Are Top B2B Companies Ditching Marketing Funnels for Signal Detection?
The lead generation tool you bought last month is lying to you.
Modern buyers search, compare, and decide, but you never see it. They either convert or turn into ghosts.
But hold on a sec.
I’ve watched this pattern kill dozens of B2B companies and their annual predictable growth. When the pipeline reads CODE RED, everyone scrambles for more Ads, more SDRs, more sequences, and whatnot!
What winning companies DON’T do:
❌ Run more campaigns, hoping for better results
❌ Blast more sequences to hit activity metrics
❌ Wait for buyers to fill forms and raise their hands
What winning companies DO instead:
✅ Build systems that detect intent before conversion
✅ Activate on buying signals in real-time
✅ Make revenue predictable instead of a guessing game
In a recent webinar, I spoke with Ritesh Osta, who calls himself a “GTM Engineer” instead of a marketer. His take on modern GTM stuck with me:
“You don’t have a pipeline problem. You have a signal detection problem.“
I built a full walkthrough showing how this works in practice
Brought AI to Your GTM That Fails? Here’s A Free Playbook To Fix It
Most GTM runs on AI now, or so they think. AI tools are stacked into everything that promises to unlock revenue.
Take a deep breath and accept that AI doesn’t fix fragmented GTM, so let’s stop pretending.
Your GTM operates in silos, and you’re building an expensive noise machine that burns budget faster than before.
The companies who successfully implemented have gone with the architecture-first mode:
Building the Signal Layer to track real buying behavior
Enrichment Layer to build committees automatically
Routing Layer to prioritize by actual probability
Activation Layer to engage with context
Measurement Layer to leading indicators only
Want to successfully implement the architecture-first mode? Then give a try to my playbook.
Since B2B teams are abandoning lead generation, what’s next?
Companies building predictable growth aren’t generating more leads. They’re detecting signals earlier.
Someone on Reddit decoded it right:
The industry sold us a lie: more activity = more pipeline. It’s a fail-proof idea.
The shift:
The companies that adapted the shift aren’t guessing anymore. They know which accounts are in-market before competitors do. They activate at the exact moment when buying intent appears.
If your GTM motion still relies on blasting more sequences, you are failing.
I work with B2B teams to rebuild GTM architecture from lead gen to signal detection. If your pipeline looks healthy but revenue stays UNPREDICTABLE, we need to talk about what’s actually breaking.
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