How we think.
A running point of view on how go-to-market actually gets built now — the arguments behind the work.
Stop counting clicks. Start measuring whether you're the answer.
In the age of AEO and GEO, the metrics that ran marketing for two decades have gone blind. The new north star — when your buyer asks an AI, are you the answer? — and the five metrics that explain it.
Read the piece →The product is table stakes. Go-to-market is the moat.
For technology companies, the product used to be the moat. It isn't anymore — building got cheap, buyers changed, and capital got impatient. Go-to-market is now the single biggest question, and the one most tech companies answer last.
Read the piece →The marketing department is being unbundled.
For thirty years, building marketing meant building a department. AI and the shift to independent talent broke that model. What replaces it isn't a fractional CMO or an agency — it's an engine.
Read the piece →Why go-to-market fails — and it's almost never the marketing.
Most “marketing problems” are sequencing problems: spend before position, performance before infrastructure. The order that makes a budget compound instead of leak.
Read the piece →Build a marketing function that survives you leaving.
The best marketing builds are the ones you could walk away from on Monday. Designing for your own redundancy — and why it's worth more than indispensability.
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