I’m just going to say it.
You are running a broken playbook. And AI just made it worse — because now you can run it faster, produce more of it, and feel more productive than ever while the pipeline stays flat.
If the playbook is broken — and it is — all that speed just gets you to the wrong place quicker. And the really scary part? Your competitors are using the same AI tools, running the same playbook, at the same speed. Everyone is converging to the same middle. Your buyers look at all of you and can’t tell the difference. So they do nothing.
And when it’s not working — nobody questions the playbook. They question the execution. The ads. The headlines. The landing pages. It’s always the execution. So you optimize harder, test more, launch another campaign — and six months from now you’re in the exact same spot. Because you fixed the wrong thing.
I’ve been there. I ran this playbook as a VP of Demand Gen until it broke. I’m not theorizing.
The things that actually changed the trajectory for my clients came down to two moves.
A narrative that shifts how buyers see their world — not product messaging, not pain points, but a story about what changed and what’s at stake if they don’t act. Something that makes buyers move now instead of doing nothing.
And a unique play built specifically for the company — something so tied to their market and their buyers that no competitor can copy it. One client, we built a tool that let buyers experience the product before talking to sales. 25% conversion. 11x revenue. Five years later, still uncopied. The narrative carried the story. The play carried the pipeline.
That’s what I do. Narrative plus a play that’s yours alone. And I run demand gen on top of both while we’re building them.
Six clients. Same four people. In your Slack, in your pipeline meetings. No handoffs. No bullshit.
If any of this hit close to home — let’s talk.