Introduction: Bad assumptions
A book about sensible decisions that produce the wrong marketing system. B2B companies often fail at marketing because the business...
The demand is there
A controlled sentence that shrinks the market to whoever is already buying. It is usually said in a controlled voice. Pipeline is...
Better targeting
When broader presence feels risky, the room reaches for precision. Once a company accepts that the market is larger than the active...
We'll do brand later
A respectable way to postpone the work that makes growth easier later. It's one of the most respectable ways a company can...
Performance drives revenue
A sentence that sounds balanced - and still moves the budget. It's the kind of sentence that can make everybody in the room feel...
More marketing
The moment activity starts to substitute for strategy. After a soft quarter, it is one of the easiest things for a company to say. We...
What makes us different
Where positioning gets reduced to copy. A lot of companies start sounding unusually earnest once the conversation turns to difference....
More research first
A responsible-sounding brake that often delays commitment. Few sentences sound more responsible inside a company than this: let’s do...
Creative should explain it
Where B2B marketing becomes sincere - and forgettable. After enough pressure, a lot of B2B marketing becomes sincere, careful and...
I'll know good creative
Where reviews get confident - and unhelpful. Creative review is where confidence often arrives before usefulness. Creative should...
If we can measure it, it worked
Where weak decisions put on a lab coat. Weak marketing decisions look much more respectable once they put on a lab coat. I'll know...
This post did well
Where social metrics replace strategy without anyone calling it that. This is how a lot of B2B social strategy loses the plot while...
Useful content will bring demand
The respectable hope that keeps teams busy. This post did well already showed how visible social response can stand in for commercial...
The problem is in marketing
The convenient diagnosis that protects the rest of the system. When commercial performance softens, leadership often looks for the...
Pricing is a sales problem
A tidy division that hides a sharp commercial lever. The problem is in marketing already showed how visible symptoms get assigned to...
ABM will solve it
When focus becomes a theory of growth. Pricing is a sales problem showed where weak framing, packaging, and memory turn into margin...
PLG keeps marketing lightweight
Where conversion mechanics get mistaken for the whole growth model. ABM will solve it showed where account focus can feel like a whole...
PR will build awareness for us
Coverage, credibility, links, memory: different jobs, one messy label. PLG keeps marketing lightweight showed where product mechanics...
Coda: Better assumptions
A final pass over the pattern - and the judgement founders need around marketing. PR will build awareness for us closes the sequence...