Over the last decade, enterprise IT spend has surged—8% CAGR since 2014.
But labor productivity? Barely moved. Just 1.7% CAGR McKinsey exposes the disconnect—and what smart B2B leaders are doing about it.

The chart above is a warning.

In a new McKinsey piece, the authors make it clear: The problem isn’t the tech. It’s how companies manage it.

Here’s the crux:

The article argues for a full rethink—from how you budget and build, to how you track, scale, and measure value.
This isn’t a CIO-only conversation. It’s a boardroom one.

Tech doesn’t drive growth—disciplined tech management does.
Without metering, ownership, and clear KPIs, most “innovation” is just overhead.

Read the full McKinsey article

The way SaaS is sold is changing fast. Vendors are starting to charge for results—not access.

In AI-heavy categories, customers are pushing back on seat-based pricing. They’re asking harder questions: “Why am I paying full freight if I’m not using the tool every day?” or “Why are we paying for AI when it doesn’t always deliver?”

Enter a new model: outcome-based pricing.

Here’s what that looks like in the wild:

This model flips the risk. If the product works, vendors get paid. If it doesn’t, they don’t.

It also changes the sales dynamic. You're no longer asking a buyer to believe in potential value—they can see the price tag attached to a proven result. And that makes deals easier to close.

Outcome-based pricing is still early. But it’s gaining traction in AI-led categories where output is measurable and the old licensing model feels bloated.

SaaS vendors that link pricing to results create stronger margins, deeper trust, and less churn.

Outcome-based pricing ties revenue to results. It builds trust, reduces churn, and gives buyers a clearer reason to say yes.

Read more at Metronome

In a crowded category, the voice with clarity becomes the leader. Increasingly, thought leadership work is the vehicle for this clarity.

In our experience, it's such a direct path to occupying the pole position in your category, that it's somewhat of a head scratcher more B2B leaders don't pursue it.

This Forbes article, “20 Reasons Authentic Thought Leadership Is So Important in B2B,” is a smart, quick read with lots of sharp takes.

But this one stood out:

“B2B thought leadership needs to be thoughtful and compelling to position your brand at the center of industry conversations.”

Time commitments aside, in most categories this is so much easier than most B2B leaders realize and the effort delivers the holy grail of successful business: credibility and trust.

If your category is fuzzy, crowded, or stuck in feature-speak, you're sitting on a strategic advantage.

Not by spending more. Not by having the best tech. But by creating the conversations your customers are seeking.

Not to boost your ego—but to create the authority that drives buying decisions.

Read the full article at Forbes

That’s what authentic thought leadership does. And no, you don’t need to do it yourself.

We turn your ideas, voice, and market POV into high-impact content that builds authority—without stealing your time.

Think: strategist, ghostwriter, and content team in one—for much less than the cost of a single hire or doing it yourself.

💡Take our 2 min assessment and book time with Jay

👉 Start Here

B2B teams are doubling down on what works: video and AI-powered efficiency.

That’s a clear signal: Static PDFs and one-size-fits-all blogs aren’t cutting it anymore.

To stay competitive, B2B marketers should prioritize high-quality, engaging content by allocating resources to video production and AI-driven optimization tools. These investments are key to enhancing content performance and personalization in the evolving digital landscape.

Your team is producing strong content.
Smart POVs. Real insights. Sharp execution.

But the numbers aren’t moving—because your best work isn’t being seen by the right people, in the right places, at the right time.

Most B2B brands publish and pray:

❌ No structured distribution plan
❌ No paid support or amplification
❌ No repurposing across key buyer channels

We help teams turn a single piece of content into a multi-touch campaign—one that travels, converts, and compounds.

Ready to stop posting in the void and start scaling your signal?

📌 Book a free content reach consult

👉 Start Here

They ship blogs, record webinars, drop the occasional white paper—then wonder why growth is flat.

The truth? Content without distribution is just internal comms with better punctuation.

If you want reach, you need rhythm.
If you want traction, you need tactics.

Smart content deserves a strategy that gets it seen, shared, and acted on.
Anything less is wasted effort.

—Adam