Blog

Thinking on product marketing, content & growth

Positioning, product marketing, launches, and the lessons behind them, from the trenches of B2B growth.

Oct 8, 2026

Who decides what's good enough to ship?

Whoever owns the story decides what's good enough to ship. What a decided story looks like on one page, who should own it, and the three questions every piece has to pass before it goes out.

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02 / GTM Architecture6 min

Sep 10, 2026

Why is our output up and our pipeline flat?

Because the cost of making things collapsed and the cost of deciding what to make did not. Output is a production number. Pipeline is a direction number, and nobody on the team owns it.

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03 / Customer Success5 min

Aug 12, 2026

Why do healthy accounts still churn?

Because your health score measures logins, not outcomes. The renewal was lost at onboarding, months before the notice ever landed. Ghost motion with a customer-success badge on it.

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04 / GTM Architecture4 min

Aug 3, 2026

GTM attribution for founders: why your pipeline has a story your software can't tell

Your attribution software can only see what leaves a fingerprint. A growing share of the buying journey now happens where no pixel can follow. The fix is the lowest-tech attribution method there is: ask the buyer how they found you, and treat the answer as data.

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05 / AI in GTM4 min

Jul 23, 2026

AI in go-to-market: what to automate and what to own

Automate the research and the busywork. Own the relationship and the judgment. The teams winning with AI in go-to-market didn't hand it the relationship. They handed it the research and kept the human where trust is built.

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06 / AI in GTM6 min

Jul 16, 2026

Why isn't AI improving our pipeline?

AI amplifies the go-to-market motion you already have, and most companies can't explain theirs. That's why 87% run generative AI in a workflow and only about 6% can trace it to profit. Here's what the 6% built first.

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07 / GTM Architecture4 min

Jul 9, 2026

How do you build a GTM system that runs without the founder?

Five structural decisions, in order, before you hire another rep. Founder-led sales doesn't scale. Founder-defined sales does.

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08 / GTM Architecture7 min

Jun 4, 2026

The GTM Alignment Gap: Why Your Pipeline Has Names, Amounts, and Close Dates — But Nobody Trusts It

Sales and Marketing alignment does not break because people refuse to collaborate. It breaks because the data, ICP, and handoffs were never built into one revenue system.

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09 / Essay6 min

May 27, 2026

Ghost Motion: The GTM Problem Nobody Names

There's a specific kind of failure that's almost impossible to see from the inside. It doesn't look like failure. It looks like movement.

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