---
title: Articles by Tobias Pasma | tobiaspasma.com
description: Practical thinking on commercial transformation, revenue operations, and B2B go-to-market — from someone who builds these systems for a living.
---

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[TP Tobias Pasma](https://www.tobiaspasma.com/)

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Articles

# Clear thinking for commercial change.

Practical perspectives on commercial architecture, operating change, and the systems that enable both.

[![CRM setup post-merger](https://www.tobiaspasma.com/hubfs/crm%20migration.jpg)](https://www.tobiaspasma.com/articles/crm-acquisition-led-growth-post-merger-integration)

20 July 2026

## [Untangling CRM after acquisition-led growth](https://www.tobiaspasma.com/articles/crm-acquisition-led-growth-post-merger-integration)

Acquisition-led growth creates opportunity. But it also creates commercial drag when the operating model underneath does not keep up. This is a practical guide to turning fragmented data, in...

[Read article](https://www.tobiaspasma.com/articles/crm-acquisition-led-growth-post-merger-integration)

[![Horizontal AI](https://www.tobiaspasma.com/hubfs/photo_2026-07-18_21-29-35.jpg)](https://www.tobiaspasma.com/articles/enterprises-ai-from-native-to-horizontal)

18 July 2026

## [Platform-native AI or horizontal AI?](https://www.tobiaspasma.com/articles/enterprises-ai-from-native-to-horizontal)

AI has been moving into the platforms where work happens. HubSpot has Breeze. Salesforce has Agentforce. Microsoft has Copilot. CRM, marketing automation, service, data, and productivity pla...

[Read article](https://www.tobiaspasma.com/articles/enterprises-ai-from-native-to-horizontal)

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Tobias Pasma

Commercial strategy, operating model, and the systems that make both work in practice. [Connect with me on LinkedIn.](https://www.linkedin.com/in/tobiaspasma/)

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