Helping SaaS build trusted content with third-party expertise • Co-Founder @ AudienceLed • GTM & Partnerships Operator • Your buyer trusts 👉 People, brands, and places they already transact with. Activate them.

I help SaaS revenue teams integrate third party expertise (the people, brands, and places) that influence their buyer to surround them (instead of spam them)  👉 where buyers already transact and spend their dwindling attention credits 👇

Buyers don’t believe brands as much as they believe the people, companies, & places they already work with and listen to.

That’s why your sales and marketing team need a network of trusted people in your ecosystem.

When you activate that network, you get:
👉Warmer doors opening faster
👉Higher win rates
👉Deals that close sooner
👉Bigger deal sizes

Proof I’ve lived this:
✅Built enablement programs that boosted partner retention by 70%
✅Created a partner motion that matched sales revenue with 1/3 of the headcount
✅Outperformed a full SDR + AE team using ecosystem plays
✅Scaled a business to $1M in less than 12 months → acquired

(And yes - I’m in the room developing relationships with the influential people your buyers already listen to.)

Activate an ecosystem-oriented modern go-to-market system that focuses on QUALITY and CONVERSION by:
1) Following me here for weekly systems sharing
2) Or DM me if you want me to show you how to:
- Map who your buyers already trust
- Layer partners into your GTM to build pipeline with less spend (without building any new systems)

Oh, I'm also writing a book on rewiring your mindset, which incorporates psychological, sociological, and philosophical concepts. Go-to-market with your market at www.audienceled.com

Will Taylor

I don't have an MBA, but since co-founding AudienceLed (my first business) in Feb 2025, we grew to $65k MRR.

Feb last year we closed a good month's start at ~$27k MRR. About 2.3x growth (in MRR).

MRR is nice, then we learned cashflow wasn't 100% (about 60% to start).

Since then, we've improved cashflow to ~80% and are aiming for 100% (thanks to Lauren Makielski).

Now we sit at $65k MRR ($780k annualized) contractually.

I reflected this weekend on what that means. Most businesses don't even make money in their first 6 months, even from seasoned business folk.

Since Feb of last year I have also:
- sold my home
- gotten engaged
- saw my brother get married
- went to Italy for another wedding
- went to Nicaragua for another one
- went to 2 conferences (out of pocket)
- planned a wedding (we'll my fiancé did most of it)
- had an offer accepted on a new home (firming conditions this week! 🤞)
- hired 3 people that were supposed to stay on and become partners but... life happens

... and of course interviewed hundreds of third party experts on behalf of our clients.

I am learning at scale. My brain is flooded with information across GTM and business at large.

AudienceLed is a conduit of knowledge share with, for, and through the ecosystem, funneled into our clients.

... and we have yet to even do our own marketing...

I am FIRED UP.

My grandma, who beat breast cancer twice, reminds me:
- buying/selling a home
- planning a wedding
- running a business
- having kids

... are all the top stresses of life.

Well grandma, I decided to take on 3/4 of those at once 😂

And I am grateful for the pain and effort this requires. 

Focusing on humanizing business and operationalizing relationships is worth it...

... every god damn hour of the day.

And I would not be here without the help of my network. Way too many to thank and show appreciation to... even if you've played a small part so far:

THANK YOU ALL SO MUCH! 🙏

And a big thank you to our clients, our partners, and of course our legendary team that gets deep into the trenches to deliver and manage the chaos... Rob, Lauren, Sam, Amy, Lydia, Dani, and anyone else who has been with us for the ride.

Happy Monday everyone. Much love.

If I can do it, so can you.

Get after it.

My entire career has been in go-to-market tech. Common Room has completely leveled up our craft. That's why I'm excited to share...

... that I get the honour to share that excellence - with and through people just like you - out to the market.

On Thursday Feb 26 @ 4PM ET we will have our first instalment of the new industry event "GTM Heroes Live" where you'll learn:

Real plays
From real customers
And real practitioners
With real experiences
And the real outcomes

AI is not coming for your job. But it will give you leverage.

I first came across Common Room during my time at Reveal (acquired by Crossbeam) and immediately thought about how data can be properly contextualized.

"This is exactly what partnerships needs to impact revenue..." I thought.

Then I dove in. Got an account. Created content with them. Became an advocate for them. And now we work together at AudienceLed.

Sales leaders and practitioners who are stressed to build pipeline do not need another data tool. They don't need more lines of commoditized information to weed through. They don't need another custom CRM field.

They need a place to take action. 
They need prioritized, contextualized information at the ready.
They need PIPELINE gosh darn it!!!

👉 AI doesn't need new gatekeepers.

The promise from other vendors has been leverage for everyone... but then they've created a "specialist trap."

They force you to confuse complexity with leverage. But complexity is a barrier, especially when it is outside of the system of action. 

Leverage should REMOVE work... not add additional headcount.

Common Room has built GTM AI that gives leverage. Not replacement of people. It solves for stale data, research time, CRM management, and figuring out who to prioritize, what to say, and when to say it.

We are going to show you how.

Right from the people - just like you - in the field.

If this resonates with you and you want content that actually moves the needle, join us this Thursday, February 26 @ 4 PM ET to hear from Saad Khan, Jacki Leahy 🪄... with a special appearance from Heath Barnett 🤙, your peers, and YOU.

Everyone is welcome on stage!

Let's figure this out - together.

Here's the link. Bring your hot topics and questions: https://lnkd.in/gS3_W4tP

The bar is so incredibly low. Treat buyers like humans. Respond in a timely manner, empowered by AI. I am deep into the GTM AI scene with the clients we serve. I'm seeing some things:

I just got back from Common Room's SKO. Holy. Moly. This team is on fire. Some of the brightest minds operating here.

Common Room has exciting updates you'll continue to see from people you trust - their customers, their partners, themselves, and allies in the space.

Everyone can buy data from the 5x5 Coop. Everyone can white label another providers intent data. But not every solution is contextualizing it and making sense of it like Common Room is.

Another team - Spara - is taking AI sales and marketing conversion and doing it the right way. Contextualized information, real time, right when you are asking questions and need more information. The implications are massive... take your signals (from Common Room and/or Sequel.io) and leverage that in real time in systems like Spara.

Sequel.io (not a client) taking event data and passing it to other places (pay attention here!). 

The list goes on.

Your buyers want:
- Real time
- Right time
- Right message
- Right relevancy

Spam cannons will not deliver that.

Enterprise and mid-market companies need to deliver a better EXPERIENCE as any vibe-coded app can give the same spot functionality.

Vibe-coded companies look for easy buttons. That's why they spam you.

The sea of noise only continues to grow... to break out of it you need to get intentional.

You need to focus on humanizing the buyer. 

At AudienceLed we are out here, in the field, executing at scale and plugging into all of these systems. 

Blog content on websites as playbooks from experts.

Round-up reports of complimentary brands (AEO + SEO benefits...)

Stories with customers delivered to accounts based on look-alike data + the right signals.

Ads being relevant because of better targeting (shout out Vector 👻!) + more human content.

Humanizing the buyer's journey requires activating the ecosystem.

Keep watching. I post weekly. Follow along. More content soon 👀

Cold email reply rates? ~5%. Connect rates? Single digits. 70%+ of B2B buyers expect RELEVANT experiences before they engage...

The bar is low.
And yet… most teams are still blasting 'personalized' emails.

Or... even worse...
The system is hidden behind a gatekeeper (usually an expensive one).

Common Room's SKO taught me one important thing:
👉 Third-party data is a commodity and the market was sold a lie that it all needs to be 'engineered' together.

Their focus?

Creating the cockpit for revenue teams to actually execute. Not some siloed data centre that requires APIs or Zaps or a degree in data.

Make it make sense.
Make it easy.

Everyone has access to the same data.

Not everyone can:
- Resolve identity properly
- Contextualize that data
- Route and prioritize people intelligently
- Empower reps *in real time*
- And deliver a human experience at scale

I wrote this week about other solutions doing this well. Now, I'm hosting two top experts - in the field practitioners that the market trusts - on Common Room's new live series.

GTM Heroes Live 🦸‍♀️

A community-driven space to talk about what is actually working. 

From us. 
From the experts. 
From YOU.

First session:
Signals on signals on signals. What’s next?

I’ll be joined by Saad Khan and Jacki Leahy 🪄 to unpack:
- GTM AI done the right way
- Why data alone isn't enough
- And why gatekeeping cannot be the solution (your wallets depend on it)

Thurs. Feb 26 | 1pm PT / 4pm ET
https://lnkd.in/gS3_W4tP

If you care about building real GTM experiences that humanize buyers - not just engineered workflows treating them like a datapoint - join us.

"You're wrong, do this" will never work in an industry trained to click easy-buttons to build pipeline... especially when it no longer works.

Instead, we need to:
- Align with their incentives
- Integrate into their existing workflows + behaviours
- Still give them an easy button (perhaps even easier than before)

The first wave of partnerships failed.

Not because it was wrong. Not because it didn't work... but because it was being gate-kept with jargon and vendor-speak.

(I should know...)

I'm on a mission to change that - to create seamless integration of a buyer-first mentality into GTM motions. Through trust. Through the ecosystem.

Full convo with Olivier Roth and The Swarm 🔆 here: https://lnkd.in/gqD32yUF

Top GTM teams turn partner overlap + signals into ready-to-send emails. NOT showing up to a meeting saying "where are my leads?"...

Pipeline moves faster in the tools you already have.

In my recent piece with Crossbeam, I broke down what actually makes AI useful in B2B sales.

No 28 step workflow with a dissertation of a prompt.
It’s better context.

Here’s the simple system I advise teams to run:
➡️ Pull second-party partner overlap from Crossbeam
➡️ Layer in first-party CRM data + third-party signals like funding
➡️ Let automation move it into the CRM and sequencer
➡️ Use AI to explain why it matters and draft the opener

Not as a Slack alert alone.
Not as a random CRM field.
But inside the rep’s existing workflow.

Sellers need to stay in rhythm.

In this flow, the message references a real partner their prospect already trusts.

Static data → active workflow.

AI is only powerful when it connects dots sellers don’t have time to connect.
Otherwise it’s just an email assistant.

In the article, I also break down:
✅ The 6 biggest mistakes teams make when introducing partner data
✅ How to make signals explainable so managers trust them
✅ The minimal stack I recommend to operationalize this
✅ A simple checklist to pilot ecosystem-powered AI without overwhelming RevOps.

If AI isn’t improving win rates or cycle time, it’s probably missing ecosystem context ;)

Full article here: https://lnkd.in/gu4s8Qd9

Thanks for having me Andrea V. + Crossbeam!

Ecommpay

Ecommpay is an inclusive global payments platform designed to help businesses grow.

We make online payments as smooth as possible, for merchants looking to grow their businesses. We’re more than just a provider, we’re business partners dedicated to keeping our clients’ payments flowing, helping them make the most out of every transaction.

We offer global and local acquiring, over 180 payment methods, payments processing and orchestration on one platform and via a single API. Core to our philosophy is to continuously build essential capabilities like orchestration, open banking, recurring billing and direct debits directly into our platform, eliminating the need for third-party systems. This streamlines operations, reduces costs and friction for our clients, and consolidates everything into a single, fully integrated platform.

Regulated by the Financial Conduct Authority of the UK (FCA)
Principal member of VISA and Mastercard
4 international offices
400+ employees
180+ APMs
Let’s grow your business!

Please visit our website to learn more: www.ecommpay.com

Commercial Partnership Manager

eCom Collab Club™️

Member

Findr

9x faster than traditional methods, Findr reduces the time and money spent securing that all-important Discovery call with a vetted decision-maker at a target business.

Members share their partnership requirements, browse other profiles, and choose who to speak with in a single click.

Findr - the world’s first marketplace for business partnerships.

Partnership Development Manager

O'Brien Media Limited

Head Of Business Development & Partnerships

Sales Business Specialist

Ignite Talent Limited

Head of Business Development & Partnerships

Unleashing the Power of Strategic Partnerships with Findr 🔥 Connecting eCommerce, SaaS, FinTech, and MarTech Companies for Success 🛍️🖥️💰✏️

Connecting the dots. Building bridges. Driving growth. That's what I do.

I thrive on creating win-win collaborations that deliver exceptional results.

Now, as a Partnerships Manager at Ecommpay, supporting agencies and tech partners through out the ecommerce ecosystem.

Dylan Connor Fernandez

The Northern Powerhouse is Redefining eCommerce

I spent last week traveling across the North—from the We Take Flight - Shopify Agency Club to Successify: The Manchester Shopify Meetup by Pixel Kicks! 

One thing is crystal clear: the Shopify ecosystem in the UK is moving faster than ever.

I had the chance to dig into some incredible conversations with peers at Digital Clubhouse and CTI Digital Social. 

What struck me most wasn’t just the growth, but the quality of innovation coming out of these rooms.

Take Voxelo, for example. I met Ben McKay, and he showed just how they are making 3D product imagery truly accessible for merchants. 

This isn't just a "cool tech" play; it’s a massive win for the user experience. 

When a customer can truly see a product in 3D, it builds trust and reduces any last minute friction at the checkout.

I believe that the checkout is a powerful moment for engagement. 

Whether it’s through immersive 3D visuals or embedding climate impact into the payment flow, the goal is the same: making the shopping experience feel relevant and actionable for the modern consumer.

The takeaway from the roadshow? 

Success in 2026 isn't about being the biggest; it's about being the most helpful. It’s about collaboration over "hero narratives". 

The Northern e-commerce scene is absolutely thriving. 🚀

Which recent Shopify app or integration has most improved your customer's checkout experience lately?

#Shopify #Ecommerce #NorthernPowerhouse 

P.S. Huge thanks to the legends I caught up with at the various stops, and great to see: Alan, Catherine, Ian, Dave, Adam, Jonathan, Ryan, Giles, Ben, Joshua, Fran, Grace, Phil, Simon, Anil, Mark, Conor, Graham, 🦁Tony, Cas, Mat, Jessica, Chris, Ben, Chris, Dave, Ethan, John, Darran — let’s keep the momentum going.

Dyls  Fernandez

I build GTM engines & partnerships on a fractional basis. Currently helping ekko with their mission - planet action part of every transaction 🌍

Is it just me, or have ecommerce events the best? 🚀

I’ve been reflecting on the incredible tech partners and the agencies in our space who are moving away from the "hard sell" and toward building a human-centric community. 

Networking can be a lot, especially when you value neurodiversity and intentionality. 

But lately, the shift toward accessible, high-value gatherings has been a breath of fresh air. 

It’s not just about the "pitch"—it's about the people and the learning. 

A huge thank you to the teams who:

Prioritise Inclusivity: Creating spaces where everyone—from fintech pros to impact specialists—feels welcome. 

Focus on Substance: Swapping "hype" for grounded, factual conversations about sustainable growth and payment innovation. 

Keep it Human: Hosting events that feel like a conversation between partners and clients/merchants, not a corporate lecture. 

I believe that collaboration wins over hero narratives. It is so energising to see our industry embrace that same spirit. 

Which agency or tech partner is absolutely "treating" the community to the best events right now? 

Tag them below! 👇 

I'll start.... 

Digital Clubhouse: Alan Pilkington 🍀 - Athos Commerce / 🦁Tony Conte - Brave Agency / Mat O'Connor - Actuate Digital

eCom Collab Club®: Adam Pearce - CRO for Shopify Brands - Blend Commerce - Shopify CRO Agency / Nathan Lomax - Quickfire - Shopify Premier Partner / Rich Evans - Get Better Limited

#SocialiseAndOptimise: Emma Ford & Russell Brockett - Rusty Monkey & Stripe

#Successify - Shopify Meetup Manchester: Chris Buckley - Pixel Kicks

#Ecommerce #Networking #Events #Community

LinkedIn is a graveyard of "Perfect" launches. 🪦

Every day, we see the polished wins. The "seamless" integrations and builds. The record-shattering quarters.

It’s a lie.

What we don’t see:
• The revenue lost in a botched migration.
• The sleepless nights over a broken API.
• The absolute f* ups that nearly ended the project.

It’s time to stop the highlight reel.

That’s why Hypernode is bringing the "What’s Your F* Up?"** meetup to Manchester this May 14th. 🐝

They are looking for two more speakers brave enough to get real about:
→ The mistakes that cost six figures.
→ The pivots that felt like total failure.
→ The "human" side of technical disasters.

I might have a few stories of my own to share... but for now, we want to hear yours.

If you’re ready to trade "perfect" for "authentic" and grab a beer 🍺 with people who have actually been in the trenches, reach out to , Suzanne van Amerongen, John O'Rourke or Dylan Koltai  🚀

#TechFailures #AgencyFailures #Manchester #Partnerships #eCommerce

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Pipelines are finite. Friendships are scalable -> Less 'lead-to-deal,' more 'human-to-human.

P.S I talk about 'partnerships' to sound smart, but mostly I just like meeting people who don't mind my bad dad jokes.

Stop what you’re doing. No, seriously. 🛑 

I’m officially a Champion for the National Digital Awards 2026, and I’m here to tell you that D-day for nominations is looming (13th March) 👀 ‼️

Look, we’ve all been there. 

You see an awards post, you think 

“Yeah I’ll submit…. 

Myself (yes, you can nominate yourself. I won't tell if you won't 😉), Jane, Tom, Frank, Claudia, Dave, Frankie…

….then you remember the 14-page PDF forms, the "admin fees," and the soul-crushing account setups.

This is not that. It’s been made dangerously easy:

1️⃣ It’s FREE. (Use that budget for the celebratory beers instead). 🍻
2️⃣ No "long-ass" account setups. No one has time for that.
3️⃣ No card details. We aren’t trying to sign you up for a gym membership you’ll never use.

Now go get ‘em.

Go here: To the L I N K in the comments 🚀

Click: The big red button.

Submit: And put your feet up with a cuppa’ because you deserve it, babes. ☕️😘

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