Publications – B2SMB Institute

You Made This.

March 10, 2026

What started as years of small-group “bitch sessions” among executives struggling to reach and serve small businesses eventually sparked the creation of the B2SMB Institute. In this reflection on eight years of growth, Dave Walker traces how a fragmented group of leaders selling to SMBs—often working in isolation—came together to form a shared center of gravity for the B2SMB profession. From the first gathering at Chicago’s 1871 incubator in 2017 to a global community of thousands today, the Institute has evolved into a hub for peer wisdom, collaboration, and shared playbooks. The message to the community is simple: the Institute didn’t create the profession—it recognized it. And the people who showed up, shared ideas, and built together are the reason it exists.

Between the Lines Newsletter

It’s Not a You Thing.

February 26, 2026

It’s not a you thing. It’s a WE problem. From collapsing search and shrinking email performance to AI confusion and rising CAC pressure, leaders across the B2SMB market are facing the same challenges—alone. In this issue of Between the Lines, we explore the cost of isolation, the myth of “figure it out yourself” leadership, and why structured peer connection may be the intervention we need. Because the problems are shared. And the solutions should be, too.

Between the Lines Newsletter

Claude’s Wishful Thinking

February 19, 2026

The more you work with AI, the less you fear it. In a live exchange, Claude admitted its limits—accuracy gaps, governance failures, and “wishful thinking” in its own value assessment. That moment didn’t spark panic. It sparked clarity. AI is not an oracle or a Terminator. It’s a tool—powerful, evolving, and deeply dependent on human structure, judgment, and governance. Fear thrives at a distance. Understanding happens up close.

Between the Lines Newsletter

It’s Payback Time

February 11, 2026

Acquisition channels didn’t just get expensive — they broke. Twenty-month paybacks, 60%+ CAC inflation, expansion costs rising, and working capital locked inside growth have turned scale into a liability instead of an advantage. This isn’t a marketing execution problem. It’s infrastructure failure. In this issue of Between the Lines, Dave Walker lays out the math, the governance reckoning facing CEOs and CFOs, and why partnership-led growth may be the only structural escape from a system that no longer works.

Between the Lines Newsletter

The River Is Burning

February 4, 2026

In 1969, the Cuyahoga River caught fire after decades of pollution — a breaking point that led to the Clean Water Act. Today, our business communication channels are burning for the same reason. Email deliverability is collapsing. Organic search traffic is evaporating. Social reach is shrinking. AI hasn’t destroyed the system — we’ve flooded it. In this issue of Between the Lines, Dave Walker argues that the B2SMB go-to-market crisis isn’t a technology failure. It’s a behavioral one. And unless we stop dumping volume into already saturated channels, the river will keep burning.

Between the Lines Newsletter

Between the Lines: The 2026 Momentum Report

February 2, 2026

In Part 1 of his three-part series on the $2.5 trillion small business marketplace, Dave Walker examines how SMBs are moving faster than traditional B2SMB sellers can keep up. In 2025, small businesses quietly adopted AI at record rates, launched new businesses in unprecedented numbers, and prioritized payments innovation and embedded finance as essential. Meanwhile, tax law changes like the expanded Section 179 deduction created immediate opportunities for capital investment. Walker argues that growth now favors sellers who solve practical problems quickly, offer seamless financial and operational tools, and lead with tangible outcomes, not just features.

Between the Lines Newsletter

The Forecaster’s Dilemma

January 28, 2026

In The Forecaster’s Dilemma, Dave Walker explores why traditional quarterly forecasting is failing in today’s rapidly evolving B2SMB market. Using HubSpot, ADP, and Shopify as examples, he illustrates that models built on historical trends and predictable variables break when AI, partnerships, and shifting market structures redefine what customers value. The companies that succeed aren’t trying to predict the next quarter—they’re forecasting market direction 3–5 years out, making strategic bets on trends, and guiding quarters conservatively. Walker argues that in 2026, forecasting the market—not the quarter—is the only approach that creates sustainable growth.

Between the Lines Newsletter

80% of B2SMB Partnerships Fail. Is Yours?

January 21, 2026

In 80% of B2SMB Partnerships Fail. Is Yours?, Dave Walker explores why the majority of B2SMB partnerships falter before delivering real value. Based on surveys and peer discussions with executives from companies like Zoho, Equifax, Intuit, and OpenPhone, he identifies three key challenges: (1) no consistent way to measure partnership success, (2) the time-intensive process of finding and closing with qualified partners, and (3) the inability to distinguish strategic alignment from tactical fit. Walker argues that partnerships are no longer optional—they’re essential for resource leverage, competitive advantage, and opportunity acceleration. The solution? Curated introductions, shared frameworks, and peer learning via the B2SMBI Partners Circle, designed to pre-vet partners, benchmark success, and focus on long-term strategic alignment.

Between the Lines Newsletter

Part 3: Is 2026 Hiding in Plain Sight?

January 8, 2026

In Is 2026 Hiding in Plain Sight?, Dave Walker closes his three-part series on the $2.5 trillion small business market by highlighting the biggest unmet SMB needs that will define 2026. From 46% of SMBs suffering cyberattacks with only 17% insured, to 42% being hurt by tariffs without planning tools, and 70 million gig workers underserved by W-2-optimized HR platforms, Walker identifies massive opportunity gaps. He argues that winning B2SMB solutions will not be better versions of existing tools—they will create entirely new categories: simple, integrated cybersecurity for SMBs, tariff impact and supply chain scenario planning, and unified platforms for managing W-2 and gig workers alike. The key pattern: SMBs are moving faster than vendors, and the companies that recognize and act on these gaps will thrive in 2026.

Between the Lines Newsletter

Part 2: Is the Middle Disappearing?

January 7, 2026

In Is the Middle Disappearing?, Dave Walker explores the growing divide in the $2.5 trillion B2SMB market. In 2025, platform consolidators like Salesforce and Intuit built massive all-in-one “battleships,” while vertical specialists such as Toast, ServiceTitan, and Procore became nimble category dominators. Caught in the middle are mid-size generalists—companies like Gusto, LegalZoom, and Indeed—too small to consolidate and too broad to own a vertical. Walker warns that horizontal players face slowing growth and pricing pressure, and must choose: punch up to compete with the giants, punch down to become a specialist, or merge/acquire. The middle ground is shrinking, and 2026 will favor those who deliver the right features for SMBs, not the most features.