It’s time to replace familiar, untested, “how we’ve always done it” methods with ones that are tested and proven. Mark Stouse on July 10, 2025       (This article was co-written by Ayse Guvencer) Giving the keynote at a convention for CFOs, I said: “The market for anything that makes people feel good about their assumptions … Continue reading Why assumption-based GTM strategy is facing a powerful reckoning →