Most GTM playbooks are built for consumer marketing or software-first companies, not the complex, relationship-driven sales cycles that define B2B. For leaders in that world, the standard advice doesn't translate. In conversation, our marketing leaders draw on experience specifically shaped by complex B2B environments to unpack how GTM strategy needs to be rethought when the product, buyer, and sales motion don't fit a consumer mold. The discussion will focus on what actually changes when moving from a services mindset to a software one, and where conventional GTM wisdom leads B2B marketers astray. Key takeaways: • Why consumer-style GTM frameworks break down in complex B2B environments • What shifts operationally and strategically when moving from services to software • How to adapt marketing's role across a longer, more complex B2B buying journey