Hands up if you’ve ever had a cold call from a company you’ve never heard of, about a product you know nothing about, to solve a problem you’re not sure you even have.
Now keep your hand up if you said, “Goddammit, take my money!” and bought on the spot without a single second of research.
…Yeah, didn’t think so.
That’s not how buyers buy. AND YET, here we are in 2026, STILL running GTM motions as if it is.
What does allbound mean?
Allbound is what the companies who win are doing instead. It brings marketing and sales into one motion, built around how modern buyers really make decisions.
In practice, that means combining AI agents, intent data and custom automation to pre-warm accounts, automate research and book high-converting meetings.
What’s broken with the old way?
Marketing sits in a silo looking for “sourced leads”. Sales sits in a phone booth grinding through 100 cold calls a day to people who don’t care. Then the pipeline dries up and everyone points fingers.
Keeping things in silos is tempting, because it’s “easier to measure”. That’s a 2015 playbook, and it’s costing you in 2026.
Why do KPIs get in the way?
Traditional KPIs actively discourage sales and marketing from working together. (Pssst, did someone say “incentives”??)
If each team is rewarded for its own number, each team will protect its own number. You end up fighting over lead attribution while the buyer gets on with buying from somebody else.
What kind of marketer does this need?
Modern growth needs marketers who act as full-funnel orchestrators, working across the whole motion. Channel managers who stay in their own lane won’t get you there.
The takeaway: stop fighting over who gets the credit, and build a motion that mirrors how your buyers buy.
Casper and I go deeper on this in Marketing Corner episode 160. One of my kids also makes an appearance, because marketing podcasts should be a family affair.