Archive
Gaetano Romeo
Coverage
Analysis, research, and editorial reporting for B2B SaaS marketing teams.
Featured from this archive
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The Lead Scoring Fallacy: Why Top-Quartile SaaS Companies Are Replacing MQLs With Dynamic Signal Aggregation
For more than a decade, enterprise B2B SaaS growth playbooks have operated under a foundational dogma: point-based lead scoring is the gold standard of pipeline qualification. Marketing and Revenue Operations…
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The Demand Capture Mirage: Why 82% of B2B SaaS Marketing Spend Fails to Touch In-Market Buyers
For more than a decade, enterprise B2B SaaS Go-To-Market playbooks have operated on a comforting, yet increasingly flawed assumption: that pipeline velocity and revenue growth are linear outputs of gated…
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The Signal-Led RevOps Shift: Why Legacy ABM Is Failing Modern Enterprise Buying Committees
For the past seven years, Account-Based Marketing (ABM) has been worshipped as the undisputed savior of enterprise B2B SaaS growth. The strategic blueprint was treating target accounts as markets of…
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The Dark Funnel Paradox: Why 80% of Enterprise SaaS Buyers Decide Before Your First Form Fill
For more than a decade, enterprise B2B SaaS growth playbooks have operated on a comfortable, comforting illusion: that revenue growth is a direct linear function of gated lead capture. We…
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The Demand Capture Trap: Why 75% of B2B SaaS Marketing Budgets Target Buyers Who Aren’t In-Market
For over a decade, B2B SaaS Go-To-Market (GTM) executives have anchored their growth strategies around a single, comfortable premise: marketing’s primary mandate is to identify prospects with immediate purchase intent…
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The Multi-Touch Attribution Mirage: Why 80% of Enterprise SaaS Revenue Belongs to the Invisible Funnel
For more than a decade, enterprise B2B SaaS Go-To-Market (GTM) executives have operated under a comfortable, highly reassuring fiction: that software buying decisions are neat, linear, and fully trackable. According…
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The Signal-Based GTM Shift: Why 80% of B2B SaaS Pipeline Is Decided Before Form Submissions
A few years ago, “top of funnel” meant getting someone to fill out a form. That definition is aging badly. G2’s 2026 Answer Economy report found that 51% of surveyed…
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The Signal-Based GTM Reality Check: Why 80% of Enterprise Pipeline Never Touches Your CRM Before the Shortlist
The Signal-Based GTM Reality Check: Why 80% of Enterprise Pipeline Never Touches Your CRM Before the Shortlist A few years ago, “intent data” meant buying a static list of IP…
Archive index
-
The Lead Scoring Fallacy: Why Top-Quartile SaaS Companies Are Replacing MQLs With Dynamic Signal Aggregation
For more than a decade, enterprise B2B SaaS growth playbooks have operated under a foundational dogma: point-based lead…
-
The Demand Capture Mirage: Why 82% of B2B SaaS Marketing Spend Fails to Touch In-Market Buyers
For more than a decade, enterprise B2B SaaS Go-To-Market playbooks have operated on a comforting, yet increasingly flawed…
-
The Signal-Led RevOps Shift: Why Legacy ABM Is Failing Modern Enterprise Buying Committees
For the past seven years, Account-Based Marketing (ABM) has been worshipped as the undisputed savior of enterprise B2B…
-
The Dark Funnel Paradox: Why 80% of Enterprise SaaS Buyers Decide Before Your First Form Fill
For more than a decade, enterprise B2B SaaS growth playbooks have operated on a comfortable, comforting illusion: that…
-
The Demand Capture Trap: Why 75% of B2B SaaS Marketing Budgets Target Buyers Who Aren’t In-Market
For over a decade, B2B SaaS Go-To-Market (GTM) executives have anchored their growth strategies around a single, comfortable…
-
The Multi-Touch Attribution Mirage: Why 80% of Enterprise SaaS Revenue Belongs to the Invisible Funnel
For more than a decade, enterprise B2B SaaS Go-To-Market (GTM) executives have operated under a comfortable, highly reassuring…
-
The Signal-Based GTM Shift: Why 80% of B2B SaaS Pipeline Is Decided Before Form Submissions
A few years ago, “top of funnel” meant getting someone to fill out a form. That definition is…
-
The Signal-Based GTM Reality Check: Why 80% of Enterprise Pipeline Never Touches Your CRM Before the Shortlist
The Signal-Based GTM Reality Check: Why 80% of Enterprise Pipeline Never Touches Your CRM Before the Shortlist A…