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B2B is where the digital upside still hides in plain sight.

Lee McCabe

29 Nov 2025 — 1 min read

Everyone talks about AI, data, and digital transformation. But most B2B firms are still running marketing like it's 2010.

The playbook that works in D2C or B2C collapses the moment your sales cycle stretches beyond a quarter. Attribution breaks. CRMs get messy. And every marketing meeting ends with: "Did this actually drive revenue?"

I've seen companies spend $2M on MarTech stacks and still track leads in Excel. They've got HubSpot, Marketo, Salesforce, six different analytics platforms......and nobody can prove what's working.

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Deals (w/e 1/9/26)

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AI isn’t coming for middle management. It’s already rearranging the job description.

The layer of people whose primary function is aggregating information, writing summaries, building decks, and “managing up” is about to feel the shift first. Not because AI is more insightful than they are, but because it’s cheaper, faster, and doesn’t need three pre-meetings to prepare for the meeting.

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News (w/e 1/9/26)

Deals (w/e 1/9/26)

Private equity has quietly entered a new sport: competitive talent hoarding.

AI isn’t coming for middle management. It’s already rearranging the job description.