Insights

Field notes from the work.

Short essays on revenue enablement, sales and marketing alignment, ABM, and the operating habits behind revenue teams that compound.

GTM Strategy

Your Pipeline Isn't a Marketing Problem

Most B2B technology companies don't have a lead generation problem. They have a systems problem. Here's how to tell the difference.

Sales & Marketing Alignment

The Alignment Gap Is Costing You More Than You Think

Research puts the revenue cost of sales and marketing misalignment at 10 to 38 percent of annual revenue. For most B2B tech companies, that's not a rounding error.

ABM

ABM Works. Most Companies Are Just Running It Wrong.

Nearly 80% of B2B organizations now run some form of account-based marketing. A much smaller number are running it in a way that actually moves revenue.

Revenue Operations

Improve Your Forecasting Accuracy

Forecasting accuracy is one of the clearest signals of GTM health. If the number keeps surprising you, the problem isn't the forecast. It's the data underneath it.