Our convictions on go-to-market.
Analysis and convictions from the field, not from theory.
October 2026.
17 articlesClosing B2B deals without pressure
Improving your B2B close rate is not about pressure tactics. Here is what actually makes a buying committee sign, and where a deal is really won.
B2B competitive analysis
How to run a B2B competitive analysis that feeds your positioning, instead of an endless feature-tracking exercise. Our method for software vendors.
Sales automation: where to start
Sales automation: what to automate and in what order, the tasks to hand to software, the traps to avoid, and the method that makes it hold over time.
SaaS pricing: model and price level
How to set SaaS pricing: pick the model and value metric, set the price level, test it on real deals, and revise it yearly without breaking your base.
Sales and marketing alignment: the real issue
Sales and marketing alignment is not a people problem but a definitions and data one: a two-way service agreement, short rituals, a closed loop, governance.
AI in B2B prospecting: method before tools
How to bring AI into an existing B2B prospecting system: diagnosis first, then targeting, signals, sequences and follow-up, on clean data and in stages.
GTM engineering: what it is and how it works
GTM engineering builds revenue systems instead of piling up manual tasks. What it means, what a GTM engineer does, the building blocks, limits and first steps.
A SaaS go-to-market strategy that holds
A SaaS go-to-market is not a launch plan but a system: segment, proof, price and sales motion. The drift signals to watch, and the order in which to fix them.
Sales qualification: plugging the leaks
Sales qualification decides where your reps spend their time. What BANT, MEDDIC and CHAMP actually do, and the criteria worth writing down in plain words.
Sales pipeline stages that actually hold
A sales pipeline runs on criteria, not gut feel. How to define your stages, their entry and exit criteria, and finally steer with confidence.
Getting your team to use the CRM
A CRM nobody fills in steers nothing. How we win real adoption: perceived usefulness, minimal data entry, team rituals, and managers leading by example.
ABM: targeting your strategic accounts
ABM is neither a tool nor personalised outbound. Building the list, choosing the intensity, orchestrating both teams, and measuring more than leads.
Selling to a committee, not a person
A B2B decision is made by six to ten people, half of whom will never meet you. Mapping the committee, arming a champion, and aiming for consensus.
B2B attribution: what is measurable
In complex sales, perfect attribution does not exist. The three readings that genuinely help, and the question they have to answer.
Choosing your RevOps stack
The order of purchase matters more than the choice of tools. The four blocks, the one that always comes first, and the three regretted buys.
Raising prices without losing your base
A price increase is prepared three months before the announcement. The sequence, how to handle the installed base, and the two numbers that matter.
Designing your pricing tiers
How many tiers, what goes in each, and why the middle one deserves the most work. The method, and the three splits that do not work.
September 2026.
22 articles
B2B prospecting agency: costs and how to choose
What a B2B prospecting agency does, what it costs and how it charges, the pricing models to avoid, and the questions to ask before you sign.
Designing a multichannel sequence
How many touches, on which channels, at what pace, and when to stop. The structure of a sequence that holds, and the four mistakes that waste it.
Revenue operations as a service: how to choose
Hire, rent a part-time profile, bring in an integrator or have a system run for you: the four ways to get RevOps, and how to pick the right one.
Intent data: definition, sources and pricing
What intent data is and what it really measures, its three sources, the providers active in Europe, what it costs, and the questions to ask before signing.
B2B content that actually generates
Most B2B content does not convert because it answers questions nobody asks. The three formats that produce, and how to measure them.
Demand gen budget allocation: best practices
Demand generation budget allocation best practices: write the capture vs create ratio first, size it, check the benchmarks, avoid the costliest mistakes.
Shortening your B2B sales cycle
A long cycle is not a fact of your market. The four places where time is actually lost, and the one to fix first.
Structuring a B2B sales team
Who to hire, in what order, and when to specialise. The three thresholds that trigger a structural change, and the first-hire mistake.
A pipeline review that moves deals
A round-table moves nothing. The four questions per deal, the 45-minute format, and the three numbers that say whether the ritual works.
Ramping a new sales rep
How long before a rep produces, and what actually shortens it. The plan in three thirty-day blocks, and what gets measured at each one.
Making your sales forecast reliable
A wrong forecast is not a honesty problem, it is a definitions problem. Stage exit criteria, and why weighting comes last.
Adapting your message by persona
One promise per segment, one message per role. The three questions each member of the buying committee asks, and the mistake that dilutes everything.
Category creation: real lever or trap
Creating a category costs more than people think and fails more often than they say. The three conditions, and the alternative that works.
Differentiating in a crowded market
In a mature market, differentiation no longer comes from the product. The four axes still available, and the one that lasts longest.
Writing a value proposition that holds
The three components of a value proposition, the five-interview test protocol, and the four phrasings that disqualify it immediately.
Growth or profitability: the GTM trade-off
The trade-off is not settled in growth percentages. The three numbers that decide it, and what each choice imposes on your go-to-market.
Which buying signals actually predict a deal
Most signals look useful and predict nothing. How to rank them by freshness, scarcity and distance to your problem, and which ones to drop.
Diagnosing your go-to-market in 90 days
A GTM diagnosis is not a workshop. The four sources to open, in which order, and the one-page deliverable it has to produce.
Opening a new country: the sequence
What actually changes when you cross a border: the first country, local presence, pricing, and the moment to hire on the ground.
Launching an offer into an adjacent market
What worked in your first market never transposes as is. The four-step sequence, and the three signals that tell you to stop.
PLG, sales-led or channel: choosing a motion
Your sales motion is not an internal preference, it is a property of your market. The three markers that settle it, and what each choice really imposes.
Building a go-to-market plan: the method
The six decisions a go-to-market plan has to settle, in order: segment, value, motion, demand, economics, organisation and data.
July 2026.
4 articles
Why an ICP that is too broad kills growth
Defining your ICP in B2B: the three axes that determine it, how to read it from your real customers, and the signs it is still far too broad.
Signal-based selling: definition and method
Signal-based selling and signal-based outbound explained: a clear definition, real buying signal examples, and the sequence each signal should trigger.
Value before price: packaging that sells
Pricing is not a finance decision, it is a positioning decision. The three questions in order, and the classic packaging traps.
Five signals it is time to rethink your GTM
A go-to-market never dies suddenly, it runs out of breath. The five signals that announce it, and how to tell the cause from the consequences.
June 2026.
4 articles
Positioning: say who you serve
Most positioning describes a product. The best names a customer and their transformation. The method, and the fear of being too specific.
Product-market fit is not a finish line
PMF is not a milestone you cross once. It is an unstable balance to defend at every stage, and its decline is silent.
Strategy vs execution: why GTM plans fail
A brilliant plan on slides is worth nothing without execution. Where the break really sits, the three symptoms, and how to close it.
A sales playbook that survives your best closers
When performance rests on two stars, every resignation is a crisis. How to industrialise what works without killing it, and what a playbook must contain.
May 2026.
4 articles
Inbound, outbound, allbound: end the turf war
Setting inbound against outbound costs growth. How to think about demand generation as one system, and what orchestration actually changes.
Building your revenue operations foundation
RevOps is not a tidy CRM. The three layers to lay in order, the five metrics that are enough, and the trap of premature sophistication.
Usage-based pricing: hype or real lever?
When usage-based pricing genuinely creates growth, when it destroys your predictability, and how to choose a billing unit that holds.
The handover: knowing when to leave
A good firm removes dependency instead of creating it. What gets prepared from day one, and what the client keeps after the departure.
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