Notes on the work.
Short pieces on go-to-market strategy for B2B technology companies. Written for operators who run the work, not the people who narrate it.
The diagnostic is the deliverable.
Most GTM engagements fail before the first recommendation is made. Not because the recommendation is wrong, but because the consultant never did the work to earn the right to make one.
Read essay →Your ICP is a hypothesis, not a marketing asset.
Most B2B technology companies have two ICPs. The one on the website, and the one that lives in the data. These are almost never the same company, and the gap between them is where most of the growth leverage in the business is hiding.
Coming soonWhat fractional actually means in B2B tech.
Fractional executive engagements fail more often than they succeed, and the failures usually trace back to the same handful of misunderstandings about what the model actually is. What fractional is, what it is not, and how to structure one that works.
Coming soon