Jon Dick

This Martechvibe report put words to a lot of conversations I’m having with CMOs right now. Most teams are not trying to chase the next shiny tool. They’re trying to make what they already have actually work together. Too many platforms, too many handoffs, and not enough shared data. When marketing shifts from experimentation to execution, those gaps show up fast. Progress depends less on adding technology and more on simplifying how it’s run and measured. I highly recommend reading! https://lnkd.in/eZTES875

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Nearly half of global execs say language barriers have cost their business financially. That’s a problem we’ve been quietly working to solve at Gong for years. And today, we’re excited to make it loud. Introducing #AI Translator: the latest Gong Agent designed to give global revenue teams a shared view of pipeline, performance, and execution, no matter the language spoken on the call. It auto-translates key deal moments and pushes insights into your CRM in your team’s standard language. No rep summaries. No waiting. No nuance lost. Whether your team’s closing in Tokyo, São Paulo, or Berlin, they now have the context they need – in the language they work in. This is what it means to scale smarter.  This is what it means to sell without borders. Learn more in the comments down below. 

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Most CRMs (Salesforce included) were built for working linear deals and sales process management, not modern ABM. They do a great job logging activities and tracking opportunities, but they fall down on the questions marketers actually care about: o. Which accounts and segments truly drive efficient pipeline, LTV, and NRR? o. Where is marketing lifting outcomes vs. just creating noise? o. Which buying groups are in motion right now? Because CRM data is fragmented across leads, contacts, and opportunities, GTM teams end up with: o. Blurry ICPs that are built on intuition and live in slides, not systems o. Target Account Lists scattered across tools and spreadsheets o. Attribution that rewards “source” instead of measuring real impact The opportunity isn’t add more fields to Salesforce or hope that some yet to be discovered new signal will take your ABM to the next level. It’s to stand up a parallel Market & Account Intelligence system (like AlignICP) that: o. Centralizes ICP, TAL, and segment logic o. Models accounts and buying groups—not just leads o. Layers in intent to show who’s in market now o. Feeds clean, prioritized account lists back into CRM and ABM tools Do that, and ABM shifts from broad, channel-led guessing to focused, efficient, performance-driven programs anchored on the right accounts and segments. If this feels familiar, it’s not a minor annoyance—it’s a massive blocker. As long as CRM-centric, fragmented data hides which accounts matter, which segments perform, and where marketing actually lifts revenue, ABM will stay broad, reactive, and hard to defend in the boardroom. The upside? You can change this. Pair your CRM with a parallel Market & Account Intelligence system like AlignICP, discover and centralize ICP insights and your dynamic TAL and let an intelligence layer handle segmentation, intent, and prioritization. That’s how you take ABM from “we’re targeting some accounts” to a focused, efficient growth engine—and elevate marketing from a lead factory to a strategic partner in go-to-market execution. Check out our latest blog post to dive into more details at: https://lnkd.in/ghwbeH2a #B2BMarketing #ABM #RevOps #GTM #SaaS #MarTech #Salesforce #MarketingAnalytics #ICP #TargetAccountList #MarketingStrategy #AlignICP #GTM

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Slide decks. Campaign requests. Fire drills dressed up as strategy. You're doing it all, but pipeline’s flat and momentum’s stalling... Sound familiar? That’s not a workload problem. That’s a focus problem. The best marketers I know don’t try to do it all. They're clear on what actually matters & protect it at all costs. Next time a new request lands on your plate, try this filter 👇 ➡️ Does this ladder up to our actual goals - or just make someone feel busy? ➡️ Is the impact worth the effort? ➡️ Will our audience actually care? ➡️ Is this repeatable or a one-off distraction? ➡️ Does this build alignment or just silence a stakeholder? In marketing, doing more is easy. Doing what matters? That’s leadership. What helps you protect your focus when everything feels urgent? #b2bmarketing #growthmarketing #marketingstrategy

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Most ABM fails—not because the persona is wrong, But because no one mapped the politics. Many ABM programs over-index on persona-level personalization and content, but under-invest in stakeholder mapping, sentiment tracking, and internal deal dynamics. We spend a lot of time talking about who the buyer persona is: Titles. Roles. Pain points. Messaging. ALL important. So, if you’ve built out your persona—congrats! You still have no idea how the deal gets done. Because accounts don’t buy. People do. Together. Just ask Kerry Cunningham And some of those people… don’t want you to win. As you mature, or even rethink, your ABM program, here’s what I ask you to consider: ⚡ Map the full buying group—not just champions, but blockers, skeptics, and behind-the-scenes influencers. ⚡ Score stakeholder sentiment so sales doesn’t walk in blind to face people on the buying committee who are rooting for them to fail. ⚡ Build a “whisper playbook” so reps can address competitive FUD and avoid reputational tripwires before they derail a deal. ⚡ Arm your champions on the buying committee with proof to counter skepticism. They get one shot to defend your value behind closed doors. Make sure they don’t miss. Because most deals don’t die from bad product fit. They die when someone in the room doesn’t trust you. If you think you’re just selling to a "Head of X" or "VP of Y"— You’ll miss the shadow players who can quietly kill your deal. And when that happens? The deal’s likely already dead—you just haven’t heard it yet. #ABM #BuyingCommittee #GTMStrategy #B2BMarketing #SalesEnablement #ReputationMatters

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Recently built a very robust back-end infrastructure with Web Ap, monitoring, scoring, O&O Media, and API integration... the Basics: "The CMO role goes beyond messaging. Marketing leaders are increasingly involved in backend decisions that affect performance, visibility and customer experience. AI is reshaping how content gets found. Tools like ChatGPT prioritize structured, readable content over traditional SEO signals. CMOs don’t need to code, but they do need context. A basic understanding of infrastructure and site performance is now part of the job. Strong marketing teams are cross-functional. Content, data and tech roles need to work closely to deliver results." https://lnkd.in/gwHbDY2n

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I’m excited to share my latest book: Practical Guide To Channel Management: Elevate Your Brand and Drive Business Growth This book is a collection of lessons, wins, and hard-earned insights gathered over years of working in channel strategy and partner ecosystems. It’s not theory—it’s what I’ve lived, learned, and sometimes stumbled through. I wrote this guide to help others navigate the complex world of channel management with a little more clarity, confidence, and maybe fewer bumps in the road. To everyone who’s been part of my journey—mentors, colleagues, partners, and friends—thank you. Your influence and support are woven into these pages. If you’re in sales, marketing, or leadership, or just curious about how to build stronger partnerships and scale growth, I hope you find something useful in it. https://a.co/d/alQGlZH #ChannelManagement #SalesStrategy #MarketingLeadership #BusinessGrowth #B2BMarketing #NewBook #sebastianpistritto

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CMOs everywhere are facing the same challenge: we’re expected to prove impact with precision, but our data still lives across disconnected spreadsheets, systems, and teams.    I’m sharing the Buyer’s Guide to Selecting a Marketing System of Record—a framework many of us wished existed sooner. It outlines the capabilities required to create a defensible, real-time view of marketing investments, plans, and performance.   No pitch, just a resource to support the modernization conversations we’re all driving into next year. Start 2026 on the front foot! #AI #MarketingSystemofRecord #2026Planning https://lnkd.in/g2bepgY8

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The role of the CMO is evolving fast. It's no longer just about branding and messaging. Today’s CMOs are expected to drive growth, master AI, lead with empathy, and align the entire organization around the customer. I just published a guide on the top skills every CMO needs to thrive in 2025—and how to develop each one. Read the full breakdown here 👇 #cmo #marketing #leadership #ai #management

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Brand is bullsh*t. Until you need it. Your brand’s reputation is no longer something you control through messaging alone. It’s shaped, scored, and surfaced by machines. If you’re not actively shaping the narrative, AI will. It will scrape context from anywhere it can find it. And that context becomes your reality. Panicking never works. Hiding bios, going dark, and pausing posts are fear-based moves. Own the narrative. Build brand equity before you need it. Because by the time you need it, it’s too late to start. #BrandStrategy #MarketingLeadership #GrowthMarketing (inspired by a post from MarTech) 👇 👇 https://lnkd.in/ejgXCb2s

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The best CMOs are efficient and bold. “If we drive efficiency in the attributable, we earn the right to experiment in the un-attributable.” SCREAM IT FROM THE BACK. I had the opportunity to listen in on a panel discussion between Ray Rike, 🌱 Allison Munro, and Jon Miller, who discussed research from 323 companies around budgeting and spend at Pavilion's CMO Summit. And if you are in a room with Allison and Jon, you listen. And the data was loud and clear: Marketing budgets are up. Not down. Not flat but up by 1% of revenue on average and almost 10% in absolute dollars. Yes, even in this “do more with less” era. Growth = Budget >>> The faster you grow, the more budget you get. Companies growing over 30%? Median marketing budget is 15% of revenue. (That’s double the average.) People vs Programs vs AI >>> Budgets are shifting from people to programs. And AI is doubling its share of spend, from 4% to 8% YOY. AI isn’t a line item. It’s a headcount replacement. Events are making a comeback. As ACV increases, event spend also rises. Demand gen spend goes down. Why? Because no one attributes brand until it's lost. Want to protect brand? Get headcount? Increase programs? Then model your budget, benchmark it, and tell the story before the CFO asks.

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Global B2B buyers are nearly 70% through their journey before they ever talk to sales. It’s a stat that comes up a lot, and from what I’ve seen, it holds up. That early stage of the buyer journey, before there’s a formal conversation, is where so much of the real work happens. Clear messaging, consistency across channels, and real value delivered early make all the difference, especially in the dark funnel. I’ve been thinking about how to help buyers connect the dots faster, especially when marketing multiple products to a single buyer, and how to keep positioning and marketing aligned so it builds trust, not friction. We just kicked off a new fiscal year in May, so this article landed at a good time. Worth a read if you're rethinking your GTM or demand gen approach. https://lnkd.in/gPKDjagy

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