Philippe Ruttens

THEMARKETAIR

The next era of B2B marketing belongs to those who blend the power of AI with a mature, experience-built human expertise & context. 

This is why, leveraging my 30 years of multi-domain expertise, I offer Boards, CMOs, Investors and Marketing teams THEMARKETAIR—to help C-suite and founders navigate, transform, and win, not just with tech, analytics & tools, but with the required business & stakeholders maturity to adapt & apply them for maximum ROI.

Experience-Built. AI-Powered. Welcome to www.themarketair.com

Board Advisor, Speaker, Coach, CMO & Change Agent

Do you spend more than 5% of your B2B revenue on marketing? 
Can you prove a marketing ROI of 200-500% to your CEO? 
How about growing your marketing performance, team and budget by over 10% in 2026?

Energy for your pipeline. Clarity for your board. Results for your team.

I’m Philippe Ruttens—a C-level marketer with 30 years of experience helping boards and C-suites transform their marketing for today’s fast, uncertain, AI-powered world.

My difference? I’ve lived your challenges from the inside: tight budgets, sky-high targets, unclear ROI, teams running out of steam.

I work as your peer—bringing energy, speed, and clarity back to your marketing and growth.

How I help:
•	Fast workshops to align teams and unlock GTM plans
•	Pragmatic CMO coaching and support—no fluff, real impact
•	Board-level advisory: audit, benchmark, and roadmap for quick wins
•	Speaking/energising your executive events

Results you’ll see:
•	Pipeline and revenue growth
•	Reduced CAC and deal times
•	Real team engagement and alignment
•	Clear ROI and AI-driven insights—board-ready

Let’s turn pressure into pipeline—fast.

How about we go together on a journey into your ROI and boost your 2026 performance?

I have worked with many CEO/CMO’s, companies and teams struggling like you to quantify the ROI of their Marketing & Sales efforts. Based on my 30 years’ B2B marketing experience helping international clients transform their marketing & sales operations, I developed a structured 100%-pragmatic coaching program to measure and boost ROI in B2B companies. 

Through a short audit and using templates, benchmarks and tools to focus on your 20-80, I coach B2B CMOs and marketing teams to manage the right KPIs, develop a simple dashboard, roadmap and adopt a disciplined & flexible way of working towards maximum performance.  

The outcome? Growing your leads, opportunities and revenue generated from marketing, from quick wins this quarter to a sustainable 12-18 months journey.

B2B ROI Marketing Coach - Transforming B2B CMOs and their teams into ROI engines

TITEOS

About TITEOS
Over the last 15 years, Phil Ruttens has been exploring & implementing a range of techniques & habits to boost his energy, health and life. After a 30-year career in B2B marketing, his mission is to guide & enable 1 million entrepreneurs to better health & energy by 2030. 
Launching in March 2025, TITEOS will consist of an online platform using various tools & knowledge, 1-1 and group coaching leveraging data, science & AI to accelerate healthy routines. 

DM Phil for a healthy chat on www.titeos.com or register to be a test client or just our monthly newsletter packed with tips for your lifestyle !

Founder

Malt Strategy 

Worked/ing ad-hoc as a fractional CMO, Demand/Revenue Marketeer and freelance consultant through COMATCH since 2020 as part of my network/portfolio of clients, now through MALT Strategy (acquired COMATCH)

Freelance B2B Marketing Consultant & Interim Manager 

Fractionals United

Member (Fractional CMO)

RevOps Co-op

The RevOps Co-Op is a community built to serve its members through on-demand expertise, best practice content, educational opportunities, and networking events. All go-to-market operations professionals are welcome - from marketing to customer success and everything in between. Join us and grow as a RevOps Pro 🚀

Member

We're on a mission to connect every system in the world.

From USA Today to Tripadvisor, from Vietnam to New York, thousands of businesses are harnessing the power of APIs using Tyk. Over 15 billion “things” are connected to the internet, growing at a rate of a billion per year and APIs are at the centre of this explosion in connectivity. Tyk is committed to enabling interconnectivity between systems and devices and breaking down the barriers to API Adoption.

My goal as CMO is to grow Tyk’s ecosystem, customers and revenue, making Tyk the world’s most loved brand for interconnectivity and API management.

My personal “WHY” is to create stronger & healthier teams, operations and people with a 100% focus on customer-centric growth and measurable impact.

CMOs need to sustainably grow brand demand and revenue pipeline by leveraging data, market and customer insights, user & influencer communities at each stage of their career and journey. My core responsibilities include:
1.	Build a world-class integrated marketing team and customer-centric function 
2.	Grow and report on main marketing & sales KPIs, from brand awareness to full-funnel conversion and velocity 
3.	Align internal product & commercial stakeholders around common goals, operations and buyer journey
4.	Leverage data, analysis and learnings from each touchpoint (customers, partners, prospects, users) to fine-tune targeting, messaging and value proposition(s) 
5.	Develop short- & long-term roadmap for marketing planning and execution
6.	Optimize marketing strategies & campaigns, from messaging and content to channels and dashboards
7.	Oversee development & execution of thought leadership and communications programs at global, regional and local levels

More info on www.tyk.io 
Get Started on https://tyk.io/sign-up/

Chief Marketing Officer (CMO)

ruttens.com

Since 1992, I have been helping large and medium-size Professional Services, IT And Industrial Companies improve their reputation, online footprint and sales through my B2B Marketing, Communications & Demand Generation expertise at Belgium and EMEA Levels.

I balance quick wins and fact-based strategic thinking to boost B2B & Services companies' Marketing & Sales performance in five main ways: Workshops, Coaching, Quick-Scan, short-term, pragmatic "sprint" consultancy or longer-term Interim Management.  Main focus is on growth, strategy, roadmap and transformation.

Key Facts
- 25 years as B2B marketeer
- 8 years Manager for Big 4:  Andersen Consulting/Accenture, E&Y, Cap Gemini
- 8 years as freelance senior consultant
- 8 years as Marketing & Comms Manager (ad interim or fixed) at Accenture, The House of Marketing
- 5 years in KM and market intelligence
- 39 LinkedIn recommendations
- 12 years work in London, Sydney and Glasgow
- 10 years Antwerp-based (flexible commuting to London, Paris or NL)
- 6 years MSc-level training in IT, Economics and International Marketing

Sample Results
- Led and transformed three marketing teams of 4+ people for the digital age
- Managed a range of brand & personas studies, content & digital marketing strategies and inbound-outbound channels, from telemarketing to email, events, web and social media
- Developed and co-delivered demand generation multi-channel campaigns covering 10+ countries and 19 web sites
- Trained & coached over 200 executives & employees over social branding & selling
- Helped increase win rate for over 10 key account teams in Telecom, Insurance and Government (Account-Based Marketing)
- Developed marketing & sales Intranet for 400 sales managers
- Created new marketing information products covering the smart card & consulting market for over 300 senior managers
- Set up and managed EMEA Competitor Intelligence function for over 500 internal clients

For more info and credentials, please visit www.ruttens.com

B2B Marketing & Communications For Professional Services, IT And Industrial Sectors 

Recharge your B2B marketing batteries to expand your online footprint. Accelerate your lead generation & nurturing through quick wins and interim support. Human-to-Human (H2H) marketing, not just B2B.

Focusing on your priority pain points and using a pragmatic mix of consulting advice, campaigns development and implementation through online, social, content and H2H marketing techniques, my passion is to accelerate B2B companies' growth and impact, from medium- to large-size, from short-term consulting missions to longer-term interim management.

My 23-year experience in B2B and professional services marketing & communications at international level are combined with a healthy dose of enthusiasm and understanding of your business strategy. Outside work, my main hobbies are Crossfit, Paleo eating, cinema, foodie and travel experiences. 

Let's meet for a coffee, check out www.ruttens.com for a 1-min test of your B2B batteries too!

⚡ B2B Marketing Booster -⛫ Accelerating B2B companies’ visibility, engagement and leads

FINITE

Member of FINITE, an inspiring global community for marketers in B2B technology & SaaS aiming to connect, share, learn & grow.

Revenue Marketing Alliance

Pleased to be nominated as one of the 20 Revenue Marketing Alliance Ambassadors and keen to educate, learn and grow the essential Revenue focus for #cmos and #b2bmarketing teams worldwide... https://www.revenuemarketingalliance.com/meet-our-ambassadors/

More details on https://www.linkedin.com/posts/revenuemarketingalliance_revenuemarketingalliance-revenuemarketing-activity-7128426045971550210-XOFW

Ambassador

Pavilion

Joined Oct 2021 as Executive Member to learn, network and contribute my 30-year B2B Marketing knowledge & international experience to Revenue Collective (now Pavilion) — a private center for high-growth operators to achieve their professional potential with function-based communities for Sales, Marketing, Customer Success, Revenue Operations, General Operations, Finance.

Executive Member (EMEA)

Experience

• Jan 2025 - Present
Founder & CEO of TITEOS, Healthy Living Coaching Platform & Services at www.titeos.com

• Feb 2022 - Present
CMO (Chief Marketing Office) at www.tyk.io (software, SaaS)

• Sept 2016 - Present
B2B Revenue Marketeer: ABM, Demand Generation, Digital Marketing & Sales Integration. B2B Revenue / Pipeline Transformation - Consultant, Interim Director, Fractional CMO, Consultant, Team / Executive Coach at ruttens.com

- June 2020 - Jan 2022
cleverbridge Global Lead ABM, Demand Gen & Digital Marketing: Responsible for setting up & implementing ABM & Demand Generation operations, including Sales & BDR team integration, digital channels, digital performance, agency coordination, data & dashboards - on consultant & interim manager basis

• Nov 2011 - Sept 2016
Marketing & Communications Manager (Belgium & Luxembourg), Accenture

• March 2010 - Oct 2011
Lead Generation, Online & TeleMarketing Manager Europe, Iron Mountain (Belgium) 

• Nov 2008 - March 2010
Marketing & Knowledge Manager, The House of Marketing (Belgium) 

• Aug 2007 - Oct 2008	
Knowledge Manager, The House of Marketing (Belgium) 

• 2001 – June 2007	
- Freelance Researcher, Writer and Marketing/KM Consultant 
- Editor Capture magazine (Sydney)
- Travel, Portraits and Reportage Photographer			
- Freelance Writer, Commissioning and Sub Editor

• 1998 – 2000	Market Intelligence and Knowledge Manager at 
Cap Gemini Ernst & Young and MasterCard International (London) 

• 1996 – 1998	Media Relations and Competitive Intelligence Manager EMEA at Accenture 

• 1992 – 1995	Marketing Communications Consultant at CLARUS Consulting for clients such as 3M, Europay,  B&W, DHL, Colgate Palmolive and other pan-European client firms (Brussels) 

Education

• MSc in International Marketing 		(Strathclyde University, Glasgow)
• BSc and MSc in Economics and IT     (Namur University, Belgium)
• Professional Photography Practice 		(London College of Printing DALI)

Background

• Born May 1968
• Belgian
• Lived in Australia, London, Belgium, Switzerland and Scotland
• Languages: French (mother tongue), Dutch (good), English (fluent) and Spanish (basic)

Specialties: B2B Marketing, Marcom, Online, SEO, SEA, Social Media,  Lead Generation, Telemarketing, Consulting, Writing, Journalism/PR, Research, KM, Knowledge Management, Strategy, Project management, Competitive intelligence, Communications, Business Development Support

𝗥𝗲𝗮𝗱𝘆 𝗳𝗼𝗿 𝗻𝗲𝘄 𝗖-𝘀𝘂𝗶𝘁𝗲, 𝗚𝗧𝗠 𝗥𝗢𝗜-𝗰𝗲𝗻𝘁𝗿𝗶𝗰 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗰𝗼𝗹𝗹𝗮𝗯?

𝗔𝘃𝗮𝗶𝗹𝗮𝗯𝗹𝗲 𝗳𝗿𝗼𝗺 𝗗𝗲𝗰 𝟮𝟬𝟮𝟱 𝗮𝘀 𝗙𝗿𝗮𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗠𝗢, 𝗚𝗧𝗠 𝗔𝗱𝘃𝗶𝘀𝗼𝗿, 𝗧𝗲𝗮𝗺 𝗼𝗿 𝗕𝗼𝗮𝗿𝗱 𝗖𝗼𝗮𝗰𝗵 — Optimise your GTM/marketing ROI & investor value:

After transforming & executing for B2B C-suite in SaaS, tech, eComm & Prof Services for decades to: boost inbound ROI, fix funnel leaks and bring true board-level value from marketing, 𝗜 𝗮𝗺 𝗯𝗿𝗮𝗶𝗻𝘀𝘁𝗼𝗿𝗺𝗶𝗻𝗴 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 𝘁𝗼 𝗲𝗻𝗮𝗯𝗹𝗲 𝘆𝗼𝘂𝗿 𝗻𝗲𝘅𝘁 𝗴𝗿𝗼𝘄𝘁𝗵 𝗽𝗵𝗮𝘀𝗲—𝗼𝗻 𝗮 𝗿𝗲𝘁𝗮𝗶𝗻𝗲𝗿 𝗼𝗿 𝗽𝗿𝗼𝗷𝗲𝗰𝘁 𝗯𝗮𝘀𝗶𝘀.

̲𝟻̲ ̲𝚠̲𝚊̲𝚢̲𝚜̲ ̲𝙸̲ ̲𝚜̲𝚎̲𝚝̲ ̲𝚝̲𝚑̲𝚎̲ ̲𝚋̲𝚊̲𝚛̲ ̲𝚏̲𝚘̲𝚛̲ ̲𝙶̲𝚃̲𝙼̲ ̲𝚋̲𝚘̲𝚊̲𝚛̲𝚍̲ ̲𝚒̲𝚖̲𝚙̲𝚊̲𝚌̲𝚝̲ ̲𝚒̲𝚗̲ ̲𝟸̲𝟶̲𝟸̲𝟼̲:̲

1️⃣ 𝗥𝗢𝗜 𝗳𝗼𝗰𝘂𝘀 𝗼𝘃𝗲𝗿 𝘁𝗵𝗲𝗼𝗿𝘆: Only 21% of B2B leaders link spend to growth, with 40% of budgets still wasted (Forrester, 2025). I turn marketing from “output” into board-trusted revenue engines through smart KPIs, budget ROI audits & focus on quarterly pipeline targets

2️⃣ 𝗕𝗮𝘁𝘁𝗹𝗲-𝘁𝗲𝘀𝘁𝗲𝗱, 𝘀𝗲𝗻𝗶𝗼𝗿 𝗖𝗠𝗢 𝗽𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲, 𝗯𝘂𝘁 𝗮𝗴𝗶𝗹𝗲: From 1-to-1 coaching with CMO/CROs to running GTM board accelerators, I lived the pressure of quarterly growth, investor scrutiny, and new tech cycles. At Tyk, for example, my reporting & dashboard overhaul improved exec alignment speed & Board trust 

3️⃣ 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹, 𝗻𝗼𝘁 𝗽𝗶𝗲-𝗶𝗻-𝘁𝗵𝗲-𝘀𝗸𝘆: Whether it’s automating/scoring follow-up for 2-week faster cycles or revamping pipeline journeys to lift conversions by 20%, my style is hands-on, data-driven, mapped to Board outcomes

4️⃣ 𝗣𝗿𝗼𝗼𝗳 𝗶𝘀 𝗽𝘂𝗯𝗹𝗶𝗰: Real-world client recommendations (45 of them:) highlight my impact— from fast changes, to my mentor-style team leadership and holistic expertise, for faster growth & KPI/ROI optimisation

5️⃣ 𝗟𝗮𝘁𝗲𝘀𝘁 𝗯𝗲𝘀𝘁 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲𝘀 𝗯𝗿𝗼𝘂𝗴𝗵𝘁 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗕𝗦: Pulling from data, influencer insights across LinkedIn, industry podcasts & current CMO circles, every method I use aligns with what’s driving results for leading B2B brands today—not 2024 playbooks

𝗜𝗳 𝘆𝗼𝘂𝗿 𝟮𝟬𝟮𝟲 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝗲𝘀 𝗶𝗻𝗰𝗹𝘂𝗱𝗲:
 • Making every marketing $/£/EUR accountable (& visible)
 • Breaking siloed GTM teams for faster revenue
 • Proving pipeline impact to sceptical boards
 • Implementing hybrid human+AI strategies that actually work in the field

𝗟𝗲𝘁’𝘀 𝘁𝗮𝗹𝗸. 𝗢𝗽𝗲𝗻 𝘁𝗼 𝗳𝗿𝗮𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗠𝗢 𝗿𝗼𝗹𝗲𝘀, 𝗕𝗼𝗮𝗿𝗱/𝗚𝗧𝗠 𝗽𝗿𝗼𝗷𝗲𝗰𝘁𝘀 𝘄𝗼𝗿𝗸𝘀𝗵𝗼𝗽𝘀,  𝗼𝗻𝗴𝗼𝗶𝗻𝗴 𝗮𝗱𝘃𝗶𝘀𝗼𝗿𝘆/𝗰𝗼𝗮𝗰𝗵 𝗿𝗲𝘁𝗮𝗶𝗻𝗲𝗿𝘀 for ambitious firms in London, BE, NL, DE & beyond.

Want to see how true CMO-to-Board alignment changes your game, how simple shifts in buyer journey mapping or AI adoption cut costs & raise pipeline performance, DM or comment for checklist & insights.

Sharing is caring; likewise, feel free to leverage my 24k network! #OpenToWork

B2B Revenue Marketer: 30yr Experience & 45 Recommendations | Fractional 🏆 CMO to Watch 2025 | Coach Marketing/GTM Leaders for 📈 Marketing ROI in 2026 | B2B Board Advisor 📣 Speaker & Host 🤵‍♂️ Holistic Health Coach

View the open to work details of Philippe

Looking for Chief Marketing Officer, Marketing Director, CMO, Senior Vice President Marketing and Chief Revenue Officer (CRO) roles

⛔ 𝗬𝗼𝘂𝗿 𝗕𝟮𝗕 𝗴𝗿𝗼𝘄𝘁𝗵 𝘀𝘁𝗮𝗹𝗹𝘀 𝘄𝗵𝗲𝗻 𝘀𝗶𝗹𝗼𝘀 𝘀𝗵𝗮𝗽𝗲 𝘆𝗼𝘂𝗿 GTM 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆, instead of shared KPIs & mindset.

🟩 𝗠𝘆 𝘁𝗼𝗽 🔟 𝟭𝟬 𝗮𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 𝘁𝗶𝗽𝘀 𝗳𝗼𝗿 𝗖-𝘀𝘂𝗶𝘁𝗲 𝘁𝗲𝗮𝗺𝘀 who want proven marketing ROI in 2026: 

 1. Break silos—integrate taxonomy, KPIs and OKR data across team plans

 2. Anchor inbound & outbound decisions to top 3 revenue KPIs, not just activity or volume

 3. Refine & debrief on shared dashboards for total, real-time visibility

 4. Focus—cut the fluff and double down on what delivers core Board results

 5. Craft emotional, story-driven messaging for impact

 6. Pull the right GTM lever(s) for each commercial time horizon, not just next quarter

 7. Test assumptions fast, validate externally with buyers, prospects and partners

 8. Deploy practical AI for sales & marketing scale—don’t chase shiny objects, mix human & automation, around 50-50

 9. Invest in employee, ambassadors and team (social) brand authority for long-term ROI from brand trust

 10. Measure only what drives strategic outcomes from your Board & investors' plan—ditch vanity metrics

📕 In Nitin Kartik brand new book "Wisdom From Wizards", I break down some of the 𝟭𝟬𝟬+ 𝗟𝗲𝘀𝘀𝗼𝗻𝘀 𝘁𝗼 "𝗔𝗰𝗰𝗲𝗹𝗲𝗿𝗮𝘁𝗲 𝗖𝗹𝗮𝗿𝗶𝘁𝘆, 𝗖𝗼𝗻𝘃𝗶𝗰𝘁𝗶𝗼𝗻, 𝗮𝗻𝗱 𝗖𝗮𝘀𝗵𝗳𝗹𝗼𝘄" with C-suite leaders.

📐 𝗧𝗿𝘂𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗥𝗢𝗜 𝗶𝘀𝗻’𝘁 𝗮 𝘀𝗼𝗹𝗼 𝗺𝗲𝘁𝗿𝗶𝗰—it’s the product of alignment, clarity, and accountability across every function. 

📽️ Watch my 2-minute video with Nitin for more on growth mindset and real C-suite results (see comment)

View newsletter: THEMARKETAIR B2B Mktg ROI Tips

In his brand new Wisdom From Wizards book Nitin Kartik, over 100 leaders decode the seven sins—the subtle traps stalling B2B growth, incl 100+ "Lesson

Open article: 100 ROI Potions for AI Marketing Wizards by Philippe Ruttens • 3 min read

Struggling to Build Healthy Habits? 𝗬𝗼𝘂’𝗿𝗲 𝗡𝗼𝘁 𝗔𝗹𝗼𝗻𝗲.

⏳ Busy founders, executives, and professionals often say: “I don’t have time for the gym, prepping healthy meals, or creating new routines.” 🫠
𝗜 𝗴𝗲𝘁 𝗶𝘁—𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝗜’𝘃𝗲 𝗹𝗶𝘃𝗲𝗱 𝗶𝘁 𝘁𝗼𝗼. 𝙵̲𝚘̲𝚛̲ ̲𝟷̲𝟻̲+̲ ̲𝚢̲𝚎̲𝚊̲𝚛̲𝚜̲.̲.̲.̲

That’s why I’m launching my 𝗻𝗲𝘄 #𝗧𝟯𝗧 𝘃𝗶𝗱𝗲𝗼 𝘀𝗲𝗿𝗶𝗲𝘀, the "TITEOS 3-Tips": 
- Three simple, actionable microhabits & practical tips for healthier living, built for your high-pressure lifestyle
- Each of those 20+ short posts + video is focused on one most-asked question & topic, 𝗳𝗿𝗼𝗺 𝗦𝗹𝗲𝗲𝗽 𝘁𝗼 𝗡𝘂𝘁𝗿𝗶𝘁𝗶𝗼𝗻, 𝗘𝘅𝗲𝗿𝗰𝗶𝘀𝗲𝘀 𝘁𝗼 𝗠𝗶𝗻𝗱 & 𝗦𝘁𝗿𝗲𝘀𝘀 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁
- All packed in 3 mins of goodness for your days

𝗠𝗼𝘀𝘁 𝗯𝘂𝘀𝘆 𝗽𝗿𝗼𝘀:
- Trust their doctor to “fix it” with a pill
- Try overwhelming coaching apps & too-young coaches who don’t understand real life & business pressures
- Get generic advice (or worse, hypes & fakes) that never sticks

With TITEOS, I share 15+ years of lived experience(s)—real, sustainable health strategies & habits shaped by my own journey for yours.
𝗦𝘁𝗮𝘆 𝘁𝘂𝗻𝗲𝗱 𝗳𝗼𝗿 𝗺𝘆 𝗳𝗶𝗿𝘀𝘁 𝗵𝗮𝗯𝗶𝘁 𝗯𝗹𝗼𝗰𝗸 𝘁𝗼𝗺𝗼𝗿𝗿𝗼𝘄: Three quick tips for healthier routines—designed to fit your life, not disrupt it.
🙌 Ready to go beyond quick fixes?
👉 Follow for short-form videos to boost your energy, focus, and well-being.

I help senior execs to... 🥗 Build & keep healthy habits easily 🧠 Energise & change marketing for the new AI age 🏆 CMO to Watch 2025 📈 B2B C-Level Advisor🤵‍♂️ Holistic Health Coach 📣 Speaker & Host 🚀 Founder

Great to see Vladimir Blagojević FullFunnel.io spotlighting what so many execs feel – attribution gaps, short-term goals, and cross-functional silos remain the toughest revenue blockers for B2B CMOs, CROs, and CFOs. 

As the "2025 AI hype year" as well as "2026 budget period"  ends soon, CFO & COOs are even more focused on risk & resources ROI.
CEOs need strong leadership alignment, both quarterly & yearly growth, CROs break through role misalignment to unify GTM.

Agree with the post below, THEMARKETAIR, sustainable growth means:

1- Small cross-functional pilots/reporting
2- Strong ops/data steps
3- Evolution over revolution in marketing mix: Run pilot programs, use data/science-driven routines, operationalise wins (with practical playbooks  leveraging AI)

Yes, sure, brand and pipeline health aren’t built overnight and are needed in the budget mix due to buyer journeys, and leaders need less pressure to deliver... BUT, unless you work for non-profit, maybe, marketing leaders must push their team for revenue-centric, sales KPIs-backed, AI-optimised, and aligned GTM strategies across commercial & product teams

Yesterday's post btw https://lnkd.in/ebpkG9J4
Would love further dialogue with anyone keen to champion the “centre of excellence” approach for marketing, sales, and finance teams!

Full-Funnel ABM and Demand Gen For B2B Companies w/ High ACV | Co-Founder @ FullFunnel.io

What's on top of mind of B2B CMOs?

We asked 50 enterprise marketing leaders what's in the way of hitting pipeline and revenue targets. This is what they said. 

1. 65% CMOs struggle proving marketing's revenue and pipeline contribution

"Deals take months, sometimes years. Multiple internal discussions and back-and-forth before decisions. 

Buyer journeys aren’t linear. Buyers might read our content, attend an event, see us on LinkedIn, talk to a partner, and only then reach out to sales

But in the CRM, all that early influence disappears, and the "credit" goes to whatever the last touch was before the deal.

That creates a gap in understanding and undervalues marketing’s role in creating the conditions for a sale." -- Hanna Kvamme

What is the result?

2. "We become pipeline obsessed hamsters on a quarterly wheel" (Emma Clayton), and lack long-term brand programs to create awareness and build trust with target accounts (39%)

Without clear attribution to early and middle-funnel activities, leadership doubles down on short-term ROI.

Here's the pattern every CMO recognizes:

You are pressured to pour everything into hitting this quarter's number. You squeeze every last drop of juice from the existing pipeline and demand. 

But by meeting this quarter's number, you've depleted next quarters' pipeline. Because you didn't get to invest in the activities that build awareness and trust six to nine months out.

And leadership happilly raises the bar. 

3. 42% lack cross-functional collaboration with sales

Without a shared understanding of how the pipeline is actually built (and which signals, content and activities matter along the way) you end up with siloed teams, pulling in different directions. 

Even with best intentions to work close together, misaligned incentives get in the way. 

Without an orchestrated effort across GTM teams, it becomes impossible to influence the complete buyer journey. 

--- 

Most marketing leaders inherit this situation. They didn't create it. They're doing their best within impossible constraints.

They know the playbook is broken. They know buyers don't actually move through linear funnels.

Many CMOs describe feeling stuck between two impossible choices. 

1. Continue executing a strategy they know is broken
2. Attempt a complete overhaul that leadership won't fund and won't give them time to implement. In other words, a "revolution"

Revolutions get marketing leaders fired. 

What works is evolution of your marketing mix and how your teams operate. 

Done step by step: 
1. Seed the grains of change
2. Run small-scoped cross-functional pilot programs that connect the dots between marketing, sales, and revenue ops. 
3. Operationalize what's working with clear playbooks and AI
4. Build a center of excellence for gradual scaling and experimentation. 

That's how you create sustainable, long-term growth without getting replaced in the process.

Stay tuned as Andrei Zinkevich and me are working on the complete report.

I love inspiring & getting inspired in 1-1s with "youngsters".

Shout out to Ryan Keeler cliff Tang Vladimir Blagojević Harold Roegiers to name a few this week...

I got well over 50x more impressions vs my long LinkedIn posts from my simple, two-line comment on this MIT Technology Review ranking: 

"Why always "under 35" and never see list of "Above 50" or "Above 55" ?

Yes, I am closer to 60 than 50, and certainly not daring to (ask) be on such list....

BUT why such age discrimination still in 2025?

I researched (pls tell me if you find one) all the lists worldwide.

Pind drop. WiFi router restarting.

...apart from Forbes (good on you) "50 Women over 50" absolutely ZERO such global list has been published this year on global basis. 

CALLING 50+ Idris Elba, Brad Pitt, George Clooney, Pedro Pascal to this fight ;)

Driven, battle-tested Gen X with close to three decades of experience have a key role to play.

We glue today's AI-powered, multi-generational teams & stakeholders. 

Human emotions & mindsets will always prevail to ensure any AI agent, workflow or the like actually delivers real ROI. 

PS: Closest such ranking found include APP “Hottest Actors Over 50”, City & State NYC “50 Over 50" (2025), Campaign Asia-Pacific "50 Over 50" (2025). 

Comments or Crickets?

Open article: Introducing this year’s list of 35 Innovators Under 35 by MIT Technology Review • 3 min read

Introducing this year’s list of 35 Innovators Under 35

Stop burning budget—Start owning your 2025-26 Marketing ROI

Feeling boardroom pressure as CEO/CMO? 

When the CFO asks, "What’s our actual ROI?"—are you scrambling for answers, stuck on vanity metrics? You’re not alone: only 21% of B2B leaders can map spend to pipeline Forrester

Up to 40% of your budget is wasted on non-revenue drivers. Even after this year's team cuts!

Hard truth: Board trust erodes every time you can’t link marketing to real revenue.

My new S1E1 series focused on Marketing + AI + ROI (MAIR) provides 3 quick ways to help #marketing leaders flip the script:
1- Set quarterly ROI goals tied to pipeline, not activity views
2- Ruthlessly audit budget—cut 10% from low-ROI spend every month
3- Build dashboards that speak the language of your CEO & investors (pipeline, CAC, payback—not MQLs!)

Companies with GTM clarity crush targets. Stop chasing vanity. Start driving board confidence & revenue growth.

📩 DM me or comment for a free ROI audit.

Stop Burning Marketing Budget Without Knowing Your Real ROI You're in the boardroom. The CFO asks: "What's our actual marketing ROI?" or "What are you

Open article: 3 tips to ROI your 2026 marketing budget by Philippe Ruttens • 2 min read

𝗔𝘀 𝗮 𝗕𝟮𝗕 𝗖𝗠𝗢 & 𝗚𝗧𝗠 𝗟𝗲𝗮𝗱𝗲𝗿, 𝗜 𝘀𝗲𝗲 𝘁𝗵𝗲𝘀𝗲 𝘁𝗼𝗽 𝟱 𝗽𝗮𝗶𝗻 𝗽𝗼𝗶𝗻𝘁𝘀 𝗲𝘃𝗲𝗿𝘆 𝗤𝟰:

 1️⃣ Misaligned leadership—58% of CEOs blame missed targets on exec disconnect

2️⃣ Pipeline velocity & quality lagging behind targets

3️⃣ Unclear ROI—difficulty linking spend to real revenue growth

4️⃣ Rising CAC and sluggish payback periods

5️⃣ Funnel and stakeholder misalignment slow deals & block growth

𝗟𝗮𝘁𝗲𝘀𝘁 𝗕𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗿 𝟮𝟬𝟮𝟲 𝗕𝗼𝗮𝗿𝗱 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 𝗶𝗻𝗰𝗹𝘂𝗱𝗲:

 • Average Marketing ROI: 5:1 (Leaders hit 6-7:1 with AI/data)
 • Marketing-sourced pipeline: 35-50%
 • Sales Win Rate: 20-25%
 • MRR Growth: 22% median
 
✅ I’m launching a 𝗖-𝗟𝗲𝘃𝗲𝗹 𝗯𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸𝗶𝗻𝗴 𝗺𝗶𝗰𝗿𝗼𝘀𝗶𝘁𝗲 𝗲𝗻𝗱 𝗢𝗰𝘁 𝘄𝗶𝘁𝗵 𝟮𝟬𝟮𝟲 𝗥𝗢𝗜 𝗰𝗵𝗲𝗰𝗸𝗹𝗶𝘀𝘁𝘀 for CEO, CFO, CMO and CRO. 

❓❓𝗪𝗮𝗻𝘁 𝗮 𝗾𝘂𝗶𝗰𝗸, 𝟭𝟱–𝗺𝗶𝗻 𝗽𝗲𝗲𝗿 𝗰𝗵𝗮𝘁 𝘁𝗼 𝗴𝗲𝘁 𝘁𝗵𝗲 𝗳𝗶𝗿𝘀𝘁 𝗹𝗼𝗼𝗸, 𝗰𝗼𝗺𝗽𝗮𝗿𝗲 𝗞𝗣𝗜𝘀, and swap ideas? Reply ‘YES’ or DM for your link 

READ MORE below about my 𝗧𝗼𝗽 𝟴 𝗧𝗶𝗽𝘀 𝘁𝗼 𝗡𝗮𝗶𝗹 𝗬𝗼𝘂𝗿 𝟮𝟬𝟮𝟲 𝗕𝘂𝗱𝗴𝗲𝘁...

If you’re reading this as Q4 closes & FY26 Budget round ends, you might relate: some years, I’ve hit all the targets; other years, I’ve missed more th

Open article: 8 Board Power Moves for your 2026 Marketing Budget ROI by Philippe Ruttens • 3 min read

8 Board Power Moves for your 2026 Marketing Budget ROI

Many CRO, CMO, CFO, CPO & CCOs struggle to tie marketing spend to real pipeline & ROI. 

Let's pray that the CEO ain't on the list too ;) 

Disconnected GTM plans, murky or disconnected accountability.
AI buzz with little impact. 

I used to believe deep industry experience & domain skills alone solved this.

But the shift came when I reframed my approach for 2026...

Leading board-level GTM/ROI transformations need fast wins, YES
BUT NOT without cross-functional alignment for shared ROI. 

Augmented by the right AI.

NEITHER gimmicky, features/agents /tools-first NOR pipeline-ignorant  "magic tricks".

With THEMARKETAIR my purpose is to help executives move from “volume” to true business value—bringing Marketing teams & CMOs pipeline clarity, trust & agility to their boardroom.

QUICK TIP: Map each C-level’s top pain point to succeed in 2026.

CALLING CMOs: Let's bring together a proven framework—linking every £/EUR/$ to pipeline value. Rebuild trust between marketing, sales and finance.

If you want 2026-ready GTM and real ROI, DM me or READ THEMARKETAIR

💸 𝗜𝘀 𝗬𝗼𝘂𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗥𝗢𝗜 𝗙𝗮𝗹𝗹𝗶𝗻𝗴 𝗦𝗵𝗼𝗿𝘁? 🩳 You’re Not Alone.

This year, most marketing teams have been halved, hoping to drive efficiency and productivity. 
But despite smaller teams, many still struggle to deliver:
1️⃣ Optimal cost per deal
2️⃣ The right pipeline velocity
3️⃣ Lead quality that matches their ICP

𝗪𝗵𝘆? Because their segmentation, PMF, content, inbound strategy & tactics mix aren’t fully aligned with other stakeholders.

𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁? 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗥𝗢𝗜 𝗶𝘀 𝘁𝗼𝗼 𝗵𝗶𝗴𝗵 meaning MRR, ACV, opportunities, or deals generated are just too low for the spend. Or, it simply takes too long for qualified deals to close due to a lack of leadership/maturity.
+ all too often, reporting, alignment, and Board KPIs integration just aren’t there.
𝗔𝗳𝘁𝗲𝗿 𝘁𝗵𝗿𝗲𝗲 𝗱𝗲𝗰𝗮𝗱𝗲𝘀 𝗵𝗲𝗹𝗽𝗶𝗻𝗴 𝘁𝗲𝗮𝗺𝘀 𝗼𝘃𝗲𝗿𝗰𝗼𝗺𝗲 𝘁𝗵𝗲𝘀𝗲 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀, I’m launching the MAIR 3-min video series: each THEMARKETAIR episode delivers 3 quick, punchy, directly actionable tips to help B2B marketing teams boost ROI in Q4 and 2026.
𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴+𝗔𝗜+𝗥𝗢𝗜 = 𝗠𝗔𝗜𝗥
🎬 Stay tuned for my first post: Simple ways to accelerate your pipeline and lift your ROI—ready to go! MORE On https://lnkd.in/enwsSniW 

👉 Follow for high-impact, no-fluff videos built for today’s marketing pros who want real, measurable results.

What’s really shaking up the way we work today? 🚀

🗑️ ♻️ These last few days, after trashing good old McKinsey & Company, the new hot LinkedIn trend seems to be to go after Accenture layoffs and "older" knowledge workers... in our exciting AI age. 

Allow me to chip in here, "just" based on my 30-year battle-tested experience as a CMO, team lead, contractor, consultant (yep, incl EY Accenture Capgemini, gosh even Andersen Consulting in the 90s:) at many shapes & sizes of firms & people:

1️⃣ The real disruption happening isn't just AI—it's the speed at which every skill, mindset, sector & role must adapt and evolve
2️⃣ Outcome focus isn't new. Marketing, sales, design, content, consulting—if what you deliver isn't valued, it's at risk (I like to deliver marketing ROI personally;)
3️⃣ Accenture (and big firms) look slow, yet they are masters at pivoting. If you read the signals, you know: transformation and upskilling are non-negotiable.
4️⃣ Gen Z, Y, X and beyond: Choose growth over scarcity. Relevance is earned daily—by learning, optimising, and embracing change.
5️⃣ Layoffs hurt, but the true safety net now is your unique value, not your employer. Your mindset is your edge.

... MORE next week on this in my newsletter THEMARKETAIR (link in comment) 
𝗚𝗲𝗻 𝗭, 𝗬, 𝗫 𝗮𝗻𝗱 𝗯𝗲𝘆𝗼𝗻𝗱: Choose growth over scarcity. Relevance is earned daily—by learning, optimising, and embracing change.

PS: Human & AI here. Experience & creativity still rule… for now!
Agree? Eric Wise Anane Ebenezer Amber G. Davis Nate Suda
Esther Jörg Richard Charles Giroux– SUNAND SHARRMA Vishal Kushwaha Communicate to Elevate Sandi Besen Sagar Z. Margaret Spence DANIELLE ROBINSON  Viraj Damani Elango Ponnusamy Kirk Harper Miller Canning Camilla Stein

5 Key Takeaways for your AI career

Recent news about tools & companies highlights the pace at which AI is learning & adapting to reshape roles, companies, industries and mindsets. 

READ MORE in my article below, but three key points to add:

1- The interplay between individual mindset & human experience is crucial. While AI excels at data processing & pattern recognition, it cannot replicate (yet) the depth of human maturity, intuition & empathy that guide meaningful decision-making (essential in transformation efforts)

2- Leading firms integrate AI to augment human capabilities, fostering innovation while emphasising ethical and strategic leadership. Their approach often involves a hybrid model—leveraging AI for efficiency & insights while relying on diverse human perspectives for culture, empathy, and long-term vision

3- Regarding generational influence, younger professionals often propel digital fluency and AI experimentation, embracing risk & rapid iteration. In contrast, older generations contribute invaluable wisdom, strategic thinking & contextual understanding shaped by decades of on-the-ground experience. Together, they co-create a transformational journey that is both innovative and sustainable
https://lnkd.in/eXZq5Zua

As a 57-year-old CMO with 30 years of B2B marketing experience, I sometimes wonder how I can still contribute best "at my old age" to Boards, C-suite 

Open article: Human brain + AI engine: How Multi-Gen Teams Drive B2B's Future   by Philippe Ruttens • 4 min read

Human brain + AI engine: How Multi-Gen Teams Drive B2B's Future

Feeling busy? Think again! ⏳

You Do Have Time... for your health. Do it !
Check out these 18 simple tips to make space for better mental & physical energy, best 5 mins of your week;)

Your Health is your Wealth. Nothing else matters.... 😊✨
TITEOS is just one DM or call away to guide you... ;)

Credits & Thanks to Andrew Huberman podcast, in this case with @dj_shipley85 GBRS Group

18 Small Actions & Micro-Habits to fit easily your life

🪑 𝗜𝘀 𝗬𝗼𝘂𝗿 𝗖𝗵𝗮𝗶𝗿 𝗔𝗴𝗲𝗶𝗻𝗴 𝗬𝗼𝘂 𝗙𝗮𝘀𝘁𝗲𝗿 𝗧𝗵𝗮𝗻 𝗬𝗼𝘂𝗿 𝗖𝗮𝗹𝗲𝗻𝗱𝗮𝗿? 

40% of execs run on empty, and 8+ hours sitting can cost you years of life... 

Who wants to see 💀 Death early? Not me!

🏎️ 𝗜𝗺𝗮𝗴𝗶𝗻𝗲 𝘆𝗼𝘂𝗿 𝗯𝗼𝗱𝘆 𝗮𝘀 𝗮 𝗙𝗲𝗿𝗿𝗮𝗿𝗶 𝗹𝗲𝗳𝘁 𝘁𝗼 𝗿𝘂𝘀𝘁: fed junk, rarely driven, low-octane fuel—it looks powerful, but under the hood it’s failing.

👩 𝗠𝗲𝗲𝘁 𝗦𝗮𝗿𝗮𝗵, 𝗮 𝗙𝗼𝗿𝘁𝘂𝗻𝗲 𝟱𝟬𝟬 𝗩𝗣, 𝗹𝗶𝗸𝗲 𝘆𝗼𝘂 & 𝗺𝗲, 𝘂𝗻𝘀𝘁𝗼𝗽𝗽𝗮𝗯𝗹𝗲, 𝗿𝗶𝗴𝗵𝘁? 
...she now seems stuck in a whirl of Zooms, desk aches, and brain fog. By midday, she crashes, chasing energy with more coffee and screens. I was there too: 15 years draining my health, thinking exhaustion was "normal.

𝗥𝗘𝗔𝗗 𝗠𝗢𝗥𝗘 - I share in my latest article a simple, micro-habits  
"𝟴-𝗦𝘁𝗲𝗽 𝗛𝗲𝗮𝗹𝘁𝗵 𝗚𝘂𝗶𝗱𝗲 𝗳𝗼𝗿 𝗕𝘂𝘀𝘆 𝗘𝘅𝗲𝗰𝘀", takes 2 mins to read...

NO gym, diet or supplements needed. Free, cheap, fast habits.
A few tiny tweaks can help you outpace fatigue, pain, and burnout. 

𝗥𝗲𝗮𝗱𝘆 𝗳𝗼𝗿 𝗮 𝗿𝗲𝗯𝗼𝗼𝘁?

t’s time for some real talk: if your chair has more miles than your shoes, your lifestyle could be significantly shortening your health span. It's abo

Open article: Sedentary = See Death Early?  Your 8-step Exec Health Guide by Philippe Ruttens • 2 min read

Sedentary = See Death Early?  Your 8-step Exec Health Guide

40% of executives are constantly dehydrated, slashing their daily energy.

Sitting 8+ hours a day is tied to much higher risks of disease and burnout.

Build tiny rituals—movement breaks, real hydration, better sleep—for a true executive edge. 

Check out my quick 8-Habit Health for ExecsGuide... or DM for personal advice!

Swap just one sedentary habit for movement or hydration this week—change starts small.

View newsletter: Healthy Living for Busy People

Quick Reality Check: If your chair covers more ground than your shoes, your health span is shrinking—fast. Busy execs and knowledge workers are gettin

Open article: Sedentary = See Death Early? Unlock Your 8-Habit Exec Health Routine! by Philippe Ruttens • 1 min read

Sedentary = See Death Early? Unlock Your 8-Habit Exec Health Routine!

Yet another "banger" from B2B Superstar Gurus Vladimir Blagojević Andrei Zinkevich FullFunnel.io ;)

Excellent demonstration of how AI workflows can drive true #GTM impact when fused with deep ICP insight and smart data plumbing—not just automating old habits. 

At THEMARKETAIR, I’ve seen:

1- too many teams stuck in “random acts of marketing” with disconnected CRM/engagement signals. Integrating buyer intel, engagement data, and human feedback, like your Replit Claude approach, improves sales-marketing alignment & accelerates pipeline quality.

2- The biggest win: using AI to prioritise and personalise at the account and buying committee level, not just scale noise. 

3-Smart playbooks, quality benchmarks, and iterative human-AI loops are what separate high-performing B2B marketing teams in 2025/26. 

4-That’s the level of orchestration exec teams and boards need to boost CAC payback and ROI. Great pilot—keen to see how this scales...

If others here are tackling similar “data blindness” and GTM alignment challenges, happy to compare notes and share how to transform pipeline velocity AND stakeholder credibility by focusing on the right signals and deep content personalisation.

Fully personalized 1:1 ABM program: a Replit + Claude workflow.
(How to deploy AI to generate pipeline, not just scale broken tactics)
 
1. Fix account blindness & data silos
 
Many GTM teams struggle with account blindness:
- Sales are unaware of marketing touchpoints with target accounts (beyond "leads from gated PDFs/webinars")
- Marketing never gets sales’ insights to create relevant content and personalize campaigns
- Data sits in disconnected tools
 
I've been prototyping a solution with Replit’s Agent 3 + Connectors:
- Pull the target account & buyer list from HubSpot
- Connect all account data from siloed systems
 
With this 360° account view , Replit can now help me:
- Prioritize accounts deserving a 1:1 approach (Step 2)
- Run additional deep research of top accounts (via Claude)
- Prepare 1:1 personalized campaign (Step 3)
- Push all this info back to HubSpot so it's available to sales
 
2. Prioritize accounts based on signals and insights
 
We now have a custom Replit dashboard with a combined view of:
 
a) Engagement signals
- High-intent website visits from Dealfront
- Detailed webinar engagement from Goldcast
- Buyer contributions to content collabs
 
b) Account insights from our own and Claude's deep research
 
c) Insider information - challenges and priorities shared by target buyers via
- Content collabs
- Webinar polls/Q&As/registration forms
- Social and email conversations
- Transcribed interviews and calls
 
d) Buying committee engagement & relationships. Individual buyers engaged via
- Social and email convos
- Webinars (incl. questions they asked, polls submitted)
- Newsletter
 
This makes it easy to prioritize accounts deserving a 1:1 approach.
 
3. Build the 1:1 campaign
 
Replit can use the collected data and additional research to prompt Claude assistants trained to draft:
 
- Account "love letters"
- 1:1 personalized solutions & business cases
- 1:1 Content hubs
- 1:1 personalized messages to use to reach out to buyers based on signals, and to distribute this account-specific content
 
---
 
There is no "magic AI agentic workflow" driving pipeline on an auto-pilot, despite the AI circus in our LinkedIn feeds.
 
This only works because we:
 
1. Use deep insights and research about the target ICP segment as input for AI
2. Always request quotes to prevent hallucination and preserve buyer language
3. Give AI detailed playbooks based on processes we have proven and refined through many iterations. Pilot → document & refine → prompt
4. Show AI what 'good looks like' with examples of high-quality output (quality benchmarks)
5. Build in human feedback loops and (AI + human) quality checks
 
Caveat: This is still POC with some manual plumbing & steps. But it shows how teams can stop using AI to scale broken tactics and mediocre content, and start building real pipeline with AI-powered workflows.
 
P.S. If not familiar, Replit lets non-coders build apps & automations on top of your data with connectors (https://replit.com)

Confused? How to boost your 2026 GTM impact?

It seems that some don't know how to choose the right "external talent" to augment their team in a hybrid, most cost-efficient way... 

And I don't mean (just) AI + HUMANS (yes, they stil do exist;)

Why & how to increase your marketing team's ROI aka Pipeline efficiency & growth? 🤔

Check out this quick guide to find the right fit for your team. 🚀
Let’s get started THEMARKETAIR = Marketing + AI + ROI !

Fractional CMO, Consultant, Coach or Advisor: Why?

𝗙𝗥𝗜𝗗𝗔𝗬 𝗥𝗔𝗡𝗧 - Do you agree? 

8͟0͟%͟ ͟o͟f͟ ͟m͟y͟ ͟(͟y͟o͟u͟r͟s͟ ͟t͟o͟o͟?͟)͟ ͟L͟i͟n͟k͟e͟d͟I͟n͟ ͟w͟a͟l͟l͟ ͟i͟s͟ ͟s͟p͟a͟m͟m͟e͟d͟,͟ ͟f͟l͟o͟o͟d͟e͟d͟,͟ ͟h͟y͟p͟e͟-͟r͟i͟c͟h͟ ͟p͟o͟s͟t͟s about playbooks, "quick-fix" prompt guides, workflows, tools, demos, agent this, MCP that...

𝗝𝗲𝗳𝗳 𝗕𝗲𝘇𝗼𝘀 𝗶𝘀 𝘀𝗼 𝗿𝗶𝗴𝗵𝘁 𝘁𝗼 𝘀𝗮𝘆 𝗺𝗼𝘀𝘁 𝗚𝗲𝗻 𝗭 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗴𝗲𝘁 𝘁𝗵𝗲𝗶𝗿 𝗵𝗮𝗻𝗱𝘀 𝗱𝗶𝗿𝘁𝘆 in so-called "boomer" teams for a few years before they claim/hope to "make $1.5m in a year" (or was it a week;). 
Unless they are scammers or dreamers of course.

𝗦𝘂𝗿𝗲, 𝗣𝗹𝗮𝘆𝗯𝗼𝗼𝗸𝘀, 𝗔𝗜 𝘄𝗼𝗿𝗸𝗳𝗹𝗼𝘄𝘀, 𝗦𝗽𝗮𝗰𝗲𝘀, 𝗖𝗹𝗮𝘂𝗱𝗲 𝗣𝗿𝗼𝗷𝗲𝗰𝘁𝘀, 𝗲𝘁𝗰 𝗖𝗔𝗡 𝗱𝗲𝗹𝗶𝘃𝗲𝗿 𝗵𝘂𝗴𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝘃𝗶𝘁𝘆 𝘄𝗶𝗻𝘀 & "𝘀𝘄𝗲𝗲𝘁 𝘁𝗼 𝗖𝗙𝗢" 𝗗𝗶𝘀𝗰𝗿/𝗛𝗖 𝗯𝘂𝗱𝗴𝗲𝘁 𝗥𝗢𝗜. 
And yes, Playbooks help to coach, train, and educate C-suite and mid-management about potential gaps, business cases & wins.

𝗕𝗨𝗧 𝗳𝗿𝗼𝗺 𝗺𝘆 𝗱𝗮𝗶𝗹𝘆 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝘄𝗮𝗹𝗹.... 𝗜 𝗿𝗮𝗿𝗲𝗹𝘆 𝘀𝗲𝗲 "𝗯𝗶𝗴 𝗔𝗜 𝗽𝗿𝗼𝗺𝗶𝘀𝗲𝘀," aka shiny tools & the likes, cover real pain/problem-centric thought leadership, proven business cases,pipeline growth & velocity focus, ROI, KPI, OKRs FIRST before talking solutions & tools.

𝗖𝗙𝗢, 𝗖𝗥𝗢, 𝗖𝗦𝗢, 𝗖𝗘𝗢, 𝗖𝗢𝗢... 𝗮𝗻𝗱, 𝗲𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗹𝘆, 𝗖𝗠𝗢𝘀: Thanks to keep it real, don't succumb to the nicely crafted (worse even, automated) Linkedin posts without checking first the real experience, consultative analysis, problem-defining & solving phase....𝗯𝗲𝗳𝗼𝗿𝗲 𝗹𝗼𝘀𝗶𝗻𝗴 𝗽𝗶𝗹𝗼𝘁 𝘁𝗶𝗺𝗲, 𝘄𝗼𝗿𝘀𝗲, 𝗱𝗶𝘀𝗰𝗿𝗲𝘁𝗶𝗼𝗻𝗮𝗿𝘆 𝗯𝘂𝗱𝗴𝗲𝘁 𝘁𝗼 𝘁𝗵𝗲 𝗽𝗿𝗼𝗺𝗶𝘀𝗲𝗱 𝗹𝗮𝗻𝗱 𝗼𝗳 𝗛𝗲𝗮𝗱𝗰𝗼𝘂𝗻𝘁 𝗯𝘂𝗱𝗴𝗲𝘁 𝘀𝗮𝘃𝗶𝗻𝗴𝘀 𝗼𝗻𝗹𝘆.

𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝘀𝗵𝗮𝗿𝗲𝗱 𝗥𝗢𝗜, 𝗰𝗿𝗼𝘀𝘀-𝘁𝗲𝗮𝗺 𝗞𝗣𝗜𝘀 𝗯𝗲𝗳𝗼𝗿𝗲 𝗷𝘂𝗺𝗽𝗶𝗻𝗴 𝗶𝗻𝘁𝗼 𝘁𝗼𝗼𝗹𝘀 & 𝗽𝗹𝗮𝘆𝗯𝗼𝗼𝗸𝘀…a more ROI-centric, strategic focus is required to cut through all that exploding AI hype (aka problem definition, selection, investigation vs Board & Investors commercial targets BEFORE "solution jumping" and shiny objects 

𝗛𝗲𝘆, 𝗳𝗲𝗲𝗹 𝗳𝗿𝗲𝗲 𝘁𝗼 𝗱𝗶𝘀𝗮𝗴𝗿𝗲𝗲 & 𝘀𝗵𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝘃𝗶𝗲𝘄𝘀 𝘁𝗼𝗼...𝗜 𝗱𝗼𝗻'𝘁 𝗰𝗹𝗮𝗶𝗺 𝘁𝗼 𝗸𝗻𝗼𝘄 𝗶𝘁 𝗮𝗹𝗹.

𝘠𝘰𝘶𝘳 𝘭𝘰𝘺𝘢𝘭 𝘎𝘦𝘯 𝘟 𝘰𝘣𝘴𝘦𝘳𝘷𝘦𝘳, 𝘢𝘤𝘵𝘰𝘳, 𝘤𝘰𝘢𝘤𝘩, 𝘭𝘦𝘢𝘥𝘦𝘳 & 𝘮𝘦𝘯𝘵𝘰𝘳,
Phil

𝗦𝗨𝗕𝗦𝗖𝗥𝗜𝗕𝗘 𝗳𝗼𝗿 𝘄𝗲𝗲𝗸𝗹𝘆 THEMARKETAIR 𝗥𝗢𝗜-𝗱𝗿𝗶𝘃𝗲𝗻 𝘁𝗶𝗽𝘀— or connect if you’re looking for more than just another “quick fix” to your GTM & Marketing ROI challenges.

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