In this episode of The Next Decision, Sal Fuentes sits down with Tony Uphoff, CEO of Pipeline360, to break down the forces reshaping B2B growth heading into 2026.

Tony shares why AI is creating a widening gap between high- and low-performing teams, how brand and demand are finally converging, and why the future of B2B looks less like software—and more like service-as-software. They also dig into PLG vs sales-led motions, the rise of new GTM leadership roles, and Tony’s “Four P’s” framework for making better executive decisions.

AI is advancing fast, but organizational adoption is lagging behind. In this episode, MindScale AI CEO Seymour Duncker joins Jarie Bolander to discuss why AI feels stalled, what deep agents can actually do, and why the next leap in AI depends on skills, systems, and discipline.

Topics covered: • The AI plateau • Shallow vs deep agents • Integration challenges • Why requirements matter again • The limits of AI-generated code • Quality assurance through judges • The need for organizational upskilling

Why do emotions drive every decision we make?

In this episode of The Next Decision, host Jarie Bolander sits down with Ian Baer, Founder & CEO of Sooth, to explore the emotional core behind business and consumer choices. From predictive intelligence to the fact that 90% of financial decisions are emotional, Ian explains why demographics and past behavior aren’t enough—and how emotional, practical, and situational needs shape what people really do.

What you’ll learn in this episode:

• Why every decision has an emotional trigger

• How emotions, practical filters, and situational context predict choices

• Why only 7% of brand decisions can be explained by demographics

• How decision fatigue shapes modern buyers

• What B2B and B2C marketers can learn from each other

• Why empathy and storytelling are the most powerful tools in marketing

Listen to the full conversation to understand how emotions drive decisions—and how brands can connect with customers on a deeper level.

More from The Next Decision: https://www.youtube.com/playlist?list=PLemOze6ZExypHSrOBc3A6gTDTIFqsYFef

Decision Counsel: https://decisioncounsel.com

Sooth: https://sooth.com

Traditional go-to-market playbooks no longer work. Buyers now control 80% of their journey before ever talking to sales, and sellers are left struggling with outdated approaches.

In this episode of The Next Decision, Santosh Sharan, Co-Founder and CEO of Zeeb.ai, joins Jarie Bolander, General Manager & Executive Partner at Decision Counsel, to explore how B2B growth is shifting from seller-led to buyer-led.

We dive into:

• Why GTM playbooks have become commoditized and ineffective

• How buyer behavior has fundamentally changed over the past decade

• The rise of AI, agents, and buyer-led platforms

• Why endpoint solutions are dead and platform strategies matter

• The critical role of product marketing in the new landscape

If you’re a CEO, founder, or GTM leader, this episode will help you rethink growth strategy and stay ahead of the shift.

Links:

• Learn more about Zeeb.ai: LinkedIn

• Discover Decision Counsel: https://decisioncounsel.com

In this episode of The Next Decision, host Jarie Bolander welcomes Sam McArtor, co-founder and COO of Rentgrata, a platform redefining how people choose where—and how—to live.

At the heart of Rentgrata is a simple idea: trust your neighbors. By letting prospective renters connect directly with current residents, Rentgrata empowers people to make informed decisions based on honest, lived experiences—not marketing fluff.

If you're building platforms, leading a team, or just navigating the real estate world—this episode delivers.

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Episode Notes: Topics Covered:

• Why Rentgrata puts people first

• How peer-to-peer referrals build trust

• Designing platforms that listen

• Startup insights from the ground up

“People trust people—not companies.”

Watch on YouTube or listen on Spotify, Apple Podcasts, and more.

In this episode of The Next Decision Podcast, host Jarie Bolander speaks with Seymour Duncker, Executive Strategist at Decision Council and founder of MindScale AI, about one of the most urgent questions in artificial intelligence today: Can we trust AI when humans are no longer at the center?

They explore the risks of unchecked automation, the erosion of transparency, and what it takes to build systems that earn trust—at scale. This conversation goes beyond hype to offer practical advice and frameworks for decision-makers navigating AI’s evolving role in the enterprise.

In this episode of The Next Decision, Rob Le Piane, Chief Product Officer at Altrata, joins host Jarie Bolander to uncover the critical role of product marketing—and why most B2B teams overlook it.

We explore:

• How misalignment between product, marketing, and sales slows momentum

• Why product marketing should be a strategic linchpin, not a support role

• What “message-market fit” means—and how to get it right

• Practical ways to build shared OKRs and cross-functional GTM alignment