Warmly,

Marketing teams that own the entire pipeline (from inbound to outbound, SDRs to advertising) are starting to outperform their peers. The reason is simple but counterintuitive: Accountability beats attribution. Over the last few years, I’ve done hundreds of GTM diagramming sessions with B2B companies. Almost every time, I hear the same thing: “Marketing sources 30% of pipeline.” “Sales sources 40%.” “SDRs own the rest.” It’s like we’ve turned revenue into a group project where everyone’s arguing over who did which part. Imagine running a chair factory and saying, “the leg team produced 30% of the chair.” You’d get laughed out of the room. But that’s exactly how most companies treat pipeline. They slice it up by department, assign credit, and move on.... while deals slow down, goals misalign, and teams fight for attribution instead of impact. Here’s what the best teams are doing instead: - They’re consolidating the entire funnel under one roof. - They’re asking marketing to own the full pipeline number. - And they’re backing it up with org design and compensation. From inbound to outbound, from paid media to SDRs: it’s all one system. One number. One goal. One leader. At first, it feels risky. It creates a “single point of failure.” But that’s also what makes it powerful. When marketing owns the full pipeline target, something shifts: You stop asking “who gets credit” and start asking “what actually works.” You unify your motion. You speed up deals. You make better bets and kill what’s not working faster. If you’re a CMO or VP of Marketing, do you see this shift in your org? And if so… do you want that full pipeline number on your back? Warmly, Max

Imagine if AI makes your tool irrelevant: will your brand survive? If you're a high growth tech company, it's more important than ever to have a brand with soul. Your customers aren’t just buying your current product. They’re investing in your roadmap. That means they need to trust your team’s ability to: - Create new value - Ship smarter features - Anticipate their real needs By 2026, brands leaning on AI-generated content alone won’t stand out. Tools will standardize. Features will blur. The companies that win will: - Tell the real story behind why they exist - Show who their people truly are - Demonstrate genuine care in solving customer problems Software won’t be your strongest competitive advantage so your brand’s soul (and the trust it inspires) will be.

How do you balance authenticity vs efficiency in your marketing department? My $5M saas business struggles with this like any other. Here’s how we do it at Warmly: We made an 80/80 decision. 80% of our budget goes to automation and efficiency. 80% of our emotional energy goes into being authentic and human. AI lets us scale faster. But it also frees our team to obsess about how we sound, feel, and connect: especially when the stakes are high. Our brand team pours over tone, timing, and trust. Our demand team optimizes for reach, relevance, and return. You don’t have to pick one but you do have to pick a ratio. Tell me: do humans or AI lead your marketing conversations today?

The traditional GTM model is broken. Most teams still operate in a straight line: Marketing → Sales → Customer Success → done. That model creates silos, bad handoffs, and a distorted view of who your best customers actually are. The future is circular: Marketing feeds Sales > Sales passes to Success > Success informs Product > Product feeds back into Marketing… I wish I could write circularly on Linkedin! Each loop gets smarter, tighter, and more aligned. When we closed the loop, we found something painful: about 10% of our customers (50 companies) weren’t the right fit. Great logos. Wrong fit. We had the hard conversations and even recommended competitors who could serve them better. Why? Because the wrong customers drain everyone: -Teams chase the wrong problems -The roadmap gets muddled -And those customers rarely succeed anyway The best part? With AI and lookalike modeling from your happiest customers, you uncover patterns about who really thrives with your solution (patterns you’d never see in a linear model). Curious how others are tackling this: #RevOps