C-Suite Sales & Marketing Perspectives

Our Land-and-Expand Strategy Is Broken

08 Apr 2025

Contributed by Lukas

💡 Vidhya Srinivasan, Chief Product and Marketing Officer at Magnit, discusses how companies miss massive revenue gains by fixating on new customer ...

How Important Are People in Creating Unicorns?

07 Apr 2025

Contributed by Lukas

💡Guillem Fiter, the CMO of Opti Digital, talks about the often-underestimated role of the people factor in creating unicorn companies. He discusses...

How Do You Demonstrate B2B Value? A Challenge to Overcome

07 Apr 2025

Contributed by Lukas

💡Lina Tonk, the Chief Marketing Officer of Recurly, Lina Tonk, as they delve into the complexities of demonstrating B2B value. With her vast experi...

Overcoming the Challenge of B2B Buyers' Own Misperceptions of Their Problem

02 Apr 2025

Contributed by Lukas

💡 Vera Huebner, Chief Marketing Officer at Frankfurt School of Finance & Management, discusses re-educating B2B buyers in detail. Her insights ...

How to Redefine Value in the Buyer’s Journey

02 Apr 2025

Contributed by Lukas

💡 Ryan Nelsen, Chief Marketing Officer at StackAdapt, dives deeply into redefining value across today’s complex buyer journeys. He discusses the ...

Why B2B Companies Fail to Capitalize on Their Most Important Competitive Advantage

14 Mar 2025

Contributed by Lukas

💡Aleassa Schambers, Chief Marketing Officer at Seerist, shares her rich history in marketing and delves into the crucial topic of leveraging custom...

How to Create Year-Over-Year Growth in a Vastly More Competitive ABM Market

14 Mar 2025

Contributed by Lukas

💡Sunita Kishnani, Chief Marketing Officer at Softude, discuss innovative strategies in account-based marketing (ABM) and go-to-market approaches fo...

What is the CMO's Agenda for Setting Priorities?

14 Mar 2025

Contributed by Lukas

💡Sheel Gupta, Fractional CMO/CGO and Co-Founder of 1to10, dives into the critical agenda for CMOs in their first 60 days, focusing on leveraging cu...

CMOs: Start Being Uncomfortable About the Concept of Ideal Customer Profile

14 Mar 2025

Contributed by Lukas

💡Lee Grunnell, CMO at Womble Bond Dickinson (UK), sheds light on the critical examination of the Ideal Customer Profile (ICP) and the necessity of ...

Why Our Lack of Focus Is Our Number One Growth Problem

14 Mar 2025

Contributed by Lukas

💡Monica Elgemark, Chief Marketing Officer at Oneflow, delves on the challenges companies face in maintaining focus on their Ideal Customer Profile ...

How to Create Your Go-to-Market Ecosystem

14 Mar 2025

Contributed by Lukas

💡Stephen McCarney, CMO at The Merlin Group, shares his extensive experience in scaling businesses and turning around stagnation by forming robust e...

CMOs: How to Overcome Our Biggest Internal Challenges to Growth

14 Mar 2025

Contributed by Lukas

💡Andrej Krahne, Chief Innovation and Marketing Officer at Hyand Technology, dives into the internal challenges that B2B companies face, which Andre...

Breaking Through the Uphill Trust Battle of Today's Go-to-Market Strategy

14 Mar 2025

Contributed by Lukas

💡Jaume Ayerbe, Chief Revenue Officer at Nalanda Global, shares insights about the critical role of trust in B2B sales. Jaume sheds light on the imp...

CMOs: Why You Need Five-Star Reviews for Everything You Produce

14 Mar 2025

Contributed by Lukas

💡Horst Müncheberg, Chief Marketing Officer at ABLE Management Services, delve into the pivotal role of marketing as an enabler within organization...

The Missed Opportunity for Fractional CMOs

14 Mar 2025

Contributed by Lukas

💡Kaila Yates, Interim CMO at Zellis, delves into the evolving role of the fractional CMO. With the business landscape rapidly shifting due to post-...

CMOs: Why Is Marketing Losing Its Seat at the Table?

14 Mar 2025

Contributed by Lukas

💡Edyta Malatrat, Chief Marketing Officer at Symfonia, delves into the substantial role of marketing in today's corporate landscape and how it often...

The Mental State of Today’s CMO

14 Mar 2025

Contributed by Lukas

💡Kady Srinivasan, Chief Marketing Officer at Lightspeed Commerce, discuss the challenging and ever-evolving role of a CMO in today's business lands...

CMOs: Why Our Internal Challenges Are as Important as External

14 Mar 2025

Contributed by Lukas

💡Will Milano, Principal of Paramount Professional Services Marketing, delves into the often-overlooked internal challenges that B2B businesses face...

The Pre-Decision Playbook: Building Trust Before B2B Buyers Choose

26 Feb 2025

Contributed by Lukas

💡 Emily Askham, CMO at Natixis Investment Management, explores the crucial role of marketing in building trust within the B2B financial sector. She...

What Does Creating Hypergrowth Look Like for Today's B2B Companies?

25 Feb 2025

Contributed by Lukas

💡 Peggy Studer, CMO at Klaxoon, explores the complexities of driving sustainable hypergrowth in B2B. She shares insights on cultural nuances, marke...

How to Maintain Human Connections Amidst Go-to-Market Complexity

25 Feb 2025

Contributed by Lukas

💡 Felix Bartels, CMO of the Serviceplan Group, shares his journey from medicine and sports science to marketing. He explores blending emotional eng...

How to Double Down on Your Most Profitable ICP

04 Feb 2025

Contributed by Lukas

💡 Jonathan Metrick, Chief Growth Officer and Partner at Sagard, shares invaluable insights into the importance of focusing on a profitable Ideal Cu...

CMOs: What’s Your Next Best Move?

04 Feb 2025

Contributed by Lukas

💡 Brian Cody, Chief Marketing Officer at Basys, delves into the pivotal role of a CMO in fostering sustainable long-term growth and strategic align...

CMOs: Why Playbook is the New Dirty Word

04 Feb 2025

Contributed by Lukas

💡 Manisha Khadge, Chief Marketing Officer at Mindbowser Inc., delves deeply into the necessity for adaptability in marketing, the rapid pace of tec...

Is Experience King of the B2B Marketing World?

04 Feb 2025

Contributed by Lukas

💡 Derek Weeks, Chief Marketing Officer at Katalon, delves into a thought-provoking discussion about the power of community-led marketing and its tr...

How to Scale from $1M to $20M in ARR

20 Jan 2025

Contributed by Lukas

💡 Bryan Burdick, President and Co-Founder of ClearGov, shares his journey, recounting his incredible trajectory from a standout 11-year-old nationa...

Our Greatest Challenges to B2B Growth Are Internal

20 Jan 2025

Contributed by Lukas

💡 Tom Stuart, Chief Marketing Officer at Lula, shares his insights on exploring the critical role of internal alignment in driving growth for B2B c...

How to Market in an Intention-Overloaded Economy

20 Jan 2025

Contributed by Lukas

💡 Ryan Torresan, CMO at Peak Dental Services, shares his journey from a focus on research and analytics to leading marketing departments in the den...

How to Create True Go-to-Market Efficiencies and Growth

20 Jan 2025

Contributed by Lukas

💡 Philippe Ruttens, Chief Marketing Officer at Tyk, discusses the intricacies of creating efficient go-to-market strategies for long-term growth. W...

How to Create Alignment Between Your ICP and Go-to-Market Strategy

13 Jan 2025

Contributed by Lukas

💡 Nicolas Deswarte, CMO of Thiga, shares insights on aligning Ideal Customer Profiles with go-to-market strategies. He emphasizes weekly customer e...

What to Learn from a Goldman Sachs Advisor and Three-Time CMO

03 Jan 2025

Contributed by Lukas

💡Efrat Ravid, Chief Marketing Officer at Quantum Metric, talks about her inspiring journey from software engineering to becoming a marketing leader...

C-Suite: How to Create a Winning Culture That Produces Unicorns

03 Jan 2025

Contributed by Lukas

💡 Jamie Walker, CMO of Keyfactor, and Dan Michael, CSO of Keyfactor, share how a strong company culture drives growth, retention, and performance. ...

The Investor CMO and Entrepreneur Perspective on Building Today’s Go-to-Market Strategy

23 Dec 2024

Contributed by Lukas

💡 Diana Selguson, CMO at TB-Group, shares insights from her experience in startups, scale-ups, and as an investor evaluator. She explores go-to-mar...

CMOs: How to Utilize AI for Competitive Marketing

23 Dec 2024

Contributed by Lukas

💡 Angela Hill, Partner and Chief Marketing Officer at Chief Outsiders, shares insights on using AI to enhance traditional marketing. She emphasizes...

How to Market with Too Many Unknowns

23 Dec 2024

Contributed by Lukas

💡 Alexa Schritzinger, Head of Marketing at Watershed, shares strategies for thriving in uncertain marketing landscapes. She discusses balancing dem...

CMOs: Stop Burning Your TAM

11 Dec 2024

Contributed by Lukas

💡 James Dress, Chief Growth Officer at Corus, discusses the evolving role of C-suite executives and strategies to avoid exhausting your Total Addre...

Marketing Exec POV: How to be Digital First, Human Always

03 Dec 2024

Contributed by Lukas

💡 Nidhi Daga, SVP of Marketing, Growth, and Digital Experiences at JPMorgan Chase, explores how customer experience (CX) is becoming the key differ...

CMOs: More Than Ever, Conversations Are the Gold Mine

19 Nov 2024

Contributed by Lukas

💡 Thomas McCarthy-Howe, Chief Technology Officer at STROLID, Inc., delves into the transformative power of AI in business communication. He explore...

Myth or Truth: Never Make a B2B Cold Call

19 Nov 2024

Contributed by Lukas

💡 Mike Vannoy, CMO at Asure Software, talks about the contentious topic of B2B cold calling, weaving through concepts of customer experience, conte...

Why CMOs Need to be Chief Competitive Advantage Officers

19 Nov 2024

Contributed by Lukas

Laura Proctor, Chief Marketing Officer at Summize, talks about the evolving role of CMOs and why they need to become more akin to Chief Competitive Of...

CMOs: How to Play the Dual Role of Marketer and Business Leader at the Same Time

19 Nov 2024

Contributed by Lukas

💡 Elizabeth Clor, Chief Marketing Officer at Contegix, shares her experiences and insights on balancing the dual roles of a CMO as both a marketer ...

CROs: How to Build a Diversified Portfolio of Revenue

11 Nov 2024

Contributed by Lukas

💡 Edan Gottlib, CRO at Hygraph, shares insights on the intricacies of building a diversified revenue portfolio, crucial for achieving sustainable g...

CMOs: The Engineering Perspective on Creating Hyper-Revenue Growth

11 Nov 2024

Contributed by Lukas

💡 Pete Garza, Head of Product Marketing at DealSignal, discusses his journey to becoming a sought-after CMO, known for transforming companies throu...

CMOs: Why B2B Marketing Needs to Be More Like Entertainment

11 Nov 2024

Contributed by Lukas

💡 Jeremiah Glodoveza, SVP and Global Head of Marketing and Communication at NIUM, discusses how B2B marketing can learn from the entertainment indu...

Getting Things Done as a CMO, Now CRO

11 Nov 2024

Contributed by Lukas

💡Sanja Gabler, Chief Revenue Officer at Trapets, shares her experience transitioning from CMO to CRO, highlighting the role's strategic demands in ...

How to Transform Your GTM Strategy for Today's B2B Buyers

06 Nov 2024

Contributed by Lukas

💡 Tom Venable, Chief Commercial Officer at Aprios Customer MFG, delves into how businesses need to realign their go-to-market strategies to fit the...

CMO Resilience: How to Prove Marketing's Value

06 Nov 2024

Contributed by Lukas

💡 Izabela Misiorny, Chief Marketing Officer at Siteimprove, discusses the intricate balance involved in proving the value of marketing. She shares ...

CMOs: Elevating the Customer Role to a Seat at the Table

06 Nov 2024

Contributed by Lukas

💡 Peter Lloyd, a globally experienced CMO and marketing expert, explores the critical role of customer-centric strategies in global marketing and s...

CMOs: How to Build Adaptive Frameworks for Changing Market Conditions

06 Nov 2024

Contributed by Lukas

💡 Andy Weiss, Chief Marketing Officer at Ceipal, explores how adaptive frameworks can effectively guide companies through periods of rapid change. ...

CRO Insights: In-Depth ICP Analysis Drives Go-to-Market Success

05 Nov 2024

Contributed by Lukas

💡 Baris Vural, CRO at Smartlinx, emphasizes the vital role of a well-defined Ideal Customer Profile (ICP) in accelerating go-to-market success. He ...

CMOs: What Is the Importance of Your ZMOT?

04 Nov 2024

Contributed by Lukas

💡 Vikram Bhaskaran, VP of Growth Marketing at ThoughtSpot, delves into the concept of the Zero Moment of Truth (ZMOT) and its crucial role in conte...

The Concept of CMO Darwinism

04 Nov 2024

Contributed by Lukas

💡 Shashwat Ghosh, Former CMO at FieldAssist, discusses CMO Darwinism and its implications on the ever-evolving role of a Chief Marketing Officer. H...

Cloud Republic: Modernizing Go-to-Market Strategies for Success

04 Nov 2024

Contributed by Lukas

💡 Søren Vasø, Chief Marketing Officer at MapsPeople, delves deep into innovative B2B marketing strategies. Søren discusses the groundbreaking co...

CMOs: Don’t Accept the Status Quo, Be a Business Leader First

22 Oct 2024

Contributed by Lukas

💡 Zarina Stanford, CMO at Bazaarvoice, dives into how her storytelling skills transcend traditional marketing roles, advocating for dynamic leaders...

B2B CEOs: How to Use AI to Accentuate Your Competitive Advantage

22 Oct 2024

Contributed by Lukas

💡 Steven Hyde, Chief Executive Officer at Push, delves into the transformative impact of AI on performance marketing, drawing from his extensive ex...

CMOs: Becoming the Leading Customer Authority in Your Business

22 Oct 2024

Contributed by Lukas

💡 Claire Hartley, CMO and Company Director at Goodfellow, delves into the significance of becoming the leading customer authority in your business....

CMOs: Lesson Learned From a B2B Turnaround

21 Oct 2024

Contributed by Lukas

💡 Lori Stout, CMO of Bigleaf Networks, discusses the intricacies of a B2B company turnaround. Drawing from her extensive background in customer exp...

How to Not Overcomplicate Our Own Success

16 Oct 2024

Contributed by Lukas

💡 Griffin Parry, Chief Executive Officer at m3ter, along with Kelly Singsank, Director of Marketing, explores the art of simplifying success in bus...

CEOs: The Number One Blind Spot for Creating High-Performance Teams

14 Oct 2024

Contributed by Lukas

💡 Aric Bandy, CEO of Applied Value Technologies, talks about building high-performance teams by focusing on a relatively uncharted area in business...

How Core Values Truly Impact Your Clients and Business

14 Oct 2024

Contributed by Lukas

💡 Michael Zalle, CEO of YellowBird, discusses his journey as an entrepreneurial leader, emphasizing the critical role that foundational core values...

CMOs: What is A Modern GTM Strategy?

14 Oct 2024

Contributed by Lukas

💡 Tim Hillison, Founder and CMO of Entry Point 1, shares invaluable insights about the intricacies of modern go-to-market strategies. Tim brings a ...

CROs: Today’s Go-To-Market Flywheel and How to Get It Started

14 Oct 2024

Contributed by Lukas

💡 Fabian Wilckens, CRO of Mindfuel, shares insights on developing an effective go-to-market flywheel for B2B companies. He explains how the rise of...

CMO & PE Perspectives: How To Create Value Quickly

14 Oct 2024

Contributed by Lukas

💡 Manoj Jasra, CMO at Emids, discusses his experience as a B2B CMO and strategist, emphasizing how to create value swiftly within organizations whi...

Transforming Toxic Cultures Into High-Performance Success

11 Oct 2024

Contributed by Lukas

💡 Lisa Sharapata, CMO at The Arbinger Institute, delves deep into the vital yet often overlooked importance of company culture. Lisa shares invalua...

CMOs: Is Community-Led Marketing One of Your Biggest Blind Spots?

11 Oct 2024

Contributed by Lukas

💡 Kathleen Booth, SVP of Marketing and Growth at Pavilion, shares her extensive knowledge and insights into how community-led marketing can serve a...

The Path to Growing from Zero to $20 Million and Beyond

11 Oct 2024

Contributed by Lukas

💡 Mareo McCracken, CRO at Movemedical, shares insights on scaling businesses through genuine customer care and building trust. He emphasizes focusi...

How to Get Your Sales People Out from Behind the Product

11 Oct 2024

Contributed by Lukas

💡 Sebastiano Pistritto, Chief Marketing Officer at ParcelShield, shares invaluable insights on how to shift the sales perspective from pushing prod...

CMOs: How to Forecast for your CFO with Confidence

08 Oct 2024

Contributed by Lukas

💡 Marie-Laure Carvalho, CMO at Portnox, discussing how Chief Marketing Officers can effectively forecast with confidence for their CFOs. She emphas...

CMOs: Why Creativity Still Moves the Needle

08 Oct 2024

Contributed by Lukas

💡 Jeffrey Goldsmith, Fractional CMO at Emtrain, highlights the ongoing power of creativity in B2B marketing. Drawing from his diverse background in...

CMOs: Marketing & Selling New Categories and Brands

08 Oct 2024

Contributed by Lukas

💡 Denis Scott, CMO at CharterUP, shares invaluable insights on the intricacies of marketing and selling in new categories. With extensive experienc...

CMOs: How to Hit All the Metrics That Matter

08 Oct 2024

Contributed by Lukas

💡 Missi Carmen, CMO at Spirion, shares invaluable insights on the evolving landscape of marketing metrics and technology, shedding light on how ope...

The CMO’s ROI Blind Side

04 Oct 2024

Contributed by Lukas

💡 Christina Kyriazi, Senior Vice President of Marketing at PhotoShelter, shares her journey from analytics to marketing leadership, emphasizing the...

CMOs: How to Succeed When All Odds Are Against You

04 Oct 2024

Contributed by Lukas

💡 Anja Sadock, SVP of Marketing at TrusTrace, shares strategies for scaling a brand and thriving in competitive markets. She highlights the role of...

The CMO's Guide to Starting from Scratch: Learn-as-You-Go Marketing

30 Sep 2024

Contributed by Lukas

💡 Joanna Nguyen, CMO at Willow, shares her approach to building and scaling marketing teams from the ground up. She emphasizes the value of testing...

CMOs: How to Achieve Success by Thinking Like an Investment Banker

24 Sep 2024

Contributed by Lukas

💡 Mariana Cogan, CMO at Hexagon Manufacturing Intelligence, dives deep into her philosophy of achieving marketing success by thinking like an inves...

The CMO’s Most Unexpected Growth Strategy

23 Sep 2024

Contributed by Lukas

💡 Stephanie Bunnell, SVP of Marketing at Aki Technologies, shares valuable insights into the innovative world of unexpected growth strategies, reve...

Aligning the Entire Executive Team Behind Your ICP

23 Sep 2024

Contributed by Lukas

💡 Rhiannon Staples, CMO of GWI, highlights the critical need to align the executive team around the Ideal Customer Profile (ICP). She emphasizes th...

CROs: Understanding Buyer’s Dysfunction

23 Aug 2024

Contributed by Lukas

💡 Mike Slater, an experienced CRO and Executive Board Member, offers an in-depth analysis of buyer dysfunction and sales process management. He als...

What Does It Take to Be a Successful Early-Stage CRO?

23 Aug 2024

Contributed by Lukas

💡 Scott Edmonds, Chief Revenue Officer at Syncari, discusses driving growth in early-stage B2B SaaS startups. He shares insights from his startup a...

B2C Lessons on How to Explode B2B Growth Partnerships

23 Aug 2024

Contributed by Lukas

💡 Shaun Rowan-Popoff, SVP of Marketing at Green Dot Corporation , shares insights on bridging B2C lessons into the realm of B2B marketing to foster...

Why Do B2B CROs Fail So Quickly?

23 Aug 2024

Contributed by Lukas

💡 Warren Zenna, founder of The CRO Collective discusses why B2B Chief Revenue Officers (CROs) often face rapid turnover. He explores the structural...

How to Get Your Sales People Out from Behind the Product

15 Aug 2024

Contributed by Lukas

💡 Sebastiano Pistritto, Chief Marketing Officer at ParcelShield, shares invaluable insights on how to shift the sales perspective from pushing prod...

Part 7: Why Do B2B CMOs Fail So Quickly?

02 Aug 2024

Contributed by Lukas

💡 Wendy White, Chief Market Officer at daxko, delves into the reasons why B2B CMOs often face quick turnovers and failures in their roles. She emph...

Unlocking the Secrets to Success in Billion-Dollar Quotas

02 Aug 2024

Contributed by Lukas

💡 Marva Bailer, CEO of Qualaix, shares invaluable insights from her experiences handling billion-dollar quotas. From understanding the importance o...

What Successful B2B Go-To-Market Execution Looks Like

01 Aug 2024

Contributed by Lukas

💡 Kara Smith Brown, CEO/Founder of LeadCoverage, delves into the intricacies of creating a successful B2B go-to-market motion in the supply chain i...

A Leadership Evolution: B2B CMO Switches to CEO and Back

01 Aug 2024

Contributed by Lukas

💡 Carol Carpenter, Chief Marketing Officer of Unity, reflects on her transition from CMO to CEO. She emphasizes the value of a CEO’s council for ...

From CMO to CRO: Marketing and Sales Alignment

01 Aug 2024

Contributed by Lukas

💡 Jake Braly, CRO at Krisp, reflects on his transition from CMO to CRO, highlighting the need for strong alignment between marketing and sales team...

Exploring the Great B2B Customer Experience Debate

17 Jul 2024

Contributed by Lukas

💡 Tue Søttrup, Chief Executive Officer at Smart Role, explores Customer Experience’s critical role in B2B. He discusses its impact on sales cycl...

How to be a CMO in a Rapidly Growing Startup

17 Jul 2024

Contributed by Lukas

💡 Melissa Moody, CEO at Matcha with 14 years of experience at Google, shares insights on the evolving role of the CMO. She emphasizes the importanc...

CMOs: Stop Undervaluing Net Revenue Retention

12 Jul 2024

Contributed by Lukas

💡 Dave Rigotti, Co-Founder and Head of Marketing at Inflection.io, underscores the critical significance of net revenue retention (NRR) and advocat...

CMOs: Closing the Internal and External Perception Gap

12 Jul 2024

Contributed by Lukas

💡 TJ Waldorf, CMO of 1WorldSync, emphasizes closing the consumption gap between company capabilities and stakeholder perceptions. Amid rapid growth...

How to Successfully Onboard a New VP of Marketing

10 Jul 2024

Contributed by Lukas

💡 Annie Wissner, VP of Marketing at Choozle, shares tips for new VPs or Heads of Marketing. She emphasizes relationship building, understanding exi...

Unlocking Revenue Opportunities Through Win-Loss Analysis

20 Apr 2024

Contributed by Lukas

💡Stu Perlmeter, founder of 1st Resource, Janet Flesch (Practice Lead), and Kelly Eisner (Interview Analyst) discuss the power of qualitative win-lo...

CSO POV: How to Get Marketing More Involved in Sales

19 Apr 2024

Contributed by Lukas

💡 Megan Howe, Chief Sales Officer at Oversight, explores ways to increase marketing involvement in the sales process. She emphasizes the importance...

Lessons Learned from Building Many Aligned GTM Infrastructures

12 Dec 2023

Contributed by Lukas

💡Crys Black, a marketing expert with a background in tech startups, discusses the importance of creating an aligned go-to-market structure within a...

2024 Report: Why Content is the New ABM

12 Dec 2023

Contributed by Lukas

Barbie Mattie, former VP Principal Analyst at Forrester and current growth strategy consultant at Iron Horse, discusses the findings of her recent rep...

Part 6: Why Do B2B CMOs Fail So Quickly?

04 Dec 2023

Contributed by Lukas

Mark Stouse, former CMO and current CEO of Proof Analytics, challenges the notion of being a data-driven CMO. He argues that most CMOs are doing data ...

CMOs: The Impact of FOMO on Revenue

27 Nov 2023

Contributed by Lukas

💡B2B marketing specialist Amanda Rabideau highlights FOMO's influence on revenue marketing. She advocates targeting specific audiences, enhancing c...

How to Reframe the B2B Buyer Conversation for Success

26 Nov 2023

Contributed by Lukas

James Krouse, CMO of Eastridge Staffing Solutions, emphasizes shifting B2B marketing from product focus to educating and supporting buyers. He demonst...

Using Content to Do the Heavy Lifting for You

19 Nov 2023

Contributed by Lukas

Karla Rivershaw, an award-winning global marketing leader, discusses the power of content marketing and its role in understanding and guiding the buye...