MARKET MAKERS — INTERVIEW PROGRAMME
The Internal-External Credibility Gap
Interview programme overview
B2B organisations talk confidently about AI in market-facing content while struggling to adopt it internally. What has your marketing said in the last six months that your internal operations cannot yet back up?
External AI positioning has run ahead of internal AI adoption in most B2B organisations. Market makers either have the internal adoption to back the messaging, or they are explicit owners of closing the gap. Followers are still hoping nobody on the buyer side is paying attention. They are.
Audience: CMOs, Marketing and Communications Directors, Marketing Operations Directors, Heads of Sales, RevOps Directors.
This was the most uncomfortable finding of the previous programme and the one fewest leaders will speak about on the record. Marketing campaigns position AI as a step-change for the business. Internally, the same organisation is on its third pilot with no production deployment. Customers notice. Employees notice. New hires notice on day one. The gap eventually surfaces as a credibility problem and the leaders closing it now will not be the ones explaining themselves in twelve months.
Interview questions
What is one thing your marketing has said about AI in the last six months that your internal operations cannot yet back up?
Where in your organisation is AI adoption visibly behind the external positioning?
What is the conversation you have had to have with a colleague to close that gap?
Are your customers spotting the gap? How is that showing up?
What is the structural reason most organisations have this gap, and what is the structural fix?
Do you think your category leaders genuinely walk the talk on AI, or are they all in roughly the same position?
Interview process
Step 1 - Optional briefing call
15 min(Optional) Briefing call with TechPros.io. We will go through the details and answer any questions you have.
Book in a 15 minute briefing call hereStep 2 - TechPros.io interview
30 min30-minute TechPros.io Zoom interview run by Taryn Breetzke. Questions are shared in advance. We produce a short summary of your key points to support a more focused follow-up conversation.
Book your interview hereStep 3 - Follow up call
20-30 minA short follow-up call to expand on your insights. TechPros then writes up your interview one-pager and sends it to you in advance of the review call.
Here is an example of a one-pagerStep 4 - One pager review
15-30 minWe run through your One Pager to capture feedback, discuss any changes and let you know the expected publication date and any follow-on events you might be interested in.
Step 5 - Market view report
PublicationWe email you a week before the report is published on LinkedIn and again on the day of launch, often with a draft post for you to reshare to help raise awareness of the thought leadership.
Here is an example of a Market View ReportWhat we need from you
Company email
In the calendly booking form please share your company email for future coordination.
Professional headshot
A professional headshot photo is needed for your One Pager, we will coordinate with you via email.
Employment status
We ask all participants to confirm they are currently in their role, so your insights reflect your live experience and the publication accurately represents your position.
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About our partner
6sense is the platform behind the original New Skills, New Mindset Market View Report. Their AI-powered Revenue AI platform helps B2B organisations identify in-market accounts, uncover buying signals and orchestrate engagement across the buyer journey.
6sense partners with TechPros on the Market Makers programme to surface the operational reality behind AI in B2B marketing — what is genuinely changing, what is not, and where the bottlenecks have moved.
The interview is a peer conversation feeding a published market view report. There is no vendor follow-up, no funnel and no upsell. 6sense is the partner, not the seller.