Author

Virginie Rivet

Senior Consultant, GTM and Marketing Strategy

Virginie Rivet helps B2B software and services companies build AI-driven marketing that drives measurable growth. With more than a decade of experience across Europe, she combines GTM strategy, attribution and AI-powered marketing, hosts the Revenue for Breakfast event series in Germany and is the organisation lead behind the Beyond Revenue podcast.

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How to Operationalize Your ICP: The Step-by-Step Framework for CRM, Scoring, and GTM Execution

The step-by-step framework for operationalizing your ICP across CRM, scoring, and GTM execution.

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Marketing11 August 20265 min read

Lead Scoring vs. Account Scoring in B2B: Key Differences and When to Use Each

Lead scoring vs. account scoring in B2B: the key differences and when to use each.

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Marketing4 August 20265 min read

Why Trust Decides B2B Deals Before Sales Gets Involved

Why trust marketing earns the shortlist before sales ever gets involved, and how to build it into your revenue architecture.

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Marketing23 July 20265 min read

Why “More Leads” Doesn’t Fix Growth in Complex B2B

Why more leads don't fix growth in complex B2B — and why the system, not the effort, is the constraint.

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AI25 June 20265 min read

How B2B Revenue Teams Should Actually Use AI in Their GTM Motion

Why the teams getting real results from AI built structure first, and how to sequence AI into your GTM motion.

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Sales23 June 20265 min read

Why Sales and Marketing Are Still Misaligned — And What Actually Fixes It

Why two decades of alignment initiatives still fail, and the operating changes that actually fix sales and marketing misalignment.

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Marketing9 June 20265 min read

What Is the Trust Layer in B2B GTM — and How Do You Build It?

The seven components of the Trust Layer, why most teams build trust in the wrong places, and how to close the gap.

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Marketing4 June 20265 min read

Why Do B2B Buyers Form Their Opinion Before You Ever Speak to Them?

Why buyers decide before first contact, how AI raised the stakes, and what to do about the pre-engagement trust gap.

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Marketing21 May 20265 min read

What 173 Head of Marketing Jobs in Europe Tell Us About the Role in 2026

What 173 Head of Marketing job postings across Europe reveal about how the role is actually defined in 2026.

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Marketing28 April 20265 min read

Why ICP Precision Beats Lead Volume in B2B Revenue Growth

Why a precisely defined ICP is a revenue architecture decision — and how imprecision inflates CAC across every function.

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RevOps20 March 20265 min read

Why revenue breaks at the seams and how alignment actually works

Most revenue problems happen between Sales, Marketing, and Customer Success — not inside them. How alignment actually works.

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Marketing20 March 20265 min read

ABM is not automation. It’s a strategic approach relating to how Enterprise buyers choose.

ABM is not automation — it is a strategic approach to how enterprise buyers choose.

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Marketing17 March 20265 min read

From Lead Generation to Revenue Accountability: How B2B Marketing Should Be Measured

Why B2B marketing should be measured on pipeline quality, conversion, and revenue contribution — not lead volume.

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