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Winnie Palmer shared thisMy humble observation is that most B2B organizations chase the latest trends without first having a considered decision of a strategic GTM architecture to determine if any of the initiatives is worth doing. Thank you Louis Fernandes for sharing your insights and the practical advice on what to do instead to improve your revenue organization.Winnie Palmer shared thisMy thanks to both Katie Fabiszak and Nicky Briggs for looping me in to their research on Go-To-Market architecture recently. If our conversation reinforced anything in my mind it was this: 𝗚𝗧𝗠 𝗶𝘀𝗻’𝘁 𝗯𝗿𝗼𝗸𝗲𝗻 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝗼𝗳 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. 𝗜𝘁’𝘀 𝗯𝗿𝗼𝗸𝗲𝗻 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝘁𝗵𝗲𝗿𝗲’𝘀 𝗻𝗼 𝘀𝘆𝘀𝘁𝗲𝗺 — 𝗮𝗻𝗱 𝗻𝗼 𝗴𝗼𝘃𝗲𝗿𝗻𝗮𝗻𝗰𝗲. A few observations I shared with them: 𝟭. “𝗚𝗧𝗠 𝘀𝗽𝗿𝗮𝘄𝗹” 𝗶𝘀 𝗷𝘂𝘀𝘁 𝗿𝗮𝗻𝗱𝗼𝗺 𝗮𝗰𝘁𝘀 𝗼𝗳 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 When marketing, sales, product and CS all use different language, metrics, and incentives, you don’t have a GTM strategy. You have competing agendas. 𝟮. 𝗠𝗼𝘀𝘁 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗮𝗿𝗲𝗻’𝘁 𝗲𝗻𝗴𝗶𝗻𝗲𝗲𝗿𝗶𝗻𝗴 𝗚𝗧𝗠 — 𝘁𝗵𝗲𝘆’𝗿𝗲 𝗶𝗺𝗽𝗿𝗼𝘃𝗶𝘀𝗶𝗻𝗴 𝗶𝘁 True GTM should be an engineered system: → designed around hypotheses → tested through feedback loops → governed probabilistically Instead, most teams chase tactics (PLG this quarter, ABM the next) with no underlying architecture. 𝟯. 𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝗶𝘀 𝘂𝗽𝘀𝘁𝗿𝗲𝗮𝗺 𝗼𝗳 𝗚𝗧𝗠 If you can’t articulate company strategy, you can’t articulate GTM strategy. Full stop. 𝟰. 𝗕𝟮𝗕 𝘀𝘁𝗶𝗹𝗹 𝗿𝗲𝗳𝘂𝘀𝗲𝘀 𝘁𝗼 𝗺𝗮𝗸𝗲 𝗵𝗮𝗿𝗱 𝗽𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 𝗰𝗵𝗼𝗶𝗰𝗲𝘀 In any other industry, you’d prioritise markets, segments, and products ruthlessly. In SaaS? Everything gets a number. Everything gets budget. Everything gets “focus.” Which is just another way of saying: nothing does. 𝟱. 𝗪𝗲 𝗮𝗿𝗲 𝗺𝗮𝘀𝘀𝗶𝘃𝗲𝗹𝘆 𝗼𝘃𝗲𝗿-𝗶𝗻𝘃𝗲𝘀𝘁𝗲𝗱 𝗶𝗻 𝗻𝗲𝘁 𝗻𝗲𝘄 𝗮𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 Most SaaS businesses are spending 3–5x to acquire $1 of revenue… …while underinvesting in retention and expansion. That’s not a growth strategy. It’s a burn strategy. 𝟲. 𝗧𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗯𝗹𝗼𝗰𝗸𝗲𝗿 𝗶𝘀𝗻’𝘁 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 — 𝗶𝘁’𝘀 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆 Sales-led, “hunter” cultures still dominate leadership teams. Quarterly heroics beat system thinking. Every time. Until incentives, governance, and mindset change, nothing else will. Here's the underlying truth: If you don’t design and govern the system, the system collapses under pressure. If you’re seeing this inside your own organisation, you’re not alone: it's what Simon Daniels and I have been exploring and unpacking in What's Broken in GTM and How To Fix It these last few months. Link to the Forrester Vision Report and our Podcast in the comments below... #GoToMarket #Architecture #WBIGTM
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Winnie Palmer shared this.The CMO Circle’s “pub quiz” at 3Search’s office. Can’t believe that we won! Didn’t take any photos, so I’m sharing brilliant Kate Pennell ‘s post here to say thank you. Cheers to James Hamlin, Nicola Anderson, and the sponsors, Causal and Customer.io for the amazing evening. Also, a big high five to the team Magnificent Six Kate Pennell, Aalia Walker, Ingrid Sierra, Sam Gregory, Annette Müller. We did so well! Once again, thank you all very much. It was so fun. I am now going to Shazam every advert to make sure I learn its song… Happy Friday ❤️Winnie Palmer shared thisWell what a night that was. Sometimes events are just networking. Other times it's about finding your tribe. And judging by the din in the room - ear defenders needed! - the The CMO Circle inaugral annual marketing pub quiz (I think that's what you've agreed James Hamlin Nicola Anderson?) was definitely the latter. A brilliant night and a big shout out to team Magnificent Six Winnie Palmer Aalia Walker Ingrid Sierra Sam Gregory Annette Müller. Second place and a fab prize courtesy of the lovely Richard Smith and Causal, who also supplied the best prize of the evening IMHO (a Beats Pill) which by some fluke I also won. I'm clearly on a lucky streak... off to buy a lottery ticket. A brilliant night, thanks again James Hamlin and Nicola Anderson.
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Winnie Palmer shared thisFolks who've known me would know that I've never been fond of channel-based budget allocation in marketing. I truly believe that an integrated strategy across the marketing mix—for example, one that creates a self-feeding flywheel across content, digital distribution, in-person, and then content again, plus reinforcement from influence systems (e.g., PR/Analysts/Customers/Communities)—is by far the most efficient and effective way to drive marketing performance over time. There's a big issue around authenticity and trust against AI-slop, and what qualifiers marketers need to implement to ensure the signals we collect are truthful. Thank you Latané Conant for sharing 🙏Winnie Palmer shared thisChannel-based marketing as we know it is over. That's not my hot take. That's Gartner's. Emily Weiss said it plainly in their predictions earlier this year: by 2028, 60% of brands will use agentic AI to deliver one-to-one interactions. Persistent digital concierges spanning marketing, sales, and support. All at once. Not campaigns, not channels. Conversations that are continuous, contextual, and carried across every touchpoint. That's the future we're building at Parloa. And honestly, the infrastructure to get there is exactly what we've been focused on since day one. 🔗 Link in comments link
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Winnie Palmer shared thisYou can't prefer Aristotle until you've read Plato. I've been thinking about what that means for marketing careers — and for how we hire. Range gets treated as a liability. A sign you haven't committed. But the ability to read a business situation and know which strategy fits? That only comes from operating across enough terrain to recognise the patterns. Here's the irony nobody in the AI conversation is talking about: AI is exceptionally good at depth within a defined domain. It can execute specialist tasks faster and cheaper than any human specialist. What it can't do is walk into a business and read the room — sense that the GTM motion is wrong for the stage, or that what looks like a pipeline problem is actually a positioning problem. The digital age created the cult of specialism. The AI age is quietly making specialism the most replaceable thing in the room. A generalist with curiosity and judgment can now do significantly more with AI than ever before — because they know what to ask for across multiple domains. A specialist gets faster in their lane. A generalist gets faster across all lanes. Breadth is rare in marketing. That's exactly why it's valuable. Wrote something on this. Curious whether it resonates — especially those of you who've built or led marketing teams. Link in comments 👇 #Marketing #AI #MarketingLeadership #CareerDevelopmentThe Fallacy of the Specialist: Why Breadth Makes You a Better MarketerThe Fallacy of the Specialist: Why Breadth Makes You a Better Marketer
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Winnie Palmer shared thisBranding and marketing are distinct disciplines. Marty Neumeier explains this so well that I felt compelled to share this episode on “branding in an age of autocracy.” Worth a listen: https://lnkd.in/e58EqiVHS06.EP13 - Branding in an Age of Autocracy: Marty Neumeier on Trust, Truth & PowerS06.EP13 - Branding in an Age of Autocracy: Marty Neumeier on Trust, Truth & Power
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Winnie Palmer shared this❓Where has my business fallen down — strategy or execution? 🔮 Think again... Execution naturally fixates on activities; strategy often emerges from pattern recognition. When a business falters, the real issue may be neither. Ask instead: 1️⃣ Is your revenue architecture structurally constraining growth? 2️⃣ Is a systemic inefficiency disguising itself as a GTM performance issue? I’m absolutely loving the new revenue architecture series on Louis Fernandes's podcast where he and Simon Daniels explain in plain terms how commercial leadership can rethink the design of their revenue system, not just strategy or execution, to maximise performance. https://lnkd.in/ecvAnSTu Winning by Design #RevenueArchitecture #GTM
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Winnie Palmer shared this“AI is changing work by exposing whether leaders actually understand what parts of work can be delegated and what parts must remain unmistakably human.” Recruitment is one example: • Good CVs and good talent are not always the same thing. • When the business needs fresh thinking, relying solely on CVs can reinforce existing biases and established ways of working. As businesses rapidly deploy AI across their operations, leadership needs to stay strategic and ensure plans align with the core business fundamentals to minimise the risks of becoming performative, arguably benefitting AI vendors more than the organisation they serve. Something to think about 🤔 #AI #GTMWeekly Briefing: Anthropic’s Fluency Gap, the Hiring System Failure, Meta's Design Ruling, and the Failed Promise of AI CoworkersWeekly Briefing: Anthropic’s Fluency Gap, the Hiring System Failure, Meta's Design Ruling, and the Failed Promise of AI Coworkers
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Winnie Palmer reposted thisIf you want to know who really controls your data, look at your file formats. Germany just made a massive move that proves they are finally taking back control: as part of the "Deutschland-Stack," they are making the Open Document Format (ODF) a mandatory, binding standard for public authorities. Proprietary alternatives will no longer be treated as equal options. For a long time, we've talked about "digital sovereignty" as an abstract goal. But this move tackles the reality: establishing an open format is the absolute foundation of it all. Here is why this matters: When you rely on proprietary formats, you aren't just buying software; you are locking yourself into a vendor's ecosystem. You can't simply swap out a provider when you want to, because your entire archive of documents relies on their specific code to open properly. It promotes a silent, expensive vendor lock-in. Open formats completely flip the script. They guarantee that the documents a government creates today can still be read, edited, and processed decades from now, regardless of which software suite is being used. It allows organizations to replace vendors easily, creating actual competition and leveling the playing field for Open Source solutions. And Germany isn't just making recommendations, they are changing the rules of the game. Just days ago, the government overhauled its IT procurement standards, legally declaring Open Source as the new default for public software projects. They are actively dismantling the bureaucratic barriers that kept proprietary vendors in power. The Digital Sovereignty and Open Source movements are gaining serious institutional momentum. There will be hurdles, like retraining staff and dealing with legacy systems, but drawing a hard line on file formats is the only way to break the status quo. But here is what I find fascinating: historically, this momentum has been driven almost entirely by the public sector. We are seeing it in places like Denmark, the federal state of Schleswig-Holstein, and even Trinidad and Tobago. The private sector has lagged far behind, until right now. We are finally seeing the corporate world wake up as the financial pain of lock-in becomes too great. Governments are making the switch for digital sovereignty; private companies are finally doing it to survive the squeeze of proprietary licensing. I’m curious to hear your take: Are you seeing this shift in your industry? What is the ultimate tipping point that will force the private sector to finally ditch proprietary stacks for good? #DigitalSovereignty #OpenSource
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Winnie Palmer shared thisYes. Me too. It’s VERY obvious once you start seeing the patterns of LLM writing. Problem is this: “The reader ends up investing more attention than the writer invested effort. That imbalance is noticeable.” Hmmmm, may I please take it one step further? Well, not only it’s noticeable, it’s hugely agitating! Dear vendors, if I’m going to invest time to read your content, please can you have the courtesy to at least review and edit your AI generated content? There you go, a grumpy post from the human me, definitely no AI. 🤣 Happy Friday, people 🙌🏻
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Winnie Palmer reacted on thisReposting this for visibility - please help if you can. Incidentally, as Skyhook Games was one of my first ever clients at Player One Consulting, I can confirm that they are lovely people who really know how to make a great game! #indiegamedev #kickstarter #lawnmowingsimulator2Winnie Palmer reacted on thisNot sure if this is something anybody here can relate to but we’ve unfortunately had the rug pulled from under us. This time yesterday we were at around £20,000 of a £15,000 goal in our Kickstarter campaign, but with under 48 hours to go one of the high-level backers pulled out. To be completely honest, we had our suspicions. In the first couple of days of the campaign somebody took the highest tier, but then started asking odd questions, and ultimately Kickstarter flagged it as a scam and the comments and pledge were removed. A few days later, something similar happened - although this time, the pledge remained, and therefore we hoped it was genuine. Sadly, it wasn’t - and so we’re now in the awkward position of no longer being 100% funded. Rather than pretend nothing has happened, we felt it was better to explain our position and be transparent. This is, ultimately, one of the challenges of crowdfunding today - we don’t really know why people choose to do this, but all we can do now is push on and appreciate all the more everybody who has pledged with genuine intent. We will be doing everything we can in the last 30 hours or so to get over the line - and if there’s anything you can do at this point to spread the word, we would be very grateful. Whatever happens, it makes us more determined than ever to make LMS2 the best we possibly can without our resources to repay the faith our genuine community has shown. https://lnkd.in/eZKuQwhZ #indiegamedev #kickstartercampaign
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Winnie Palmer liked thisWinnie Palmer liked thisRoss Exley, VP Defence Strategy at Hadean, brings nearly two decades of experience from the UK Ministry of Defence, including serving as Principal Private Secretary to the Secretary of State for Defence. Now, he’s focused on continuing to support UK defence from outside government, remaining at the forefront of technological change, driving innovation, and exploring how AI is shaping the future of defence. #Defence #Innovation #AI #EmergingTech #UKDefence #NationalSecurity
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Winnie Palmer liked thisWinnie Palmer liked thisAt Demandbase GO in London last week, I saw some of the most practical applications of AI in GTM I’ve come across so far. Less about hype - more about how you actually use it to prioritise, engage buying groups, and execute faster. Sharing a few takeaways from the day. Great to connect with Juskiran S., Fiona McKenzie, Robert Norum, Graham Reed, Paul Gibson, Carolina Marino Sargeant.
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Winnie Palmer reacted on thisHonored and excited to be part of the advisory board for CloudFest Americas! Looking forward to working alongside such an incredible group to help grow this event and continue building something truly impactful for the industry. Big things ahead! #CloudFest #CloudFestAmericas #Miami2026Winnie Palmer reacted on thisWe're excited to announce this one!!! 🎉 Take a look inside to see... 🚀 Our first release of #CloudFestAmericas Advisory Board including members from: Multidots, GREYD GmbH, DreamHost, BoostedHost, WebPros, Sharktech, Atarim, Limestone Networks, Inc., phoenixNAP. 😎 Taking The Work Out Of Network - We've got so much happening beyond the conventional networking aspects. Parties, Server Throwing, Pickleball Tournament - you name it! B2B doesn't have to be boring! 🎯 Sponsorship and Exhibition Spaces - We're all about bringing fun, different yet meaningful sponsorship packages come to life! Check out our sponsorship opportunities and see how we can elevate your brand (or grab our partnership prospectus now: https://lnkd.in/eJhg5RBx ) ⏳ Details On The Ticket Price Increase This Week!Advisory Board Members Confirmed Ahead of Price Increase!Advisory Board Members Confirmed Ahead of Price Increase!
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Winnie Palmer reacted on thisWinnie Palmer reacted on thisBig news from Personio today: we've acquired aurio (acq. by Personio), a recruiting AI startup. Making bold market moves, building to win the long game and I'm proud to be a part of it. aurio has already built and proven agentic solutions for candidate sourcing and screening and they're joining our Tech organisation to accelerate what we've been building for years. aurio supports the vision we’ve had about AI’s role in HR: that recruiting teams can move faster, handle higher application volumes, and surface the right candidates, all while keeping every hiring decision firmly human-led. Welcome to the aurio team. Let's deliver for our next 16,000 customers.
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Winnie Palmer reacted on thisWinnie Palmer reacted on thisEven a tube strike can't stop The CMO Circle marketing dinner at the Devonshire. And what a dinner it was — the food was excellent and the conversation even better. Big thank you to my group Forest Kwok, Charlie Cooke, Jenny Thwaites, Sophie Harris, Andrew Cocker and Lauren Berkemeyer for upskilling me in the world of influencers. When's our next session to plan our crazy golf course business? And of course to Shani Wijetilaka, Andrew Maddox and Lewis Crosbie at KOMI for hosting us, sharing some genuinely useful influencer insights, and surprising everyone on arrival with their favourite cocktail. Now the question is......which restaurant next........
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Winnie Palmer liked thisWinnie Palmer liked thisThe penultimate instalment in the #WBIGTM #GrowthArchitecute content arc! This week, Simon and I tackle the big problem in revenue forecasting: the perpetual assumption that certainty exisits in it, when in reality, it doesn't. That's the problem. Revenue is not a fixed outcome. 𝗜𝘁’𝘀 𝗮 𝗿𝗮𝗻𝗴𝗲 𝗼𝗳 𝗽𝗿𝗼𝗯𝗮𝗯𝗶𝗹𝗶𝘀𝘁𝗶𝗰 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀. Here’s where most SaaS leaders go wrong: 👉 They fix the structure (Enterprise, SMB, PLG) 👉 They improve the inputs (leads, conversion, ACV) 👉 They build a more detailed model …and still miss the number. Why? Because they’re still treating the system as deterministic. In reality: • Every input varies • Every conversion fluctuates • Every deal is context-dependent And when you multiply variability… you don’t get a number. You get a 𝗱𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻. In this episode, we break down: • Why even “good” forecasting models still fail • The difference between observed values and assumed constants • How variability compounds across the funnel • Why Monte Carlo analysis changes the game • And how to interpret P5, P50, P95 properly The critical shift: 👉 Stop asking: “What’s the number?” 👉 Start asking: “What’s the range—and what’s driving it?” If your forecast looks solid… but reality keeps diverging… This episode will explain why. 🎧 Listen now #WBIGTM #SaaS #GTM #GrowthArchitecture #Forecasting #MonteCarloWhat's Broken in GTM and How to Fix It ep48: Growth Architecture pt3What's Broken in GTM and How to Fix It ep48: Growth Architecture pt3
Experience & Education
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Blackwall
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See their title, tenure and more.
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Licenses & Certifications
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Oxford FinTech Programme
The University of Oxford Said Business School
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Volunteer Experience
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Founding member
NGO, International Women's Network in Sustainability, Hanover, Germany
Economic Empowerment
Projects
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Bloomberg HPE Greenroom
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See projectThe CTO and CXOs form a community that believes in technology being the key driver of businesses, and hence, we positioned HPE as a part of this conversation by partnering up with Bloomberg, one of the global leading media properties. We furnished one of Bloomberg studios with HPE branded elements including HPE branded pillows, chairs, carpet, and background screens looping HPE videos. As Bloomberg interviews the CXOs/governmental officials regarding the various challenges they face and how…
The CTO and CXOs form a community that believes in technology being the key driver of businesses, and hence, we positioned HPE as a part of this conversation by partnering up with Bloomberg, one of the global leading media properties. We furnished one of Bloomberg studios with HPE branded elements including HPE branded pillows, chairs, carpet, and background screens looping HPE videos. As Bloomberg interviews the CXOs/governmental officials regarding the various challenges they face and how they view technology’s impact on their businesses , the HPE branding elements are in full view in the background. Apart from drawing a lot of attention for HPE as thought leaders in technology, it also associated us with the leveraged credibility from Bloomberg, and gave as a lot of visibility amongst senior management across sectors. A few examples of this series of interviews were, Joe DeSena, founder of Spartan Race, who talked about how he boosted his business through the use of technology by having a complete integration in terms of communication and getting real-time update from over 35 countries. Another notable inclusion was Tony Fernandes of AirAsia, who spoke about the future of airlines becoming tech companies and how AI, machine learning and data analytics will profoundly impact the industry. The videos are amplified through social media to further increase reach to target audience and form part of the broader content repertoire for digital activation. A subtle branding exercise like this brings HPE top of the mind of key decision makers that is impactful and not intrusive.
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Yeasayers - winner of best branded content program B2B category
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Creative story telling turning IT naysayers into yeasayers with HPE solutions making IT simple.
Winner of the Best Branded Content Programme B2B category by the DigiDay Content Marketing Award.
https://twitter.com/DigidayAwards/status/979528641381109765
Great team work with the Digitas HPE team and our partner at the Economist Media Group.Other creators -
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HPE / Sky Sports product integration for Sky's great summer sports and HPE brand campaign
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See projectHaven OnDemand is a platform for building cognitive computing solutions using text analysis, speech recognition, image analysis, indexing and search APIs. During the summer in 2016, I led a project that integrated Haven OnDemand with Sky Sports (a similar property to ESPN in the US) and delivered a high impact branding campaign including the daily stats generated by Haven OnDemand and predicted results and player analytics over 13 articles ranging from golf, tennis, premier league football…
Haven OnDemand is a platform for building cognitive computing solutions using text analysis, speech recognition, image analysis, indexing and search APIs. During the summer in 2016, I led a project that integrated Haven OnDemand with Sky Sports (a similar property to ESPN in the US) and delivered a high impact branding campaign including the daily stats generated by Haven OnDemand and predicted results and player analytics over 13 articles ranging from golf, tennis, premier league football, engaging with the targeted ITDM emotionally and driving awareness and education. This is not a simple product placement – rather, a deep product integration providing backbone insights and analytics to Sky Sports content that demonstrated to the intended audience our Haven OnDemand software capability in a stylish and effective way. Example article: http://www.skysports.com/more-sports/news/12040/10427989/sky-sports-and-hpe-team-up-to-analyse-biggest-sporting-events
Honors & Awards
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Silver BellRinger from the PR Club
PR Club
B2B campaign, in partnership with the Red Lorry and Yellow Lorry
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Shortlisted Communications and Content: Impact
BIMA
In collaboration with Digitas
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Winner of Best Campaign - Vendor
CRN Sales and Marketing Award
HPE - Simplvity-Hyperconvergence Cup
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Shortlisted Best Live Event
Digiday
Bloomberg Media Group and HPE – HPE Green Room: London
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Winner of Best Branded Content Program
Digiday
B2B The Economist Group and HPE – “Yeasayers” game
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Shortlisted B2B Campaign of the Year
M&M Global
HPE: Accelerating progress through technology
Languages
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English
Native or bilingual proficiency
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Mandarin
Native or bilingual proficiency
Organizations
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CMO Coffee Talk
Member
- PresentThe place where B2B CMOs, learn, laugh, and connect personally and professionally.
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Athena Worlds
Board member
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CROconnected
Member
- PresentThe most experience rich CRO community globally.
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National Sales Conference
Judge
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Pavilion
Executive member
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Tech London Advocates
NED at Women in Tech
- PresentTECH LONDON ADVOCATES is an unrivalled collection of tech leaders, experts and investors uniting to form the most influential independent, private sector group in London
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Phone-Paid Services Authority
Board Member
-Merged with the UK OfCom, the UK Regulator for the telecommunication industry.
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Extraordinary Women on Board
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-Extraordinary Women On Boards (EWOB) delivers the cutting-edge knowledge, valuable resources, and powerful connections needed to advance boardroom excellence and modernize governance. We amplify the influence of women inside the boardroom and beyond.
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University of Greenwich
Non-Executive Director
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Chartered Institute of Marketing
Mentor
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Asia Research Centre - University of Victoria, Wellington, New Zealand
Fellow
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Bloomberg X community
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