Cinematic image of a business leader standing at the center of a circular stone maze, illuminated by a warm glow while the surrounding labyrinth fades into fog. The visual symbolizes confusion in traditional B2B segmentation and the discovery of clarity through the Minimum Viable Segment (MVS) and Jobs-To-Be-Done (JTBD) insights. Used as the hero image for the article ‘Why Most B2B Segmentation Fails — And How the Minimum Viable Segment Changes Everything.’
Emmanuel Obadia Go-To-Market, Marketing, Our Blog, Product Growth, SaaS Business, Strategy, Leadership & Management

Why Most B2B Segmentation Fails — And How the Minimum Viable Segment Changes Everything

Most B2B segmentation looks great on a slide—but fails in the real world. After interviewing dozens of finance and reporting leaders, a simple truth emerged: people don’t buy because of their ICP profile; they buy because of the moment they’re in. Traditional segmentation ignores the struggling moments, triggers, and thresholds that actually drive decisions. This article explains why most segmentation frameworks break—and how identifying your Minimum Viable Segment (MVS) transforms pipeline, messaging, and growth.

“AI Agent bench” (service, prospecting, content, ops).
Emmanuel Obadia Customer Experience (CX), Marketing, Our Blog, Strategy, Leadership & Management

5 Surprising Truths About AI in CRM for SMBs (and a 30‑Day Pilot Plan)

AI in CRM isn’t a mega‑project. Here’s how SMBs get quick wins: data hygiene, task‑specific agents, and human moments that matter.

Young traveler exploring the world concept. mixed media - courtesy of Serg Nivens
Emmanuel Obadia Marketing, Our Blog, Product Growth, Product Management and CPO, Strategy, Leadership & Management

Your Company Bought a Luxury Gym. Your Competition Is Pounding the Pavement.

Corporate innovation is broken. It looks impressive—labs, consultants, and glossy brochures—but nobody’s actually sweating. In this provocative post, we compare today's innovation efforts to a luxury gym membership: all equipment, no results. Drawing from Jobs to Be Done, Lean Startup, and real-world experience with Fortune 500s, this article shows how to stop admiring the tools and start doing the work that actually gets your company fit to compete.

Attractive young european businessman with spyglass standing on concrete wall background with creative business sketch. Success, marketing, future and idea concept
Emmanuel Obadia AI, Marketing, OKRs, Our Blog, Product Growth, Product Management and CPO, SaaS Business, Strategy, Leadership & Management

From High-Growth Startups to Enterprise Giants: The Scaling Lessons No One Teaches You

From scaling startups to transforming enterprise teams, this post explores the frameworks, methodologies, and tools—such as OKRs, Lean Startup, and IMPACT—that help leaders drive growth with clarity. Learn how the combination of vision, strategy, and AI-powered insights can guide your organization towards success.

A robotic hand and a human hand touching fingertips, symbolizing the connection between AI and human collaboration, with the text 'Human + AI: The Next Evolution' overlayed
Emmanuel Obadia AI, Marketing, Our Blog, Strategy, Leadership & Management, Technology

The AI B2B Sales & Marketing Transformation Imperative: Closing the Gap Between Innovation and Adoption

AI is revolutionizing B2B sales and marketing, but the gap between innovation and adoption remains a major challenge. This blog explores how leaders can bridge this divide, leverage AI to enhance—not replace—human potential, and implement strategic workforce transformation. Discover insights from Numeum Camp 2025, real-world case studies, and actionable strategies to drive AI adoption successfully.

Business professional handing a document to a humanoid robot in a futuristic office setting, symbolizing collaboration between humans and AI
Emmanuel Obadia Branding, Demand Generation, Marketing, Our Blog, Product Growth, Product Management and CPO, Strategy, Leadership & Management

Revolutionizing B2B: How JTBD and Generative AI Unlock Customer Success

Unlock the future of B2B sales and marketing with the Jobs-To-Be-Done (JTBD) framework and Generative AI. This post explores how to decode customer motivations, tackle the Four Forces of Progress, and align messaging for maximum impact. Featuring actionable steps and real-world examples from QuickBooks and Intercom, learn how to transform customer challenges into opportunities and deliver lasting value. Ready to revolutionize your approach?