For CEOs, executives, and investors in small to midsize B2B technology companies, this book provides a clear blueprint for transforming your marketing and GTM approach to unleash hidden value, especially leading up to a transaction or exit event.

The AI-fueled wave of business transformation is digital-first, customer obsessed, infinitely scalable. B2B technology companies that don't get the modern growth engine right, will be left behind by those that do. Based on over thirty years of experience leading major technology company transformations, the author outlines a strategic playbook to rapidly adjust to this new reality in the Power of SURGE—Strategy, Unity, Reputation, Gains, and Efficiency. Learn how to develop the right GTM strategy tailored to your unique business situation, achieve radical alignment across sales, marketing, and customer success, establish a compelling competitive market position and brand reputation with customers, unlock hidden revenue streams, and build a modern go-to-market engine for scale and ROI.

The book covers common disconnects at the executive level that undermine execution, along with why functions are converging and advice for finding and keeping the right CMO or go-to-market leader in today's competitive talent market. You’ll discover proven methods for driving growth, lowering customer acquisition costs, shortening sales cycles, and boosting valuation. With practical advice from the most trusted leaders from across the software industry, this playbook provides the key steps to transform your marketing for a competitive advantage and transaction success.

There is a PDF companion that includes the playbooks, illustrations and frameworks for this title. For instructions on how to view the PDF, please listen to the 'Message to Listeners' section of the audiobook.