Your team is already using AI. It just isn't shipping pipeline yet.
For VP Product Marketing at B2B software companies (£25M to £150M). Four-to-twelve-week programme moving your team from Shadow AI to a governed marketing system with measurable pipeline, consistent quality, and clear ownership. Every system already tested in a real business every week.
Sound Painfully Familiar?
The conversations happening in every B2B software 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. The default fix is to hand it to IT. But governance that marketing teams ignore is not governance. It needs to be built for the people who will actually use it.
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.
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.
Built by Duncan
Call Trainer
A digital twin of your prospect, built from scraped data. Practise before the real meeting. A live coaching layer runs during the call, updating deal stage, talking points, and objection handling every turn.
Built by Duncan
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.
Built by Duncan
Prospect Intelligence Platform
Syncs with your CRM. Dual-AI research returns a confidence-scored dossier per account: company overview, use-case matching, discovery questions, and software signals. Territory-scale intelligence without 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 actual language, extracted from 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. The systems I teach are the systems I run.
I 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. Your team owns it, runs it, and extends it.
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 using real tools on real problems, so the capability stays in-house when the engagement ends. 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.