AI shortlists you before you know they exist.
Your buyer doesn't Google "B2B marketing consultant Belgium" anymore — they ask ChatGPT "Who are the top fractional CMOs for B2B SaaS in Europe?" If you're not in the answer, you're not on the shortlist, and you'll never know the RFP happened. GEO (Generative Engine Optimisation) is what SEO was in 2010 — most of your competitors aren't cited either, and that window closes fast.
RUTTENS+ builds your GEO foundation into every engagement — ICP-specific content that answers what your buyers ask AI right now, so you show up before you're searched for.
Half your deals don't lose to a competitor. They lose to inertia.
Your pipeline forecast shows €400K in late-stage deals. Quarter closes — and most of it didn't go to a competitor. The buyer just stopped: "revisit in Q3," "budget reallocated," "stakeholder changed." Every one is a no-decision loss.
Three things cause committee freeze: no proof the status quo costs more than change, no champion with enough authority, and perceived risk that outweighs perceived benefit. Fix one and the deal moves; leave all three and it dies quietly.
The fix: a business case the champion can take to their CFO, a fixed-scope entry that de-risks the spend, and a "cost of inaction" framing that makes the freeze more expensive than deciding. It's the move I run in every pipeline review — built into MAP and MAX from week one.
The cost to win each customer is up 60%. Your playbook is from 2021.
Volume is dead. Facebook ads, Google paid, cold email — CAC on all of them has climbed since 2021, and the curve isn't reversing. What compounds instead: a distinct POV buyers recognise before they meet you, and a pipeline built on warm intent rather than cold volume. Brand isn't soft — it's the CAC reducer.
RUTTENS+ builds a POV-first content engine: 2–3 posts per week that make your ICP think "they understand us" — content that earns AI citations rather than disappearing into the feed.
Not sure which one is killing yours?
Take the 5-minute GTM Animal Quiz. You'll get your archetype, the specific killer hitting your stage hardest, and 3 moves to fix it this quarter.
Take the GTM Animal Quiz →How I fix this.
Start where it makes sense for your stage and budget. Every entry point leads to the same outcome: pipeline that works without you in every deal.
1-hour working call with Phil + a written diagnosis delivered within a week. Your 3 biggest pipeline leaks named, with prioritised fixes and a recommended next step.
Who it's for: Leaders who need clarity before spending more.
One pipeline leak. One motion. Built, executed, handed over — in 4 weeks. Fixed scope. Fixed price. Phil does the work.
Who it's for: Founders and MDs who need one thing fixed before scaling.
Fractional CMO embedded 10–20h/week. Strategy + execution. Full pipeline ownership from week one.
Who it's for: Scale-ups and PE/VC portfolios who need CMO-level leadership without a full-time hire.