After spending more than two decades in enterprise software and sitting through hundreds of product demonstrations as both a sales executive and now an industry analyst, I’ve become convinced that one of the most overlooked reasons vendors lose competitive deals […]
Infographic: Why Service-Driven HR Tech is the Ultimate ROI for SMBs
This infographic case study highlights a broader lesson for small business owner-operators: the value of HR technology is determined less by feature depth and more by the quality and accessibility of human support. It follows Conor Schmidt, owner of a […]
Solution Spotlight: ZoomInfo’s Shift Toward Context-Driven Orchestration
The Fragmented Reality of GTM Systems A revenue leader reviews a target account before a quarterly planning meeting. The CRM shows a healthy opportunity. Marketing data suggests rising engagement. Intent signals show research into competitors. A hiring alert shows a […]
Nobody Cares What LLM Powers Your AI – They Care About the Problems You Solve.
Artificial intelligence has become the defining narrative across enterprise software. Nearly every briefing, product announcement, and marketing campaign now emphasizes AI capabilities, agents, automation, and the technological advances taking place behind the scenes. From an innovation standpoint, the excitement is […]
AI SaaS Needs a New Sales Conversation
The Feature Pitch Is Not Enough B2B SaaS companies have spent years explaining what their products do. That worked reasonably well when the product was a system of record, workflow tool, or analytics layer. AI changes the sales conversation because […]
Why B2B SaaS Companies Are Becoming Intelligence Factories
The Product Is Not the Raw Material One of the more useful ways to understand AI in B2B software is to stop thinking about it as a feature for a moment. AI is starting to behave more like a productive […]
Monthly Research Recap | May 2026
Recent Report Publications: Mitratech: State of HR Compliance 2026 Study The State of HR Compliance Report, developed through survey research and analysis conducted by the 3Sixty Insights team in collaboration with Mitratech, examines how organizations are navigating the growing complexity […]
Video: Why Analyst Coverage Is Breaking in the Age of AI and Exploding Vendor Growth
At 3Sixty Insights, the pace of change across the software and technology landscape is accelerating beyond what traditional research models can realistically keep up with. In this video, Nicholas Biron explains how the rapid expansion of solution providers, continuous […]
AI Monetization Is Becoming A GTM Systems Problem
Pricing Gets Pulled Into The Workflow The first two articles in this thread focused on AI execution and the GTM interface layer. But once AI systems move from assistance to action, another question becomes harder to avoid: how does the business meter, price, package, govern, bill, […]
Analyst Insight: The AI Access Axis – The New Dimension of SaaS Pricing
Executive Summary SaaS pricing has evolved by expanding dimensionality. Seats defined the early era of subscription software. Secondary metrics such as contacts, storage, and API volume introduced more precise alignment between usage intensity and revenue capture. Cloud infrastructure later normalized […]
The Interface Layer Is Becoming The New GTM Battleground
The Desk Is Moving The MCP story is useful because it gives us a concrete signal to look at. But after sitting with the broader market scan, I do not think the bigger story is really about a protocol. The […]
The Uncomfortable Truth About Modern Analyst Coverage
Why Modern Research Requires More Than Press Releases and Earnings Calls Over the last few months, I’ve found myself in a familiar conversation with vendors across multiple technology markets, and it usually starts in a straightforward way. One of our […]
Video: The Hidden Reason No One Is Winning in B2B Tech Right Now
Most software and technology providers are not losing because of market conditions. They are losing momentum because they are stuck in a cycle of constant planning, reorganization, and strategic resets. In this video, Nicholas break down what we are seeing […]
Model Context Protocol Is Becoming The New Interface Between Revenue Data And AI Execution
For the last year, much of the AI conversation in GTM has focused on assistants. Sellers get writing help. Marketers get content suggestions. Customer teams get summaries. Those use cases matter, but a different pattern is emerging across revenue technology. AI systems are […]
The 30-Minute Rule: Why GTM Buyers Are Rewriting How Software Gets Selected
Here is a great little story on how one GTM team made a software purchase decision. It’s something I believe is a good reminder if you’re still thinking in terms of feature comparisons and vendor evaluations. Most teams are no longer trying to find the best tool, they’re trying to find something that works […]
Monthly Research Recap | April 2026
Upcoming Events: PrismHR Live 2026 | June 14 – 16th, 2026 PrismHR LIVE brings together HR service providers, PEOs, payroll organizations, and HCM technology leaders for a focused exchange on workforce management, compliance, benefits administration, and platform innovation. Representing 3Sixty […]
The Quiet Death of the SDR: Why Some GTM Teams Are Letting Marketing Reclaim the Pipeline
The Signal People buy from people they trust. That’s not new. What is changing is when that trust gets built, and who is responsible for creating it. In a growing number of go-to-market teams, that responsibility is shifting earlier in the process. Not to sales, but to marketing. The SDR […]
The Hamster Wheel of Reorganization: Why Solution Providers Are Struggling to Win
In today’s software and technology landscape, one question continues to surface in our conversations with vendors and service providers: who is truly winning? Historically, this was a relatively straightforward question to answer. There were always clear market leaders, organizations that […]
Anatomy of a Decision: When Marketing Owns the Pipeline – How Fuel50 Rebuilt Its Go-to-Market Operating Model
From Alignment to Elimination For years, B2B companies have tried to solve the same problem: how to get sales and marketing aligned. Fifteen years ago, when I was at HubSpot, we called it smarketing. Weekly meetings, shared definitions, handoff agreements. […]
The Growing Gap Between Vendor Messaging and Organizational Reality
At 3Sixty Insights, we have a dedicated practice focused on HR, Benefits, and Payroll. Over the past several years, we have seen a clear shift in how organizations in this space position themselves in the market. The messaging has evolved […]