Finance is taking control of GTM decisions for one reason: marketing and sales still can’t prove what actually drives revenue. By Mark Stouse Published on March 19, 2026 Last updated on March 25, 2026 There’s a conversation happening in nearly every large enterprise right now, and most people in it don’t realize they’re talking … Continue reading Why CFOs are taking control of GTM strategy
New data shows more than half of enterprise GTM spend is ineffective while PR quietly delivers the highest return. By Mark Stouse February 18, 2026 The latest GTM Effectiveness Report from Proof Causal.ai and Fiduciari makes the numbers difficult to ignore. Across enterprise B2B go-to-market functions, roughly 53% of GTM spend was ineffective … Continue reading The GTM spending problem no one wants to admit
Evangelism feels heroic — but it’s burning your budget. Want GTM that compounds value, not waste? Learn the causal way. Mark Stouse on October 29, 2025 Every B2B GTM team loves to imagine itself as a band of evangelists — out in the market spreading belief, creating demand and converting the skeptical. It’s a … Continue reading Why GTM keeps selling to the least profitable people
