83% of CMOs say brand investment drives business results—but that belief comes with new scrutiny. At this year’s Gartner Symposium, the message was clear: brand must prove its commercial weight.

To defend spend, marketing leaders need to connect brand efforts to growth levers like demand gen, customer retention, or pricing power.

High-performing CMOs are zeroing in on sharper positioning, focused channel strategies, and content that reinforces why their brand wins the deal.

Brand budgets are safe (for now). But in B2B, only the brands that show up with clarity, relevance, and results will keep their seat at the table.

Your product’s solid. Your pipeline’s okay.
But your message? Still not doing the heavy lifting.

In B2B, every unclear sentence is a missed opportunity.
Buyers don’t decode. They bounce.

We help B2B brands sharpen their story—so prospects instantly get what you do, why it matters, and why you’re the one to trust.

If you’re working on a rebrand, new site, or GTM push this quarter and your message still feels murky—let’s fix that.

McKinsey’s latest global survey shows a deep disconnect:
60% of companies are cutting or freezing innovation budgets—
yet a third expect 25%+ of their future revenue to come from new offerings!

You can’t bank on future products if you’re defunding the engine that builds them. That’s not strategy—it’s wishful thinking.

High-growth companies are 61% more likely to increase innovation investment. They know resilience isn’t just about cuts—it’s about calculated bets.

That means pruning weak projects, reallocating smartly, and backing the bets aligned with your actual strategy.

In B2B, innovation is your pipeline. If you’re trying to grow without it, you’re just managing decline in slow motion.

There wasn’t much we absolutely loved in a recent Forbes article on B2B messaging, but there was a theme that ran through the 20 item list that was insightful: too many B2B companies confuse clarity with playing it safe. So they layer in buzzwords, stack up slogans, and bury what makes them different in a wall of jargon.

The result? Messages that feel impressive inside the company—and invisible outside it.

It’s an easy trap to fall into—and we’ll admit, we still slip up now and then. This line from the article hit especially hard:

Ouch. An insult worthy of Dorothy Parker.

It makes your message land fast—especially when buyers are skimming, skeptical, and surrounded by sameness.

In B2B, trust builds faster when the message hits clean, which means saying the smart thing in the simplest way possible.

The best B2B messaging doesn’t try to sound big or self-important. It tries to sound true. Clarity is the fastest way to credibility.

Read more

That’s up from just 17% in 2023.
And it’s not shiny front-end platforms driving the surge—it’s data infrastructure.

Salesforce’s $8B play for Informatica is one move in a broader pattern:
Enterprise leaders are buying their way into cleaner data, tighter governance, and AI-ready pipelines.

The message from the market is clear:

Infrastructure is strategy. If your data can’t move, unify, or comply—you’re not scaling, you’re slowing down.

The fastest path to competitive advantage right now?
Own the plumbing.

Digital channels are noisier than ever. If your message, motion, and metrics aren’t connected, no amount of ad spend or content will drive meaningful growth.

We help B2B teams step back, refocus, and rebuild a digital plan that actually supports the business—across brand, demand, and ops.

Prioritize what works. Cut what doesn’t. Move with clarity.

Fewer tactics.
Sharper bets.
Clearer language.

In 2025, clarity is a growth lever.

—Jay