When I stepped into the COO role at LTS Group, I did not come from a marketing background. My work had been rooted in IT operations, engineering, infrastructure, and solving technical problems where cause and effect were usually clear. Client acquisition looked simple from the outside. Put budget into outreach. Find the right vendors. Build a pipeline. Close more work. A year-plus of research, trial, error, and wasted spend showed me how wrong that view was. For B2B companies

By: Jen McCoy, Chief Operating Officer, LTS Groups When I stepped into the COO role at LTS Group, my core background was rooted in IT operations, automation engineering, and infrastructure. Marketing and client acquisition, on the other hand, were areas where I had to learn on the fly. Like many executives tasked with scaling a business, I initially assumed client acquisition was simply a matter of finding the right agency or buying the right list. A year-plus of research,

In the modern business landscape, data is often called "the new oil." But for many organizations, that data sits trapped in silos, accessible only when something goes wrong. Recently, I’ve found myself frequently diving into security telemetry—not just to chase down threats, but to answer specific business questions. Questions from leadership: Mining the Digital Heartbeat When you stop viewing security as "IT noise" and start viewing them as Business Intelligence, you can