Hi!
And just like that, we're in Q4!
There's something about the last quarter of the year that always makes me pause.
There’s still time to make an impact, but not enough to do everything. Q4 is all about focus — cutting the noise and doubling down on what actually works for next year.
So, here’s what I’ve been thinking about:
What’s New?
Q4 Is a Good Time to Get Honest About Growth
By this point in the year, most teams have a pretty good sense of what’s working.
You’ve seen which campaigns captured attention, which channels brought in leads, which accounts engaged, and which opportunities actually moved forward.
And, hopefully, you have a clearer picture of which of those efforts translated into real pipeline.
There’s a lot of noise right now telling teams to stack on more AI, push into new channels, and automate everything in sight.
And to be fair, buyer behavior is shifting. Demandbase recently found that ChatGPT referrals to B2B sites jumped 303% year-over-year. People are clearly using AI assistants to research products and make decisions. But stacking tech isn't driving results.
That massive gap is worth sitting with before heading into Q4. Using AI is easy. Making it actually matter for the business is the real test.
If you're mapping out the rest of the year, here’s where I'd focus:
Audit channels by revenue, not vanity metrics.
Stop looking at clicks, impressions, or MQLs. Trace back where actual, qualified pipeline came from this year. Double down on the channels that created real opportunities before handing out next year's budget.
Map the invisible buyer journey.
Your analytics only tell a fraction of the story. Prospects are using AI tools, scanning review sites, asking peers in private communities, and reading Reddit long before they ever fill out a demo form.
Run a test today: Search your brand like a prospect would. Is it immediately clear what you do and why you're better than the alternative?
Fix bottlenecks, don't chase shiny tools.
Instead of asking "where can we fit this new AI tool?", work backward from your actual pain points:
Is research draining your reps' hours?
Are reps wasting time on poor-fit accounts?
Is campaign execution moving too slowly?
Find the real friction first, then figure out if AI is the right fix.
Simplify the strategy.
Stop carrying outdated campaigns into next year just out of habit. Instead of looking for new things to add, pinpoint the few strategy areas that move the needle and drop the rest.
Growth, Not Noise
Your Pipeline May Start Before Your Pipeline
A recent study from G2 caught my attention: 82% of B2B buyers say they’ve used AI chatbots to source software recommendations over the last two years.
Long before a prospect fills out a demo form or schedules a discovery call, they’re asking AI to rank vendors, weigh pros and cons, and summarize your positioning. By the time they hit your website, their mind is largely made up.
In GTM today, we aren't just competing for leads — we’re competing to be recommended.
If an AI model doesn't understand your core differentiator or can't easily find verified peer reviews about your product, you get quietly left off the shortlist.
In Case You Missed It
Fintech Week San Francisco
Check out the photos from this year’s FTW:
This Week’s Top Insights
What I Heard This Week
Earlier this week, I spent time at FTW San Francisco and Brex HQ, where I moderated for an AI Era Go-to-Market session hosted by AScaleX and Catalyst Bay.
Instead of taking the stage, I took a seat in the room and listened to what founders, operators, and investors are focused on right now.
A few ideas from the Leadership Summit really stayed with me:
AI can take on the work nobody wants to do.
One conversation explored the enormous administrative burden involved in settling an estate — work that can take families hundreds of hours. It was a powerful reminder that some of AI’s biggest opportunities may be hiding in the most tedious and overlooked parts of our lives.
Buying AI isn't the same as adopting AI.
The discussion around legal AI highlighted how much organizational change is required alongside the technology. Leaders need new workflows, training, governance, and ways to incorporate their own institutional knowledge.
Everyone is becoming a builder.
AI is making it possible for people without traditional technical backgrounds to create tools and automate processes themselves. That could fundamentally change how teams operate and what we expect from employees.
The human layer isn't going away.
If anything, it becomes more important. In financial services, where accuracy and trust are critical, AI needs clear boundaries, testing, oversight, and accountability.
It’s been great seeing these events come together and all the hustle behind the scenes in collaboration with the AScaleX team.
A Quick Reminder
GTM Unlocked at SF Tech Week
A quick reminder that AScaleX is bringing GTM Unlocked to San Francisco during SF Tech Week.
On Thursday, October 8, I’ll be hosting an intimate evening with a curated group of founders, CMOs, COOs, growth leaders, and operators.
We’ll be talking about the shifts we’re seeing across GTM — from AI-powered funnel architecture and positioning to brand, trust, account-based strategy, signal capture, and pipeline velocity.
More importantly, I’m looking forward to bringing together people who are actively building and scaling businesses and creating space for candid, high-signal conversations.
📍 Che Fico Pizzeria
1 Warriors Way, Unit 300, San Francisco, CA
📅 Thursday, October 8
🕠 5:30 PM – 7:30 PM
Attendance is strictly by invitation and intentionally limited so we can keep the room intimate and the conversation meaningful.
If you're joining us for SF Tech Week, I’d love to see you there. Request your ticket here.
Making the Right Moves
Q4 isn't about doing more.. It's about doing the right things better.
Hopefully, these insights give you a starting point to refine your GTM strategy and head into the new year with clarity.
Looking forward to seeing many of you at our upcoming events!
— Angelique
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