Our latest news and industry insights
Field notes on B2B growth strategy, product marketing, channel programmes and selling to technical buyers.
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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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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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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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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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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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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Marketing to Engineers Without Insulting Them
You do not get objections from engineers. You get quiet disqualification, and nobody in marketing ever finds out why.
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What CISOs Actually Read, and What They Ignore
A CISO gets forty to a hundred vendor emails a week. Your whitepaper is competing with all of it. Here is what survives the scan.
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What Makes an AI Assistant Quote You
Assistants name two or three companies, not ten. It is not random. Here is what the ones that get named have in common.
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How to Audit Your Visibility in AI Answers
Most companies have never asked an assistant what it says about them. The answer is rarely silence. It is usually something confident and wrong.
Read moreReading is one thing. Applying it to your business is another.
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