝐞𝐤:

Stop looking at your competitor's LinkedIn.
Stop copying their website structure.
Stop mimicking their content style.

𝐈𝐧𝐬𝐭𝐞𝐚𝐝:

Ask: "What can we do that they can't or won't?"

That's your strategy.

𝐑𝐞𝐦𝐞𝐦𝐛𝐞𝐫:
Your competitor's success came from THEIR context.
Your success will come from YOURS.

Stop copying.
Start finding what only you can do.

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❤️ 𝐈𝐟 𝐲𝐨𝐮 𝐬𝐮𝐩𝐩𝐨𝐫𝐭 𝐭𝐡𝐢𝐬. 
♻️ 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐧𝐞𝐭𝐰𝐨𝐫𝐤. 
🔔 To follow me

2026 𝘄𝗶𝗹𝗹 𝘀𝗽𝗹𝗶𝘁 𝗕2𝗕 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗶𝗻𝘁𝗼 𝘁𝘄𝗼 𝗴𝗿𝗼𝘂𝗽𝘀.
Group 1: Companies still guessing their way through GTM. Reactive strategies. Unclear positioning. Campaigns built on hope.

Group 2: Companies with resilient GTM systems. Sharp clarity. Purpose-driven execution. Adaptive planning.

𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝘀𝗲𝗽𝗮𝗿𝗮𝘁𝗲𝘀 𝘁𝗵𝗲𝗺:

3 𝗣𝗶𝗹𝗹𝗮𝗿𝘀 𝗼𝗳 𝗚𝗧𝗠 𝗥𝗲𝘀𝗶𝗹𝗶𝗲𝗻𝗰𝗲:
1. 𝗖𝗹𝗲𝗮𝗿 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 - Exact ICP. Exact differentiation. Exact value.
2. 𝗦𝘁𝗿𝗼𝗻𝗴 𝗪𝗛𝗬 - Teams that believe don't break when things get hard.
3. 𝗦𝗵𝗼𝗿𝘁-𝗧𝗲𝗿𝗺 𝗢𝗞𝗥𝘀 - Quarterly goals. Weekly momentum. Fast iteration.

Markets will accelerate. 
AI noise will explode. 
Buyers will get more confused. 
Competition will come from unexpected places.

The companies that make it won't be the ones with the biggest budgets.

They'll be the ones with the strongest foundations.

Resilience isn't a mindset. It's an operating system.

I broke down exactly how to build yours for 2026.

Read the full article.

View newsletter: End B2B Marketing Guesswork 

2026 is going to challenge every B2B company. Markets will accelerate. AI will explode with thousands of new products. Noise will rise to a level we’v

Open article: The Only 3 Pillars That Will Protect Your GTM From the 2026 Chaos by Moshe Pesach • 4 min read

The Only 3 Pillars That Will Protect Your GTM From the 2026 Chaos

AI has caused a corporate ADHD epidemic that could really use some ritalin.

→ More ads 
→ More webinars 
→ More posts 

But AI has just created more noise, faster.

𝐇𝐚𝐝 𝐚 𝐦𝐞𝐞𝐭𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐚 𝐕𝐏 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐲𝐞𝐬𝐭𝐞𝐫𝐝𝐚𝐲.

They're cranking out content with AI:
- 2 blog posts per week
- 2 LinkedIn posts daily
- 1 webinar per month
- Email campaigns every other day
- Ads on 4 platforms

"We need more leads!" they said.

I looked at their numbers:

Lead to customer conversion: 0.8%
That's 1 customer per 125 leads.

"Are you working on improving conversion?" I asked.

"No, we just need more volume at the top."

𝐓𝐡𝐢𝐬 𝐢𝐬 𝐭𝐡𝐞 𝐜𝐨𝐫𝐩𝐨𝐫𝐚𝐭𝐞 𝐀𝐃𝐇𝐃 𝐞𝐩𝐢𝐝𝐞𝐦𝐢𝐜.

AI made it easy to create content.
So companies create more content.
More content creates more noise.
More noise trains buyers to ignore you.

𝐓𝐡𝐞 𝐦𝐚𝐭𝐡 𝐝𝐨𝐞𝐬𝐧'𝐭 𝐰𝐨𝐫𝐤:

If 1 in 125 leads converts:
- Getting 100 customers needs 12,500 leads
- That requires massive ad spend
- Burns your team out
- Dilutes your brand into generic noise

𝐌𝐞𝐚𝐧𝐰𝐡𝐢𝐥𝐞, 𝐰𝐡𝐚𝐭 𝐢𝐟 𝐲𝐨𝐮 𝐟𝐢𝐱𝐞𝐝 𝐭𝐡𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧?

Same company, different approach:
- Stop spraying content everywhere
- Pick ONE channel
- Sharpen your message until it cuts through
- Focus on qualified leads, not volume
- Improve conversion from 0.8% to 3%

𝐍𝐨𝐰 𝐭𝐡𝐞 𝐦𝐚𝐭𝐡 𝐜𝐡𝐚𝐧𝐠𝐞𝐬:

3% conversion means:
- 100 customers need 3,333 leads (not 12,500)
- 75% less volume required
- Better qualified prospects
- Sustainable for your team
- Stronger brand positioning

𝐓𝐡𝐞 𝐚𝐜𝐭𝐮𝐚𝐥 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧:

Better strategy → One channel → Clear message → Qualified leads → Higher conversion

𝐅𝐨𝐫 𝐁2𝐁, 𝐭𝐡𝐚𝐭 𝐜𝐡𝐚𝐧𝐧𝐞𝐥 𝐢𝐬 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧.

Not because it's trendy.
Because your decision-makers already live there.

𝐁𝐮𝐭 𝐡𝐞𝐫𝐞'𝐬 𝐭𝐡𝐞 𝐤𝐞𝐲:

Don't just post more on LinkedIn.
Dominate it with focus:

- One clear ICP
- One sharp message
- One consistent presence
- Track every signal: who engaged, what they clicked
- Only target the engaged accounts
- Measure lead quality, not lead quantity

𝐓𝐡𝐢𝐬 𝐰𝐞𝐞𝐤'𝐬 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞:

Audit your channels.

Count how many places you're creating content.
Check your lead-to-customer conversion rate.

If you're on 3+ channels with under 2% conversion:
You don't have a volume problem.
You have a focus problem.

𝐏𝐢𝐜𝐤 𝐨𝐧𝐞 𝐜𝐡𝐚𝐧𝐧𝐞𝐥.
𝐃𝐨𝐦𝐢𝐧𝐚𝐭𝐞 𝐢𝐭.
𝐌𝐚𝐤𝐞 𝐞𝐯𝐞𝐫𝐲 𝐩𝐢𝐞𝐜𝐞 𝐨𝐟 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐜𝐨𝐮𝐧𝐭.

Stop training buyers to ignore you with AI-generated noise.

Start cutting through with focused, strategic presence.

𝐑𝐞𝐦𝐞𝐦𝐛𝐞𝐫:

If you can't draw a direct line from activity to revenue, you don't have a marketing plan.
You have corporate ADHD.


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❤️ 𝐈𝐟 𝐲𝐨𝐮 𝐬𝐮𝐩𝐩𝐨𝐫𝐭 𝐭𝐡𝐢𝐬. 
♻️ 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐧𝐞𝐭𝐰𝐨𝐫𝐤.

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אם אנחנו רוצים באמת להשיג שאיפות גדולות וחלומות גדולים, להציב מטרות ויעדים זה לא מספיק. 
צפו בסרטון, כדי להבין מה אנחנו צריכים ״לדעת״!

מה דעתכם?
אנחנו יכולים לדעת מה יקרה?

סטרס ותסכול אצל מנהלים מוצר בעיקר מהפער בין התוצאות שהם רוצים לבין מה שקורה בפועל. 
אבל אולי הבעיה היא בכלל בדרך שמסתכלים על הדברים?

נכון, זה חשוב להציב מטרות ויעדים, ואנחנו רוצים להשיג תוצאות. אבל ברגע שזה הדרך ש״מנהל״ אותנו, יהיה לנו קשה מאוד לצמוח. אנחנו תמיד נאשים את עצמנו, את הצוות שלנו בכך שלא עמדנו ביעדים.

מה אם במקום זאת, נמדוד את הפעולות שלנו ושל הצוות שלנו? מה אם נבחן את הביצועים שלנו מול התכניות ולא את התוצאות שאנו משיגים? 

במקום סטרס נקבל עבודת צוות. במקום האשמות, נקבל שיתוף פעולה ומוטיבציה. 

כולנו כמנהלים נופלים במקומות האלה, והגיע הזמן לשנות את הפוקוס שלנו. מתוצאות לביצועים. ככה באמת נהפוך למקצוענים. 


‏#stepupandgrow 
‏#b2b 
‏#management

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Moshe Pesach

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The Battle

Dipl.-Ing. Lars Behrendt

Moshe Pesach

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Moshe Pesach's LinkedIn Performance

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