Have you ever wondered what it takes to be an intelligent agent? Like James Bond or Emma Peel, always informed, decisive, and a step ahead? It’s not too late! Just as spies protect their country and increase global influence by uncovering enemy secrets, you can protect and grow your business by gathering market and competitive intelligence that powers greater go-to-market (GTM) success. Every aspect of GTM — from growth strategy and market prioritization to product direction and messaging — depends on having a clear read on the world you’re competing in. To win, leaders need to understand how markets are shifting, where demand is emerging, how buyer expectations are evolving, and how competitors are positioning themselves.

That’s where you come in. High-impact GTM teams need market, competitor, and buyer intelligence to create context and analysis to understand the full landscape — the trends reshaping the market, competitors’ strengths and weaknesses, and the forces influencing buyer decisions. Without that common knowledge, it’s hard to make confident calls about where to compete, how to differentiate, or how to align product, marketing, and sales around a cohesive growth strategy. At this year’s B2B Summit, I’ll show you how to build your own intelligence network to power GTM success. I hope you accept this mission.

Uncover What High‑Impact Market And Buyer Intelligence Actually Looks Like

In this session, I’ll introduce a market and buyer intelligence maturity model that shows how to move from often ad hoc efforts to a true center of excellence — where up-to-date intelligence is relied upon by product, marketing, sales, and executives to make faster, higher-confidence GTM decisions. We’ll focus on how to:

  • Progress up the intelligence maturity curve. Move deliberately from siloed or fragmented efforts to a center of excellence that proactively delivers decision-ready insights to commercial teams across the organization.
  • Operationalize intelligence for real GTM use cases. Design intelligence analyses around specific decisions — growth strategies, market prioritization, product roadmaps, pricing, positioning, and sales execution.
  • Embed intelligence into everyday workflows. Access information and analysis through platforms, dashboards, alerts and tools teams already use, so detailed insights can be shared where teams work, in the moment when they need them.

Leverage AI As A Secret Weapon For Market Intelligence

Any respectable spy carries a secret weapon. AI is rapidly transforming market and competitive intelligence; it is now your secret weapon. In this session, we’ll explore how to use AI to accelerate insight generation, automate monitoring, and deliver intelligence in the flow of work without sacrificing rigor or trust. From AI‑powered search and tagging to automated dashboards, alerts, and competitive profiles, you’ll see how AI becomes a true force multiplier when it’s built on a strong intelligence foundation.

Who Should Attend — And What You’ll Take Back

This session is designed for leaders and practitioners across product, marketing, and sales who realize that intelligence is critical to drive successful GTM outcomes. You’ll come away with:

  • A clear understanding of where your organization sits on the intelligence maturity curve.
  • Concrete steps to level up your program, no matter where you’re starting.
  • Practical guidance for using AI responsibly to scale impact across teams.
  • A potential desire to (re-)watch the classic spy movies.

If you choose to accept your mission, come to my session, “Market And Buyer Intelligence That Powers GTM Success,” at this year’s B2B North America Summit in Phoenix, April 28 at 11:30 a.m. Shh … 

Can’t make it to Summit this year? Schedule a guidance session with me or reach out via LinkedIn.