TrinityHawk

TrinityHawk Embedded revenue leadership for founder-led B2B service businesses. We build the revenue engine, then hand you the keys. UK, US and Iceland.

The companies actually building AI are hiring more salespeople. Not fewer.SDR job postings across US digital natives fel...
25/08/2026

The companies actually building AI are hiring more salespeople. Not fewer.

SDR job postings across US digital natives fell 21% year on year. Over the same period, AI-native companies more than doubled their SDR headcount.

So when a founder tells me "we're running leaner with AI", I've started asking what actually changed. It's the same two answers nearly every time. We made some redundancies. We bought a tool.

That isn't running leaner. That's being smaller and hoping.

One of my clients hired a full-time BDR last year. Spent £110,000 on him. Got zero leads. No AI anywhere near that decision. It failed because there was no system behind it, which is exactly why the redundancy-plus-tool version fails too. The tool was never the variable.

The leanness itself is real. ICONIQ has high AI adopters running go to market teams 23% to 31% smaller than everyone else. But where that works, the tooling changed how the work got done first and the headcount followed months later.

If you've cut heads, bought a tool, and nothing else about how your team sells has changed, you haven't adopted AI. You've got a smaller sales team and a subscription.

Link in the comments.

If you're planning to launch or grow your business in the United States, this is an opportunity to speak directly with e...
03/08/2026

If you're planning to launch or grow your business in the United States, this is an opportunity to speak directly with experienced specialists through focused, founder-to-specialist conversations.

Register here:

https://luma.com/sl7k5oux

📅 August 12, 2026
🕙 10:00 a.m. ET
💻 Online

Over 60% of VP of Sales hires in B2B SaaS fail within 18 months. 1/ Hiring a full-time CRO into an un-audited GTM enviro...
03/08/2026

Over 60% of VP of Sales hires in B2B SaaS fail within 18 months.

1/ Hiring a full-time CRO into an un-audited GTM environment is an expensive gamble. Executives burn 6 months parsing chaotic CRM data instead of driving pipeline.

2/ In 2026, PE boards are adopting a clear mandate: deploy Fractional Sales Leadership first to audit GTM systems, fix data debt, and validate unit economics before opening a permanent search.

3/ A fractional CRO acts as a systems architect. They clean up tech silos, build repeatable sales playbooks, and define the exact skill set required for a full-time executive hire.

4/ At TrinityHawk, we embed as fractional revenue leaders to help SaaS scale-ups fix GTM bottlenecks and build scrutiny-proof sales infrastructure. De-risk your executive strategy: https://trinityhawk.com

30/07/2026

We won a deal recently with a prospect who found us through an AI search. Not a referral, and not anyone already in my network.

For most of my career the honest answer to "where does new business come from" was who knows who. Introductions, reputation, someone vouching for you in a room you weren't in. That still matters. It just isn't the only door in anymore.

Here's the bit people get wrong though.

This isn't a story about buyers becoming clever with AI. Most of the founders I speak to couldn't tell you the difference between one AI tool and the next. What they do use is whatever AI is already built into the software they're paying for. It's there, it's included, it's familiar. That's the whole reason it gets used.

So the useful question isn't "what's our AI strategy". It's simpler: when someone types your problem into one of those tools, does your name come back?

Publish consistently, in your own words, about the problem you actually solve. Be specific about who you help, because vague copy gives a machine nothing to match you against. And keep doing the human stuff, because referrals haven't stopped working.

For all the noise about AI, almost none of my conversations this month have actually been about it. They've been about the basics. Pipeline, follow-up, who owns what. Same as five years ago.

Both things are true at once. Worth working out which one you're actually behind on.

Been a while since I got up with the birds and into London for 8am but totally worth it. Charlie from Kowalah.com held a...
21/07/2026

Been a while since I got up with the birds and into London for 8am but totally worth it.

Charlie from Kowalah.com held an awesome breakfast meeting of fellow C-Suite professionals talking about all things AI.

Even bumped into the lovely Nic.

Your prospect already had an AI read your product deck. Probably weeks ago, and probably better than your rep would have...
13/07/2026

Your prospect already had an AI read your product deck. Probably weeks ago, and probably better than your rep would have.

That is the real shift in B2B buying. People now research you privately through a chatbot, arrive "fully informed," and then freeze. Endless data, no conviction, decision stuck.

So the rep who shows up to walk through features is bringing nothing. The winning move now is different: audit what the buyer's AI got wrong, map the actual cost of doing nothing, and give your internal champion the frame to bring a nervous committee with them.

Stop pitching potential. Start building the buyer's certainty.

Full article in the first comment.

10/07/2026

Founders rarely say "I can't get meetings." They say "I get busy and things fall through the cracks."

That's not a leads problem. It's a structure problem.

Two early-stage founders we're working with this week caught themselves chasing every possible customer instead of picking one type, one size, one market first. On price, one of them put it plainly: right now it isn't the objection, traction is.

Before you spend more on marketing, ask whether you can actually name your next ten customers, not just describe the category they fall into.

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