Sarpea Blog

Our latest news and industry insights

Field notes on B2B growth strategy, product marketing, channel programmes and selling to technical buyers.

Nine faint lines on the left, the document, and three short solid lines each with an orange dot on the right, the plan with owners
Insights

The GTM Strategy Nobody Reads

A founder asks for a go-to-market strategy and means something else. What they are really asking for, and why the shorter document is harder to write.

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Scattered small dots on the left and, on the right, one solid mass wrapped in concentric rings built up around it
Insights

Attention Is Today's Currency. Trust Is Tomorrow's.

If every social network shut down tomorrow, would your brand survive the month? Attention is rented. Trust is owned, and it is the only thing that compounds.

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A balance beam with a light ring on one side and a solid mass on the other, weighing two ways to buy marketing leadership
Insights

What a Fractional Growth Team Actually Costs Versus a Hire

Salary versus monthly fee is the wrong comparison. What a hire really costs, what a fractional team really buys, and the arithmetic that settles it.

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Three paths of different weight reaching one solid mass, representing three assistants arriving at the same company by different routes
Insights

ChatGPT, Claude and Gemini Do Not Cite the Same Things

The three assistants find sources differently and trust different things once they have. Being visible in one tells you almost nothing about the other two.

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Two routes converging on the same account with a dividing rule between them, representing designed rules of engagement
Insights

Channel Conflict, and How to Design It Out

Two reps are working the same account. Most companies treat this as a people problem. It is a design problem, and it starts with your comp plan.

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Two large circles overlapping only in a narrow band, representing a smaller shared audience than either partner assumed
Insights

Why Most Co-Marketing Produces Nothing

Twelve people showed up, four were internal, nobody followed up. Co-marketing fails in a specific and repeatable way, and it is rarely the content.

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An enablement kit handed across to a network of partner nodes, representing enablement built before recruitment
Insights

Partner Enablement: What to Build Before You Recruit Anyone

A partner who cannot sell you without you in the room is not a channel. It is a referral relationship with paperwork. Six things to build first.

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A dense cluster of shapes beside one isolated dashed circle, representing a new category with nothing around it
Insights

Category Creation Is Usually the Wrong Answer

Everyone can name the companies that created a category and won. Nobody can name the ones that tried and disappeared. That is the whole problem.

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A large orange mass mostly hidden behind a small frame, representing a product described more modestly than it deserves
Insights

Why Technical Founders Undersell Their Own Product

Founders discount what was fun to build, lead with architecture instead of consequence, and hedge every claim into meaninglessness. All fixable in an afternoon.

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Identical grey circles with one orange mass stepping out of the group, representing differentiation in a crowded category
Insights

Positioning a Security Product When Everyone Claims the Same Thing

Cover the logos on five vendor sites in your category. Can you tell them apart? The differentiation is real. It just never makes it onto the website.

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Reading is one thing. Applying it to your business is another.

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