For most of my career, I’ve been brought in when something isn’t working.
Pipeline feels fragile.
Forecasts stop being trusted.
Deals slow down.
Teams work harder but get less back.
And almost every time, leaders are told they have:
A pipeline problem
A sales execution problem
A marketing problem
A tooling problem
But after years inside B2B organisations — as a seller, a leader, a consultant, and now as a fractional operator — I’ve learned something uncomfortable:
Those are rarely the real problems.
What’s actually happening, long before the numbers show it, is this:
Conversations with buyers start to disappear.
Not meetings booked.
Not activity logged.
Real conversations — with the right people, about the right problems, at the right time.
And when those conversations decline:
Trust erodes quietly
Visibility fades
Stakeholder access narrows
Opportunities take longer to form
Forecasts become fragile
Revenue becomes volatile
The cognitive dissonance is this:
We all say “people buy from people they know, like, and trust.”
Yet most GTM strategies are built as if buyers will engage with people they don’t know.
They won’t.
And no amount of automation, messaging, tooling, or AI fixes that.
Over the years, I’ve watched individuals burn out, leaders lose confidence, and organisations overcorrect — adding more process, more pressure, more tech — without ever addressing the root issue.
Conversation scarcity.
The reason I’m sharing this now is simple:
I’ve seen what happens when this problem is ignored for too long.
And I’ve also seen what’s possible when it’s addressed early — intentionally, humanly, and strategically.
So today, I’m opening up the Conversation Scarcity Crisis as a way for:
Individuals
Revenue leaders
GTM teams
And organisations
to diagnose where they really are before it becomes a crisis.
I’ve shared:
A short explainer video
A simple visual showing the stages of conversation scarcity
A brief diagnostic to help you identify where you sit on the curve
No pitch.
No demo.
Just clarity.
Because once you can see the problem clearly, you can change the trajectory.
This is the work I do today — on a project basis and as a fractional partner — helping teams rebuild visibility, trust, and meaningful conversations before revenue suffers.
If this resonates, explore it.
If it challenges you, sit with it.
And if it helps you avoid a problem you haven’t fully felt yet — then it’s done its job.
👉 The Conversation Scarcity Crisis: https://www.criticalconvo.com/conversationcrisis
