ARTICLES
Operator notes on B2B marketing, pipeline, and growth.
Practical frameworks for CEOs and marketing leaders — from defining your ICP to building the team and proving revenue impact.
FRACTIONAL LEADERSHIP
Fractional Marketing Leadership: When It Fits, What It Owns, and How to Use It
A guide to fractional marketing leadership, including when to hire a fractional VP or CMO, scope, authority, 90-day priorities, and how to choose the right model.
THOUGHT LEADERSHIP
Executive Thought Leadership as a B2B Revenue Channel
How B2B companies can use executive thought leadership to build preference, influence hidden buyers, support sales, create pipeline, and measure commercial impact.
PIPELINE
B2B Pipeline Growth: How to Find and Fix the Bottleneck
A guide to B2B pipeline growth covering pipeline math, demand, ICP, positioning, preference, buying groups, conversion, velocity, and diagnostic methods.
ICP
Ideal Customer Profile: How to Define Who You Should Actually Target
A guide to defining a B2B ideal customer profile using fit, buying triggers, economics, urgency, success patterns, disqualifiers, and customer evidence.
GO-TO-MARKET
B2B Go-to-Market Strategy: Diagnose the Constraint Before Adding Tactics
A B2B go-to-market strategy framework spanning market, ICP, positioning, buying groups, demand, sales process, pipeline, and organizational constraints.
TEAM
How to Build a B2B Marketing Team
How to build a B2B marketing function in the right sequence, including leadership, demand generation, content, operations, product marketing, agencies, and growth-stage org design.
ALIGNMENT
Sales and Marketing Alignment: A Practical B2B Operating Model
An operating model for aligning B2B sales and marketing around ICP, pipeline, definitions, buying groups, weekly cadence, and shared revenue outcomes.
METRICS
B2B Marketing Metrics: What CEOs and Marketing Leaders Should Measure
A B2B marketing scorecard covering pipeline, conversion, attribution, revenue contribution, velocity, and the limits of marketing measurement.
REVENUE
B2B Marketing Revenue: How Marketing Should Contribute to Growth
A framework for connecting B2B marketing strategy, demand, pipeline, sales execution, and won revenue without reducing marketing to a lead factory.
ON SUBSTACK
Modern B2B Marketing Playbook
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