Michelle Killebrew, Founder | Chief GTM Strategist | Fractional CMO at Pegasus Strategy Co.

This video features a panel discussion hosted by Bob Samuels of Tech Connector with guests Michelle Killebrew (founder of Pegasus Strategy Company) and Mark Ogne regarding the integration of AI in B2B marketing and go-to-market strategies.


Key Takeaways and Discussion Points:


  • AI Implementation & Strategy (6:01 – 18:29): The panel emphasizes moving beyond simple efficiency (doing things faster) toward effectiveness (doing things better). While content creation is a popular early use case, guests argue for using AI to handle contextual business knowledge rather than just generic language tasks.

  • The “Mile Wide, Mile Deep” Concept (14:45 – 16:53): Mark explains that standard LLMs have a broad but shallow knowledge base. For commercial success, businesses need to train models on their specific internal data to gain the “depth” required for high-performance sales enablement and targeting.

  • Organizational Agility & Change Management (39:42 – 43:32): A significant portion of the discussion focuses on the human side of AI. The panelists highlight that successful implementation is roughly 70% people/process and 20% technology. Leaders must address employee fear of job displacement and foster a culture of upskilling and optimism.

  • The Composable Team Model (49:05 – 56:15): The guests discuss the rise of fractional and composable teams. By leveraging external experts alongside AI, companies can access high-caliber expertise for specific inflection points without the overhead of traditional full-time headcount.

  • Data-Driven Decision Making (31:00 – 38:50): The conversation touches on the importance of robust Ideal Customer Profiles (ICPs), segmentation, and the use of causal analytics to improve forecasting accuracy and scenario planning amidst market volatility.

Closing Advice:


The panel concludes by stressing the importance of staying curious, tenacious, and optimistic (1:00:30–1:02:00). As the market evolves rapidly, they advise listeners to lean into expertise, avoid outdated playbooks, and focus on developing soft skills like emotional intelligence and agility to navigate the ongoing wave of technological change.