--- title: "Rewriting the B2B GTM Rulebook for 2026 | CMO Brunch Recap | VertoDigital" description: "A private CMO Brunch with 45 Boston B2B tech marketing leaders on what is actually working in modern GTM. The practical 2026 rulebook, plus the playbook to download." url: "https://vertodigital.com/gtm-rulebook-2026" image: "https://vertodigital.com/images/site/og-default.png" --- CMO Brunch · Boston recap # Rewriting the B2B GTM Rulebook for 2026 A private CMO Brunch brought together senior B2B tech marketing leaders for a candid, peer-to-peer conversation on what's actually working as GTM playbooks evolve. The result is a practical 2026 "rulebook" - grounded in fundamentals, shaped by AI realities, and built for efficiency. Get the playbook 45 CMOs · 4 panellists · Boston, MA ## What the CMOs are saying ### The questions the room actually wrestled with. Six moments from the brunch, recorded live - five questions to the room, plus one closing thought. Press play to hear how the room answered. - What should stay, go, and change in GTM strategies heading into 2026? ([audio](https://vertodigital.com/assets/audio/cmo-panel-q1-gtm-strategies-2026.mp3), 11:31) - How are CMO and CRO roles converging? ([audio](https://vertodigital.com/assets/audio/cmo-panel-q2-cmo-cro-convergence.mp3), 17:09) - Related: [rebuilding attribution around closed-won, not MQLs](https://vertodigital.com/content-hub/blog/rebuilding-attribution-closed-won-not-mqls) - How are buyers using LLMs, and how should GTM teams adapt? ([audio](https://vertodigital.com/assets/audio/cmo-panel-q3-buyers-llms-gtm-adaptation.mp3), 8:42) - Related: [the difference between SEO, GEO, and AEO](https://vertodigital.com/content-hub/blog/difference-between-seo-geo-and-aeo) - How can agencies and vendors sell to CMOs more effectively by delivering clear, business-critical value? ([audio](https://vertodigital.com/assets/audio/cmo-panel-q4-selling-to-cmos-business-value.mp3), 10:43) - How are teams using AI agents alongside people, and where do they create real GTM impact today? ([audio](https://vertodigital.com/assets/audio/cmo-panel-q5-ai-agents-gtm-impact.mp3), 7:42) - Related: [built to be cited - AI search visibility](https://vertodigital.com/content-hub/vertotalks/built-to-be-cited-ai-search-visibility-sofia-2026) - One closing thought from the room. ([audio](https://vertodigital.com/assets/audio/cmo-panel-closing-comment.mp3), 2:51) ## Inside the CMO Brunch ### Rewriting the B2B GTM Rulebook for 2026 The event brought together 45 Boston-based B2B tech CMOs for an open, peer-to-peer conversation about what's truly working in modern GTM today. The panel shared unfiltered insights, practical frameworks, and real-world lessons from the organizations they shape every day. Here are the pioneering companies and visionary panellists who made it all happen: See how VertoDigital puts these themes into practice: [account-based marketing](https://vertodigital.com/services/outbound/account-based-marketing), [pipeline intelligence and marketing attribution](https://vertodigital.com/services/b2b-pipeline-intelligence-and-marketing-attribution), and [SEO and AEO](https://vertodigital.com/services/inbound/b2b-seo-and-aeo). ### Hosted by - **[Zoran Arsovski](https://www.linkedin.com/in/zoranarsovski/)** - Managing Partner & Chief Growth Officer, VertoDigital - **[Lora Kratchounova](https://www.linkedin.com/in/scratch/)** - Founder & CEO, Scratch Marketing + Media ### The panel - **Grant Ho** - CMO at [IRONSCALES](https://vertodigital.com/case-studies/ironscales) - **Bernd Leger** - Founder, GTM Transformation and Interim CMO at [Showpad](https://www.showpad.com) - **KC Lincoln** - CMO at [Lionbridge](https://www.lionbridge.com) - **Peter Mahoney** - CCO at [GoTo](https://www.goto.com) ## Take the Playbook With You All key themes, frameworks, and quotes from the CMO Brunch - in one easy read. Download the playbook - PDF · 2.0 MB · Free, no form ## Continue the conversation ### The Teams Behind The Conversation This Brunch was hosted by a group of partners who help B2B teams modernize GTM - from strategy and digital growth to personalization and buyer engagement. **VertoDigital** - VertoDigital is a growth-focused B2B digital marketing agency combining advanced analytics, paid media, SEO, and content strategy to turn complex data into measurable revenue outcomes. [Talk to an Expert](https://vertodigital.com/contact). **Scratch** - Scratch transforms complex B2B tech stories into revenue. With deep expertise in AI, cloud, and telecom, they build creative strategies and ABM programs that boost influence and pipeline. [Talk to an Expert](https://scratchmm.com/contact-us/). **Trendemon** - Trendemon converts B2B visits into revenue using AI personalization and ABM insights. Integrated with Salesforce and HubSpot, it delivers tailored journeys and higher conversions. [Talk to an Expert](https://trendemon.com/sign-up-for-a-demo/). **Sendoso** - Sendoso is a global sending platform that uses AI gifting and seamless integrations to help marketing, sales, and HR teams build meaningful relationships. [Talk to an Expert](https://www.sendoso.com/demand/capture-demo-ai-enhanced-gift).