Positioning vs. Messaging: What’s the Difference?
Positioning is the strategic decision about who you serve and why you win. Messaging is how that decision gets said out loud, differently, to each audience.
Field Notes
Thinking Built to Survive the Room.
Clear notes on founder-led growth, marketing diligence, positioning, and the systems that make revenue easier to underwrite.
Latest
Essays and operating notes for founders preparing the business for what comes next.
How to Validate a B2B Value Proposition Before You Bet Your GTM on It
Before a value proposition drives your GTM spend, test it against real prospect conversations, a small paid signal, and internal sales pushback — not just workshop consensus.
The State of Go-to-Market for B2B Tech & MSPs Heading Into 2026
Efficient growth, not growth-at-all-costs, is shaping GTM decisions across B2B tech and MSPs heading into 2026 — driven by tighter capital, active M&A markets, and buyers who research…
MSP Marketing: Why Generic GTM Playbooks Don’t Work
MSPs sell trust and relationships on a long, referral-heavy sales cycle — which is exactly why SaaS-style GTM playbooks tend to underperform when applied directly.
B2B Tech GTM Strategy: Aligning Sales, Product, and Marketing
Most B2B tech GTM strategies fail from misalignment, not bad tactics. Shared definitions, a single source of truth, and clear ownership fix most of it.
GTM Strategy for an Exit: What Acquirers Actually Evaluate
Acquirers don't just look at your revenue — they look at how it's generated. Customer concentration, CAC predictability, founder dependence, and brand equity all shape the multiple.
GTM Strategy Checklist for B2B Tech Leaders
A real GTM strategy checklist for B2B tech leaders covers five things: the buying committee, positioning before channels, a focused channel mix, a defined sales handoff, and metrics…
Why B2B Marketing Frameworks Are Replacing Ad-Hoc Tactics in 2026
B2B companies are formalizing marketing strategy earlier than they used to. Three forces are driving it: tighter budget scrutiny, AI-driven search changing what "content marketing" even means, and…
What to Include in a B2B Marketing Strategy Document
A real B2B marketing strategy document covers six things: ICP, positioning, the offer, the channel plan, the numbers, and a sequenced roadmap. Here's what belongs in each section.
Why Most B2B Marketing Strategies Never Get Past the Slide Deck
Most B2B marketing strategies die between the workshop and the work. Here's why the gap opens up, and what closes it.