Episode 127: The Current State Of AI in B2B GTM

AI is everywhere in B2B right now; search, sales, customer success, RevOps.But here’s the uncomfortable truth: 95% of AI pilots deliver zero revenue impact.In this week’s Marketing Corner, Jen and Casper cut through the noise to look at what’s actually working (and not working) with AI in go-to-market.From the 13 new AI tools launched every single day to the rise of zero-click search, they unpack why most companies are still just slapping “AI” on top of bad processes and why that’s a recipe for chaos, not growth.The conversation dives into:⚡ Why “plus AI” thinking keeps failing (and what “AI plus” really means)⚡ How bad data is 10x’ing chaos instead of results⚡ Why AI isn’t replacing humans anytime soon (hello, Klarna & Duolingo)⚡ The new playbook for discoverability in AI-driven searchIf you’re feeling overwhelmed by the hype cycle and want a grounded take on how to actually use AI in your GTM motion, this episode’s for you.

To celebrate the start of another TechBBQ (and because we had technical issues that rendered our latest episode useless), we are re-releasing our first ever live recording from where it all began - TechBBQ.For our very FIRST live episode, Casper and I returned to where it all began - TechBBQ, Scandinavia's largest startup and innovation summit. 💡📍ICYMI: In 2020, right in front of TechBBQ HQ, the idea for Marketing Corner was born. 4 years, 3 children, 87 episodes, and 8,000+ listeners later, we were invited back to record in front of a LIVE audience 👥In this special double-episode, we dive deep into a topic many companies struggle with: Go-To-Market Strategies. We’ll cover: 🔑 What a GTM really is 🎯 Who does what📊 How to measure successAnd 👏 so 👏 much 👏 more 😮‍💨

Funding. Everyone wants it. Few talk about what actually happens when you get it.In this “return from summer break” episode of Marketing Corner, Casper and Jen cut through the buzzwords and spill the tea on funding:First, we cover the basics:Angel vs Seed vs VC vs PE - and why do people keep thinking I work in VC, dang it!The alphabet soup of Series A, B, C, D - and what really changes at each stage.Then, we cover the stuff they leave out of the funding brochure:That shiny investment isn’t free money — it’s a loan you will have to pay back one way or another.Who actually calls the shots once the deal is signed (hint: not always your CEO)?Overnight target shifts that could make you cryCulture creep - no matter how good yours is, it will change.The revolving door of talent, because the people who got you here aren’t always the ones to get you there.We strip away the glitter and give you the marketer’s-eye view of the funding process. Messy? Yes. Political? Definitely. Manageable? Absolutely — if you know what’s coming.

Everyone might be off on summer holidays, but we’re bringing back one of our most listened-to episodes.And that’s...unfortunate.Because it means this topic still hits close to home for many of you, all over the world, even though we first released this episode back in 2023.Toxic LeadershipWhether we like it or not, toxic leadership is something many of us have faced—or will face—at some point in our careers.In this episode, we dig into:How to spot toxic behaviors earlyStrategies for managing toxic leadersWhat to do when you’re asked to execute a bad ideaKnowing when to stay and when it’s time to cut your lossesAnd a lot more.What would you add to this list? Tell us about your shitty bosses.

We're back for another Casperless episode, Jennifer and Birte Steen (Rock Consulting, Verdane GTM Advisor).And we did it - WE DID IT, GUYS! We've finally solved the age-old issue on how to achieve Sales & Marketing alignment!Well, ok maybe not entirely, but Birte shares with us her insights gained from years as a CRO at multiple companies to help us move past blame, break down silos, and cut it with the NMFP attitudes to show how alignment creates a scalable, repeatable revenue engine.Here’s what we cover:Why most alignment efforts fail (and how to fix it)How a shared data model turns arguments into actionUsing micro-moments to drive pipeline togetherWhy incentives, culture, and coaching matter more than toolsHow marketing can make outbound easier (and more effective)If you’re tired of finger-pointing and want your teams celebrating together, this episode is for you.

The Bowtie Funnel: Fix Your Leaky FunnelThis week on Marketing Corner, Jennifer sits down with Berta Steen (Rock Consulting, Verdane GTM Advisor) to break down the real reason your funnel isn’t driving sustainable growth.We tear apart the “funnel to closed-won” mindset and show you how the bowtie helps you align marketing, sales, and CS while giving you a true data model for growth.We cover:Why the traditional funnel is killing your NRR (and ultimately your CAC)How the bowtie creates a common language across teamsThe overlooked metrics that actually drive repeatable, scalable growthUsing “micro-moments” to optimize your funnel starting todayWhy your bowtie should live inside your financial model, not just a slide deckIf you want to scale without scaling chaos, this episode will change how you think about your GTM.

This week we have another Casperless episode of Marketing Corner. Jen is back with Jacco van der Kooij to unpack how AI-native companies are really growing their user base.Not only will we explore why your users are your best (but often under-recognized) pipeline, but we'll also dive into:Why AI-native companies scale faster by using users to generate pipelineThe hidden math behind user-led growth most teams overlookPractical ways to tier and activate your users tomorrowWhy Scandinavian SaaS needs a different playbook than Silicon ValleyHow to operationalize dark funnel word-of-mouth into measurable pipelineThe mindset shift your CEO needs to stop wasting budget on stale acquisition tactics.Hold on to your headphones and prepare to see pipeline generation with fresh eyes.

In this summer holiday special, Jen and Casper dig into the chaotic reality of modern marketing tech stacks and why too many teams are wasting budget on tools they barely use.Sparked by the latest 2025 CMO Survey, we unpack why nearly half of marketing tools sit unused, while budgets for MarTech are set to more than double.We get into:Why 44% of tools never get used and how that happensThe hidden cost of bad procurement and security processesWhy fancy tools don’t replace strategy or internal alignmentHow to build a stack that actually works across marketing, sales, and ITThe real cost of not auditing your tech stack or training your teamIf you’ve ever fought for tool access, been sold a fake integration, or wondered why your “AI-powered” platform adds zero value, this one’s for you.And yes, they do suggest you ask yourself: Would I buy this tool with my own money?

This week, Katrine Rasmussen, CMO at Pixels, returns to break down how her team built a revenue engine disguised as an event strategy - and why ABX isn’t a tech stack, it’s a mindset.We cover:How Pixels went from ad hoc event execution to a disciplined, cross-functional program built for scale.How the right team supports alignment across marketing, sales, and customer teams around one cohesive motion.Why protecting the attendee experience — even from sponsors and internal stakeholders — is non-negotiable.Why tools alone don’t make ABX work - but clarity, process, and shared ownership do.If you’re working in B2B and trying to turn events into something more than lead generation theatre, this is a clear look at what it takes.🎧 Available wherever you get your podcasts.