Stuff I am currently focused on:

#1 Bring new financial advisory products to market at Arta Finance. 

#2 Help anyone host engaging and successful events via Eventship.

#3 Help others with AI via GPT Hacks. 

#4 Help my youngest develop his soccer skills, my second work on her basketball game and my oldest shine like his sax.

#5 Spend more time with my awesome wife doing fun things in San Diego and around the world.

Hussein Yahfoufi

From BDR to GTM Leader—now Co-Founder @ Peel

I share insights on AI, GTM, and our journey building Peel. Follow along as we accelerate buyer-led growth! 🚀

Brannon Santos

I can buy a $58,990 Model 3 Tesla in 7 minutes. By the time they ship it (4-6 weeks), a B2B SaaS company will force me to go through this to buy their $25,000 software:

1. Fill out the form (first name, last name, company, work email, phone number, country)

2. 'Someone from [company] will be in touch with you shortly' pops up

3. Now we wait for a confirmation email

4. Hour 3 of waiting for the confirmation email

5. An email finally hits my inbox! Oops, it's a marketing email sequence I got automatically added to

6. The SDR finally replies (4 days later, I sent a request on Friday). I tell him I'm ready to buy, I just have 3 questions and they can have my business

7. He says he wants to get on the phone first

8. I concede and agree, but there aren't any open slots on his calendar until next week

9. I concede once again and book a time for next week

10. We're finally in the meeting. The SDR dodges all my questions and the whole call is discovery

11. He's squeezing me for intel I shared in the demo form (also available on LinkedIn or in Clay/ZI/Apollo)

12. The call ends, I still have zero answers

13. The SDR hands me off to the AE

14. Time to book a time with them, 'no times in January' on their Calendly

15. Finally find a free slot 1.5 weeks from now

16. On the call, he's walking me through the slides + more dumb questions... I mean discovery

17. When I ask my 3 questions, he says he's happy to put me in touch with their SE

18. More back and forth to book another meet with AE + SE

19. On that call, I see the product for the first time and get answers to 2/3 of my questions

20. AE is on mute most of the call, SE is good but will have to get CS involved for my 3rd question

21. CS finally answers my 3rd question over an email (thank heavens!)

22. They're finally ready to share pricing on the last call!

23. More back and forth to book that final call

24. On the call, the big pricing reveal finally happens... And it's 3x higher than what I saw on Vendr and ChatGPT


Now… The real party starts.

----------

In the meanwhile…

It's 2026 and AI can handle 60% of this painful process in 2-3 minutes, 100% on buyer's terms & async, and generate super high intent inbound leads (AALs, agent activated leads) for your human AEs.

Good for the seller (no mundane work so one AE can handle 5-10x more demand), even better for the buyer (none of the shit above).

Buying 2.0 is here and the time to transition is now.

I'm a CMO at a $50M B2B SaaS, shopping for marketing attribution tech, so I head to the site of the vendor Pavilion peers recommended, interact w/ an AI demo, share our use case and get a tailored tour in 3 min, learn it costs ~$35,000/y for my team, forward the AI demo to my VP Revops where she gets a deep breakdown of Salesforce integrations and supported attribution models, pull a quick summary for my CFO, book a follow-up demo with a human AE the next day, we meet and he doesn't ask me dumb Qs because I already shared it w/ AI, he answers the only 3 questions I had, I get a proposal after the call and I'm ready to sign it in 7 days because I already got a green light from my VP Revops and CFO.

Then I wake up and realize…

It's been 3 days since my demo request and I'm still waiting for SDR's reply because this vendor's buying experience is still stuck in 2010.

Co-founder & CEO of Peel | AI Demo agents that qualify, discover & demo like your best SDR/AE/SE while you sleep

Peel implemented AI demos this January and AI already booked us 22 demos w/ VPs of Marketing (on track to book 30/month). Here's how it works:
(for context, our ACV is $24,000-$60,000, 2 month sales cycles, VP of Marketing/CMO is our champion, Director of Revops involved, plus CRO + CFO in some bigger deals)

1) We simply put an AI demo on Peel's homepage on January 1st

2) We're not forcing the buyer down a single route, we also have a PLG (build your own AI Agent in minutes) and SLG ('book a demo') option

3) So far, 50% of prospects choose to take an AI demo

4) When they take an AI demo, prospects talk to AI and get a tailored walkthrough of our platform. It does qualification & discovery like the best SDR, and demos like the best SE, 24/7 (the avg. conversation is 6 minutes long)

5) 30% of prospects that take an AI demo also book a follow up meeting with a human (Ben Henson or me). We call these AALs (agent activated lead): an inbound lead that has been qualified, discovered & demoed by an AI agent, and has been enticed to the point where they book a demo with a human

6) The buyer intel we get from AI on these AALs is crazy. It's like you inherited a deal from an AE who's been working the deal for 3 months and is now leaving the co. Check the example in the comments

7) The first human2human meeting feels more like a stage 4 meeting. I know everything I need to know about them and their pain (see #6) and the buyer is 10x more educated + has actually seen the product, so we can skip all the dumb disco questions

8) Before the first human2human meeting, a lot of prospects share the same AI demo with other stakeholders, so when we book the next steps with them, again, I know a lot about their concerns, objections, use case, and they've also been qualified/discovered/demoed


It's only been a month, but I'm already seeing:

- Higher win rates (23% vs 15% before AI demos)
- Shorter sales cycles (2-3 call closes are a thing)
- Only meeting with AALs, fewer meetings, winning more
- I feel like I can finally do the actual job, sell


PS. 22 demos/2-weeks is pretty pretty good for a startup like Peel that doesn't get a lot of inbound website traffic yet. But imagine how powerful this becomes for an org that's actually our ICP ($20M+ ARR b2b saas) and gets plenty of inbound…

Ask me anything?

In December, I closed a $24,000 deal (w/ a $100M+ ARR SaaS), and Peel's AI Agent handled 60% of the sales process. Here's the full buyer journey:

1) Director of Demand Gen saw my LinkedIn post
2) Visited getpeel dot ai
3) Spoke with our AI Demo
4) Shared their situation & goals with the agent
5) Booked a demo with me (also by talking to AI)
6) Smooth demo because I knew all I needed to
7) Got a verbal “yes” on the call
8) I sent a proposal
9) Closed-won (days from the 1st interaction)

Buying 2.0 already here and it’s...

Good for the seller…

(only talk to 100% qualified prospects who are already activated + no mundane work so one AE can handle 5-10x more demand)

Even better for the buyer.

(100% on buyer terms, see the product right away, get a tailored experience and decide in 2-3min if you're moving forward)

In 2026, we'll see the rise of inbound AALs (agent activated leads). The win rates will be 5-10x higher than MQLs and AI will handle 60% of the process. Here's how it'll work:

- Prospects visits your website
- AI Agent greets them
- Interviews them like your best SDR
- Demos your product like your best SE
- Builds a business case with the above voice inputs, like you best AE

It all happens in 5-8 minutes, async and 100% on buyer's terms, and then it's time for the AI Agent > human AE handoff.

A human AE starts working an AAL, a lead that's been qualified, discovered, demoed (actually seen the product) and has raised a hand to book a human demo.

60% of the (most tedious) work has already been handled by AI, and once the humans jump in, they'll have more buyer intel then ever, making AAL win rates 3x higher than other lead types.



This isn't a 'I replaced my entire team with AI Agents' delusion. This is already a reality.

Peel's AI Agents are currently booking me 10 calls/mo w/ VPs (20% win-rate) and they handle qualification, discovery & demo for a $24-60k ACV product. With AALs, one to two call closes are a common occurrence.

$150k AE runs 6 calls over 8 weeks, loses a $50k deal.
$152k AE runs 2 calls over 2 weeks, closes a $50k deal.
The $2,000 difference is an AI demo that qualifies, discovers & demos before the first human call.
The same inbound lead hits both pipelines.

AE #1 runs the traditional, 'trained sales process'. Buyer fills out a 5-step form, and SQL is generated, SDR reaches out 3 days later, discovery call repeats questions already answered on the form. Two weeks pass before anyone talks about pains and goals. SE runs a 45-minute harbor tour. The buyer goes quiet because they need to show this to two other stakeholders but wtf are they supposed to show them without looking dumb?!

Six weeks later, the deal gets marked as “Closed-Lost”.

Here's what changes when AE #2 works the same deal:

1. AAL (agent activated lead) is generated because the buyer took an AI demo on the site, and in 2-3 min, AI qualified, discovered and demoed them like your best rep

2. AE #2 walks into the first call with intel they've only seen once before when inheriting a deal from an exit-ing rep. Time on each page, key quotes, top questions asked, and recommended next action.

3. First call skips discovery entirely. It feels like a stage 4 conversation from minute one because the buyer already knows the product, and the AE knows the buyer.

4. Multi-threading happens without extra meetings. The buyer already sent the AI demo to the other two stakeholders. They show up to the second call warmer than most champions are by call five.

Two calls later, this deal closes.


Here's how this gap compounds across a year:

- AE #1: 23% win rate, $500k ARR, 3.3x on $150k salary
- AE #2: 45% win rate, $800k ARR, 5.3x on $152k salary

That $2k investment in AI demos has created a $300,000 difference in ARR per AE.

That $300k ARR difference exists because one CRO gave buyers a demo on their own terms. The other is still running the harbor tour.

12 years ago, I was an SDR, cold calling Fortune 700 CIOs, pitching them our $50,000 solution, and it worked. In my 1st year, I generated $1M in pipe, was named SDR #2 and became an AE the next year (fastest SDR to AE transition in the history of the org).

I was good, but back then, this wasn't extraordinary.

9 times out of 10, CIOs would answer the phone and would actually listen to a sales pitch of a 21y old. In fact, these cold calls were often one of the few ways to learn about products like ours.

For us, the seller, economics also made sense (our call-to-opp conversion rate was ~10%), making cold calling one of our best performing channels (also, there weren't that many channels back then).

Today?

Good luck cold calling CIOs. CMOs. CROs. CFOs. Good luck achieving even a 1% conversion rate from ANY outbound effort (And cold calling is wayyyy higher converting than email right now.)

Because since then, that same CIO I used to cold call has…

Started receiving 10x more calls.
Started receiving 100x more emails.
Started seeing 1,000s of ads everywhere he goes.
So he shut it all (and himself) off.

Even worse, when he himself initiates the buying…

We make him fill out a 5-step form (for info we could get from Clay).
We make him wait days for a reply.
We tell him he first needs to sit through a discovery call with a 20yo with zero subject matter expertise.
We tell him he needs to wait 2 weeks to sit in that call.
We make him repeat the same story to at least 3 different people.

Then we wonder why our win rates are lower than ever and CAC is higher than ever.

We need to do better.

Both buyers and vendors deserve a better way to engage and learn on our own terms.

The solution is Buying 2.0: selling that's on buyer's terms, where AI agents handle 60% of the process (qualify, discover and product demo, most of the business case), then handing off AALs (agent activated leads = qualified, discovered, demoed…enticed!) instead of MQLs/SQLs to senior, subject matter expert sellers (AEs/SEs) who provide a red carpet experience.

I sold Peel's 1st product (AI Presentations) to CMOs. Our 2nd, bigger product is AI Demos, and now CROs get involved. A lot of them immediately shut it down:

'what is this?'
'I don't want AI demoing our clients'
'we need those meetings'

Nothing strange here.

With AI Presentations, CMO is the owner of the surface area (content assets).

(we turn those content assets like reports, ebooks & whitepapers into interactive presentations that book meetings automatically, in any language, at any time)

With AI Demos, CRO is the owner of the surface area (demos).

Having been in a VP Sales seat, I fully understand CROs immediate rejection:

1. AI will compromise your meetings target
2. You don't trust AI to do a good demo
3. You don't want the CMO in your yard

I hear you, but in the rest of this post, I'd love to show you how AI Demos will actually help you accomplish the major mandate every CRO I know has been given in 2026 (do more with less, with AI).

I'll use my own example (founder-led sales), since it's a very similar use case ($24k-$60k/y product, as you can see - a very complex purchase with 3-5 stakeholders, usually CMO + CRO + CEO, ICP = $50M+ ARR SaaS).

Here's how selling changed for us at Peel once we implemented AI Demos:

1) I only talk to AALs (agent activated leads; qualified, discovered, demoed & enticed by AI), no time wasted on non-qualified leads

2) Buyers are better educated, 100% qualified and happier (AI demos them in 2-3 min, on buyer's terms)

3) The buyer intel I get from AI on these AALs is epic. The only time I've seen more intel back in the day is when one AE inherited a deal from an exiting AE

4) I generally do fewer meetings (than 'usual'), but our win rates are higher, so overall, we can take on more demand and Closed-won is up

5) Sales cycles are shorter (the first meeting isn't discovery w/ an SDR, it's more like a stage 4 meeting directly with an AE, plus the champion usually sends the AI Demo to other stakeholders so they're warmer too)

6) 2-3 call closes have become the new normal.

7) I feel like I can finally do the actual job, sell. No qualification, no discovery, no warming up. AI already did it.

---------

Just imagine each of your AEs living this life. How much would their productivity and win rates go up?

And all you gotta do is take the demo recording (CI recordings are fine especially just to test with), let Peel turn it into an AI Demo (in minutes), and run a test (our customers usually test it first on a product page or have SDRs send it to stage 1/2 prospects).

In 2026, AI Demos solve the 25-year old buying problem, and a $7B category is created. Here are my 7 predictions for The Year of The Buyer, in which B2B SaaS stops forcing buyers 'down the funnel' and finally lets them buy on their own terms:

1) Sales process is rebuilt around buyer journey

Sellers always knew what buyer wants, we just refused to give it because if they get everything upfront, why would they talk to us?

So for the last 25 years, we guarded info from buyers & called it a 'trained sales process'. In 2026, we finally start replacing it w/ one aligned to ideal buyer journey.

2) AI agents will handle 60% of the new sales process

Fill out a form, wait 3 days for email, meet a 20 yo SDR with dumb Qs, wait 5 days to talk to an AE, see product 2w later…

Or... take an AI demo. The buyer is qualified + discovered + demoed in 2-3 min. A tailored experience based on their use case, pains, get all info they need. On their own terms, async.

First we give a few reps AI demo links. Then we put AI demos on product pages. By the end of 2026, AI demo is on your homepage.

3) Accessibility + optionality = more power to the buyer

Buyers will delay talking to reps for as long as they can. So they'll talk to AI. Play around with free tier. Talk to peers. Research w/ LLMs. The co's will finally let this happen.

AI native challengers build products 10x better than what incumbents are currently offering. Fast. Not great for incumbents (will acquire AI natives), but great for the buyer = more options, lower costs.

4) Buyer pays for value, not seats

Seat-based pricing is dying or dead & in 2026, the default contract looks like value (usage, tokens, outcomes), not 100 seats.

Instead of $60k/y for 100 seats, you pay $25k–$45k because only 20-30 people are actual users.

5) GTM teams transition to AAL model (from MQL/SQL)

AAL = agent-activated lead, an inbound lead that was qualified, discovered & demoed by an AI agent, who then books a demo with a human.

Win rates 5-10x higher than MQLs + buyer intel we get from AI will be like inheriting a deal from an exiting AE who's been working the deal for 3 mo.

6) AI demo becomes a category bigger than AI SDRs

AI SDR is a $4-5B category because every CEO/CRO/CMO wants to replace the worst-performing part of the engine (sloppy outbound). The problem is... Buyers don't want more spam.

AI demo... is exactly what buyers want. That's why it'll become a 10x bigger category than AI SDRs. Eventually, even the content AI SDRs deliver looks a lot like an AI demo.

7) Pre-sale GTM teams shrink, post-sale teams grow

New sales process is aligned to buyer journey, we become more efficient. Sales cycles are cut shorter, but because of buyer optionality, initial deal sizes drop.

So, most money is made post-sale. No incentive to increase Marketing + Sales, but a clear incentive to grow post-sale (CS, AM, expansion).






Buying 2.0 is here, and it'll be good for the buyer, good for the seller.

If you're an enterprise AE selling a $50,000+ product, would you rather talk to inbound MQLs, SQLs... or AALs (agent activated leads)?

Let's first define each:

1) MQL: ICP fit + engagement

Qualified means there's a human that fits the profile and therefore they've passed the internal gate required for a human AE or SDR to speak with them.

They may have opened up an email or downloaded a book or taken an action on the website… and there's an inbound reason to speak with them.

A lot of this is just surface-level data you could get from LinkedIn or Clay, but in most orgs, there's still a lot of human, manual effort that goes into qualification.

2) SQL: ICP fit + conversation

Some of the further qualification may happen automatically (using intent data, scoring etc), but most of the time, an SDR will have to speak with them and qualify them further, getting deeper into pains and goals.

Then, during the SDR > AE handoff, we see more fallout. A smart AE won't only look at objective qualification criteria, but will e.g. also try to validate deal likelihood ('you're qualified, but could I get a deal done within the next quarter given your interest level?').

3) AAL: *activated, not just qualified

I initially framed these as AQLs (agent qualified leads), but after thinking about it for a while, I realized they're so much more than just ***qualified***.

Calling them 'qualified' would be a misnomer since they check all of these boxes:

- Qualified (fully)
- Discovered (deeply)
- Demoed (actually seen the product)
- Enticed (raised a hand to do a human demo next)

That's why I'm calling them Agent Activated Leads.

And the best thing about this is that all of this happens in 2-3 minutes, on buyer's terms, async, 24/7, in a casual conversation with an AI agent.

-------

In 2026, this will be a real conversation inside forward-looking sales teams.

As an early founder doing sales, I'm already working almost exclusively with AAL (using Peel's AI demo agent) and I'm closing $24,000+ deals with enterprise companies, and overall I'm 10x more productive because of it.

Buying 2.0 is here, and I wish my AEs had this when I was a VP Sales back in the day.

'Nobody wants to talk to a bot' is a common objection for AI Demos. Then I show them talk time stats of AALs (agent activated leads) Peel AI demos generated:

- 2:34 min (CRO at a $50M ARR SaaS)
- 3:15 min (VP Demand Gen at $50B+ pharma)
- 2:46 min (VP Sales at Enterprise Org — Researching "The State of B2B Buyers")

And even longer ones...

- 17:24 min (GTM Engineer at Tech Scale-up — Deep diving the "Peel Playbook" workflows)
- 15:33 min (Partner at Tier 1 VC — Due diligence on Peel AI Demo financials)
- 15:17 min (Director at Non-Profit — Evaluating Peel AI Demo for community efficiency)
- 13:57 min (CMO at HealthTech — Analyzing value metrics in Peel AI Demo)
- 13:06 min (Head of Finance at Series B SaaS — Validating ROI via Peel AI Demo)
- 13:00 min (CISO at Cybersecurity Firm — Stress testing "Threat Detection" scenarios)


5-10% of buyers in most product categories will always want to talk to a human, yes (but that number is going down every year).

That still leaves us with +90% of the market that would rather talk to AI than a 20yo SDR who will ask you dumb question you've already answered in the form (and are available in ZI/Apollo/Clay)

People DO want to talk to a bot. Especially when the alternative is so much worse (2-4 weeks just to see the product, 4-6 weeks to learn pricing).

If you went shopping for a $100k car and the sales rep put you through the typical “B2B SaaS” buying experience straight out of 2010, they'd get fired.

B2B SaaS buyers endured this awful buying experience for years, but that's finally going to change in 2026.

Why now?

I wish I could say it's because we, the B2B SaaS, collectively decided to stop bullying our buyers, but that's not true. The truth is, we'll do it because now we finally HAVE to and CAN:

✅ It's finally hurting the seller, not just the buyer (decreasing win rates, increasing CAC)

✅ The technology to deliver a red carpet buying experience finally exists (AI demos)

Buying 2.0 is just around the corner…

And it will look a lot like this $60,000 deal I closed in November (w/ a $50B+ pharma co):

1) VP of Marketing saw a Peel mention in Pavilion
2) Visited getpeel dot ai
3) Interacted with our AI product demo
4) Shared their problems & goals by talking to AI
5) Booked a demo with us (also by talking to AI)
7) AAL (agent activated lead) generated
8) Super smooth first call (I had super dense buyer intel AI generated)
9) Champion forwarded the AI demo to Head of Brand Marketing and PRA team, AI warmed them up and answered most of their Qs
10) Mapped out next steps (timing, business case, multi-threading, technical roadmap review...)
11) The whole buying committee is on board
12) I sent the proposal
13) Signed and closed in 4.5 weeks from the 1st interaction

2026 is going to be amazing (for both sellers & buyers)

Gimmicks don't work on $20M+ b2b saas CMOs & CROs. So how did Peel's AI demo get this CMO to say 'bro this is fucking crazy'?

Marketing to the marketer…

Selling to the seller…

Notoriously hard.

Tricks don't help, they've seen them all. What does help is:

- A truly epic product (Peel's AI demos)

- Having been in their shoes (Ben and I spent 30+ years in GTM)

- Super dense buyer intel AI gives me before any human talks to the buyer. Gives me everything I need to know about them so we can jump straight into their use case, pains (check the screenshot)

The fact that there are big (>$100m?) SaaS brokers like Vendr tells you everything you need to know about the state of SaaS buying.

If I was a VP Sales at a $20M+ ARR SaaS (again), I'd make one big bet: ditch the 100-year old 'trained sales process' for one aligned to ideal buyer's journey.

(*long rant about Buying 1.0 ahead)

For the last 100 years, sellers have guarded information from buyers.

We always knew what buyers wanted. We just refused to give it to them because if they get everything upfront, why would they talk to us?

So we created a 'trained sales process' and built the roles, training and CRM around it.

Buyers never liked it, but in the last 100 years, the gap between what sellers want and what buyers want only grew greater…

Until it became unbearable.

First for the buyer. Now for the seller too.

If you've ever booked a demo for a $20,000+ product, waited 3 days for a follow up, scrolled through SDR's calendar for a free slot 2 weeks from now, forced to sit in a call full of dumb qualification Qs, wait 1-2 more weeks to actually see the product…

Then you know how fundamentally broken Buying 1.0 is. And if you're in Sales or Marketing, then you also know how this reflected on go-to-market effectiveness.

So, what's the antithesis?

It's Buying 2.0.

A CMO I recently demoed Peel's AI demo agent to put it perfectly:

"What you're doing is taking the ideal buyer's journey and aligning it to your sales journey in a really complementary and elegant way, using AI. That's powerful.'

The image that came to mind was a zipper. Buying on the left, Selling on the right. For 100 years, a deep gap between.

But now, with AI, you can finally zip them up together.

I've been in both VP Sales, AE and SDR shoes. I know what change management this big looks like in a 100+ people org, so I won't make any delusional proposals.

What I propose is a pilot just like the one Peel customers are already implementing:

1) Take your best AE/SE demo recording + product slides and turn them into an AI demo in 30 min (you can do it at getpeel . ai, 100% free)

2) 24/7, async, every buyer can now get a 100% personalized AI demo (the opposite of the harbour tour) on their own terms

3) In 2-3 minutes, AI will qualify, discover and demo each buyer through a casual conversation. The buyer intel your AEs get is super dense. It's like they inherited a deal another AE worked for 3 months and is now leaving the co

4) Give every rep the link to this AI demo. Pilot with stage 4 deals first. Once it works, move to stage 3, then 2, then 1.

5) Enable the champion to send the same AI demo to other stakeholders. Except that it won't be the same demo - it will be 100% tailored to these stakeholders.

6) Watch these AI demos generate AALs (agent activated leads): qualified, discovered, demoed, enticed. They're like SALs on steroids and your AEs will fight over them.

7) Once you have a POC, get creative with new use cases. Product pages? Outbound?




In 2 years, an AI demo will be on your homepage. Buying 2.0 is here and it's good for the buyer, good for the seller.

The other day I heard the term "Born Again SaaS."

My knee-jerk reaction was arrogant. I thought, "Hah, those legacy SaaS 1.0 tools better figure it out fast or they are dead."

But then the reality hit. We, the startups born post-OpenAI, are under the same pressure to innovate. Actually, the pressure on us is likely higher.

Here is why being "AI Native" isn't a safety net:

1) Incumbents can just buy us. Legacy SaaS companies are sitting on war chests. They can afford to wait, watch the chaos, and acquire the "AI native" apps once the winning patterns are clear. From a timing perspective, this consolidation is overdue.

2) Categories are being defined too early The pace of shipping is so fast that we are rushing definitions. Take "AI SDRs." The market decided what they were, what they were "allowed" to do, and their value before the tech even matured. Meanwhile, products are quietly evolving out of those boxes.

3) The problem space is shrinking under your feet Indirect competitors, and the models themselves, are solving more of your customer’s problem every day. Your wedge looks smaller, not because you are worse, but because the remaining problem is smaller. It is lazy to just say "focus on a narrow problem and you are safe." You might not be.

For us at Peel, 2025 was the year of constantly reinventing ourselves. PMF has always been a moving target, but last year it felt like a treadmill.

For the first time ever, I've seen the product pace outpace the marketing pace.

In a single year, we went from 1 product to 3. We debated going vertical vs. horizontal, updated our messaging a dozen times, and signed customers from wildly different industries.

We're at a stage where things will get more clear, mostly because we now know exactly what doesn't work.

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