Are B2B marketers ready to lead?
In today’s digital-first marketplace, B2B revenue marketers lead the growth agenda but face chaos at every turn. Learn how marketing teams are using generative AI as their co-pilot to overcome the uncertainty and anxiety of building a predictable pipeline.
Coming June 2025
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Unlock The Power of Personal Agency To Thrive In a World of Chaos and Uncertainty
Digital is now the default go-to-market motion used by buyers to begin their decision-making journey, and most will seal the deal without ever speaking to a sales representative. The stakes are high: Vendors that fail to align with these savvy digital-first buyers are rapidly losing market share to more agile competitors that deliver personalized, self-service experiences across the entire customer journey.
This profound shift has forced vendors to reinvent their go-to-market (GTM) strategy— from acquisition to advocacy— with marketing taking the lead.
Instead of celebrating this promotion, most marketers are feeling overwhelmed and anxious. Why? Marketers have typically operated in a reactive and tactical capacity, putting out fires and chasing leads. In today’s chaotic and uncertain world, marketers lack the clarity to make the right decisions and optimize revenue outcomes.
Some Assembly Required is the modern-day user manual for developing your personal agency— the power to act with intention in the face of uncertainty. Drawing on over three decades of real-world experience and interviews with 50+ revenue leaders, this book shows you how to confidently conquer the uncertainty of revenue marketing with generative AI as your co-pilot. Whether you’re a seasoned CMO or aspiring revenue marketing leader, this book will teach you how to:
- ACT decisively amid constant change, building a rock-solid GTM foundation that meets buyers where they are
- LEARN essential skills from AI-powered personalization to compelling storytelling that cuts through marketplace noise
- INFLUENCE stakeholders by translating marketing activities into revenue language that aligns teams around shared outcomes
- THRIVE by prioritizing your wellbeing as the foundation for sustainable performance and creativity
Meet the Author
Randy Brasche is a creative and growth-obsessed marketing leader with over 25 years of B2B SaaS marketing experience spanning large enterprises such as Oracle, Genesys, and ServiceSource and fast-growing startups. Most recently Randy led the marketing function at Folloze, Zignal, and Euclid Analytics.
Early in his career, Randy was a core member of Oracle’s communications team that evangelized Larry Ellison’s vision of a $500 “Network Computer. ”Today Randy uses his creative superpowers in product marketing, storytelling, and ABM/ABX programs to help hypergrowth SaaS companies stand out in a commodity marketplace and build sustainable revenue engines.
Prior to writing Some Assembly Required, Randy authored three “For Dummies” books: IT Compliance, The Dynamic Contact Center, and Dynamic Customer Engagement for Dummies.
What’s in the book?
To lead and succeed in a chaotic and unpredictable digital marketplace, B2B marketers must develop their personal agency. This superpower will help marketers make informed decisions, take calculated risks, and maintain mental and physical resilience when faced with setbacks.
Chapter 1
Modern B2B Marketing Primer
The (Short) History of B2B Marketing
Discover the six evolutionary eras that shaped modern B2B marketing over three decades, from brochures to AI. Understanding this history provides crucial context for navigating future disruptions while positioning marketing as a market-shaping strategic function rather than just an activity. Learn why CMOs with a historical perspective are better equipped to anticipate change and drive revenue in today’s chaotic digital landscape.
Chapter 2
Digital-First Buyer Behavior
Help Buyers Buy
Today’s buyers prefer anonymity, with 75% choosing self-service over sales interaction. Master the “5% rule” to identify ready-to-buy prospects while engaging multiple stakeholders across 27 touchpoints. Learn to shift from lead generation to buying group engagement as digital-first behavior fundamentally transforms the path to purchase. Discover how removing friction points creates momentum throughout the complex buyer journey.
Chapter 3
ICP and Go-To-Market Motions
Master Your GTM Fundamentals
Build a data-driven Ideal Customer Profile (ICP) that drives sustainable growth across multiple go-to-market (GTM) motions. Discover why poor GTM foundations sink even promising businesses and how to avoid this fate. Learn to orchestrate sales-led, marketing-led, and product-led approaches simultaneously while maintaining cross-functional alignment. Master the art of targeting high-propensity segments with precision to maximize pipeline efficiency.
Chapter 4
Buyer Journey and Customer Lifecycle
Meet Buyers Where They Are
Map the buyer journey from awareness to advocacy, orchestrating seamless experiences across digital and human touchpoints. Learn why face-to-face interaction remains crucial even in our digital-first world and how to personalize content for different stakeholders. Discover how to design experiences that build trust progressively while maximizing engagement at each revenue lifecycle stage.
Chapter 5
Generative AI
Ask The Right Questions
Master prompt engineering to extract maximum value from generative AI across your revenue lifecycle. Learn practical applications for content creation, personalization, and strategic decision-making while maintaining the crucial balance between AI efficiency and human creativity. Build your prompt library and framework to drive consistent, high-quality outputs while embracing “trust but verify” as your implementation mantra.
Chapter 6
Data-Driven Content and Personalization
Get Personal
Discover why pristine data quality makes or breaks your pipeline and how to ensure yours remains accurate. Learn to create content-powered experiences that engage buying groups across multiple touchpoints while balancing personalization with privacy in an increasingly regulated marketplace. Master first-party data strategies as third-party cookies vanish and leverage AI for deeper personalization at scale.
Chapter 7
Branding and Positioning
Tell a Good Story
Learn why brand building is making a comeback, with strong brands capturing three times more market share in today’s commodity-driven marketplace. Craft a compelling strategic narrative that transforms complex technical features into emotionally resonant stories. Master techniques for amplifying your message through trusted channels and influencers while fostering an in-house media agency mindset regardless of company size.
Chapter 8
Alignment and Accountability
Speak the Language of Pipeline
Master essential pipeline metrics that bridge the sales-marketing divide and set realistic expectations, balancing short-term demands with long-term growth. Learn why measuring account engagement (not leads) is the key to predicting revenue and why every marketer must “own a number” for true accountability. Discover how joint account prioritization becomes the foundation for revenue team alignment.
Chapter 9
Self-Care and Wellness
Put Yourself First
Discover the neuroscience of personal resilience and why self-care provides a strategic advantage in high-pressure environments. Master the three pillars of peak performance: physiology, focus, and positive self-talk. Learn techniques to reduce stress while maintaining productivity and how to rebuild human connections in our increasingly remote world. See how AI can free your mental bandwidth for more creative thinking.
Chapter 10
Personal Growth and Community
Never Stop Learning
Develop lifelong learning habits essential for navigating the rapid evolution of marketing. Discover how to help others achieve their “resume-making moments” through effective mentorship while building your own “tribe” of trusted advisors. Learn to articulate your purpose in a single sentence that guides decisions during uncertainty and master the critical art of saying “no” to protect your execution quality.
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