Your teams are already using AI. You just don't know where, how, or whether it's safe.
Duncan Hendy AI Mentoring helps B2B marketing and leadership teams move from shadow AI chaos to governed, measurable systems their teams own, in 4-12 weeks.
Sound Painfully Familiar?
These are the conversations happening in every B2B marketing leadership team right now.
Hidden AI Use Everywhere
Your team is already using ChatGPT, Claude, and Gemini on company data, without any governance, oversight, or consistency. You just don't know the extent of it.
Compliance Exposure You Can't Quantify
EU AI Act and GDPR obligations are real. You don't know which tools your team is using, what data they're feeding in, or whether you're already in breach.
No Shared Methodology
Ten people in the team, ten different approaches. AI results are inconsistent, quality varies wildly, and there's no way to scale what's working.
Speed Without Strategy
Content is getting produced faster, but messaging is drifting from your customer's actual language. Faster isn't better if it's amplifying the wrong message.
Your Competitors Are Compounding
Teams with governed AI systems build capability that compounds. Without a system, your productivity gains stay individual and temporary.
Consultant Dependency, Not Capability
You've tried external consultants who built things for you. When they left, so did the knowledge. Your team needs to own this, not depend on it.
Typical Engagements
What one looks like in practice
Not testimonials. Illustrative engagement shapes so you know what to expect.
VP PMM at a B2B software company
80 employees. Shadow AI across 14 tools. Governance framework live in 4 weeks.
Marketing Director, £60M B2B tech
Team of six using AI informally. Working content system with customer-voice extraction built in 8 weeks.
CMO, Series B SaaS
Asked to present AI strategy to board. Governance audit and board-ready framework delivered in 4 weeks.
Real work, real proof
Systems I have built and shipped. Full case studies coming soon.
CLINICAL AESTHETICS · CZECH REPUBLIC
A live business running on spreadsheets. Fragmented data, no operational visibility, cost reconciliation errors hidden for years.
Nine integrated AI systems now handle records, scheduling, financial reconciliation, competitive positioning, objection handling, cost to serve, and LTV. Adopted across a national reseller network.
Full case study coming soon
HEALTHCARE · COGNITIVE REHAB
Cognitive rehabilitation tracked on paper and in practitioners' memories, making session continuity, progress reporting, and outcome sharing difficult.
Purpose-built platform in production: offline-capable, GDPR-by-design. Eye tracking for non-verbal users shipping in Phase 5.
Full case study coming soon
B2B SOFTWARE · GLOBAL GTM PLATFORM
A global sales network of local reps reinventing prospect research, positioning, and pitch prep from scratch. Every rep starting each account from zero.
One AI platform handles the full GTM cycle: find prospects, enrich data, prepare briefings, run pitch practice, generate follow-up content.
Full case study coming soon
The frame we build toward
Which of your team's activities require a human to be physically present? Everything else is agent-ready. That's what we build toward.
What we build together
Proof that I build what I teach. Every client engagement uses these same tools and patterns.
Tool
Call Trainer
It scrapes data and constructs a digital twin of your prospect. Practise the conversation before the real meeting. A live coaching layer runs during the call, updating deal stage, talking points, next question, and objection handling every turn. Turn-by-turn scored debrief after. The same coaching can run silently during actual live calls.
Tool
Practitioner Hub
The operating system every engagement runs from. 15 packages, deterministic scoring. Governance audits, maturity assessments, programme designs, ROI reports, AI staff registries. Auth-gated: access is part of every engagement.
Tool
Prospect Intelligence Platform
Syncs with your CRM's prospect companies. Dual-AI research returns a confidence-scored dossier per account: company overview, use-case matching, discovery questions, and software signals. Territory-scale intelligence without hiring a research team.
Ask about any of these in the discovery call.
Methodology
The framework behind every engagement
Prompt → Refine → Deliver → Repeat is how we build AI systems with your team, not for your team.
PROMPT
Design prompt systems grounded in your customer's language, extracted from real sales calls, support tickets, and reviews. No generic AI outputs.
REFINE
Test, iterate, and tighten every workflow with your team until outputs consistently match your brand and your audience's expectations.
DELIVER
Deploy governed, documented AI systems into your team's real day-to-day. Not theory, not demos. Working tools your team actually uses.
REPEAT
Build repeatable, scalable systems that compound over time. Your team owns the capability. Productivity gains don't walk out the door.
The published methodology
Read Prompt. Refine. Deliver. Repeat.Meet Duncan
A Practitioner. Not a Consultant.
I'm Duncan Hendy, an AI mentor and practitioner, and author of Prompt. Refine. Deliver. Repeat. I build the systems I teach.
I build and ship AI tools daily, including the systems I bring to every client engagement. This isn't advice I read about. It's what I do in production, every week.
The difference: I co-build with your team, not for your team. When the engagement ends, capability stays in-house. No dependency. No lock-in.
The Playbook
Get the Playbook
The published methodology behind every Duncan Hendy AI Mentoring engagement. 22 chapters of practical AI workflows for B2B product marketers: no fluff, no theory, just the prompts and patterns that work.
Prefer a physical copy? Get the book on Amazon for €11.99
Frequently Asked
The questions B2B marketing leaders ask
before they engage.
Shadow AI is when your team members use AI tools individually (ChatGPT, Claude, Gemini) without any governance, shared methodology, or oversight. It's already happening in most B2B marketing teams. The risk: data leakage, inconsistent outputs, GDPR and EU AI Act exposure, and productivity that doesn't compound. The first step is always to surface what's actually happening before building a system around it.
It depends on where you're starting. The AI Governance Sprint runs 4 weeks. The AI GTM System runs 8-12 weeks. The AI x PMM Partnership runs 3-6 months. Most clients see measurable productivity gains within the first two weeks of active engagement.
Training tells you what AI can do. Mentoring builds systems your team actually uses. We co-build with your team, using real tools, real data, and real workflows, so capability stays in-house when we're done. There is no dependency on continued consultancy. Your team owns everything.
The primary fit is B2B software or technology companies with £25M to £150M revenue and a dedicated Product Marketing function. UK primary, with clients also in Czech Republic, Slovakia, and the DACH region. Buyer is typically the VP Product Marketing, Head of PMM, Product Marketing Director, or CMO. If you are pure B2C, under £5M revenue, or looking for generic AI training, this is not the right fit and I will say so on the discovery call.
No. Content strategy is bundled inside the AI GTM System programme (Tier 2 on the Work page). It covers customer-voice extraction from sales calls, support tickets, and reviews, plus a content playbook grounded in that language and your team trained to run it. See the Work page for the full programme structure.