Field notes on B2B go-to-market.
Essays for founders, CROs and RevOps leaders pressure-testing their motion. Opinionated, specific, and written to be acted on inside 90 days.
- ·7 min read
The SaaS Free Trial Conversion Framework That Works
Most SaaS free trials convert 2-5%. The difference between 5% and 15% is not the product. It's the activation sequence and timing.
Product & PLGDemand GenGTM Strategy - ·7 min read
Territory Design That Doesn't Create Channel Conflict
Poor territory design creates channel conflict and stalls growth. Build territories around account potential, not geography alone.
SalesRevOpsGTM Strategy - ·7 min read
Founder-Led Sales: When to Hand Off and How
Founder selling doesn't scale forever. The handoff to a sales team is where most B2B companies lose their edge. Here's the timing and mechanics.
SalesStrategy & VisionGTM Strategy - ·7 min read
The QBR Format That Actually Changes Customer Behavior
Most quarterly business reviews are status theater. Structure QBRs around adoption gaps, expansion signals and risk flags that drive action.
Customer Success & ExpansionGTM StrategyRevOps - ·7 min read
Sales Enablement Playbooks Reps Actually Reference
Most sales enablement collects dust. Build playbooks reps open in live deals by focusing on decision triggers, not product features.
SalesRevOpsGTM Strategy - ·8 min read
Lead Scoring Models That Do Not Lie to Sales
Most B2B lead scoring models are theater. Build a simple, audited model that predicts conversion and earns sales team trust within one quarter.
RevOpsDemand GenSales - ·8 min read
Account Based Marketing Below $50M ARR: Where It Breaks
Most ABM programs at sub $50M ARR companies fail predictably. A practical guide to where ABM works, where it does not, and what to run instead.
Marketing & Demand GenSalesGTM Strategy - ·8 min read
PLG Meets Sales Led: The Hybrid Motion Playbook
Most hybrid PLG and sales led motions break at the handoff. A practical playbook for routing, qualification and comp when both motions run in parallel.
GTM StrategySalesDemand Gen - ·8 min read
A Customer Health Score That Actually Predicts Churn
Most B2B health scores are vanity dashboards. Build a weighted score grounded in usage, sentiment and economics that predicts churn 60 to 90 days ahead.
Customer Success & ExpansionRevOpsForecasting - ·8 min read
Sales Comp Design for Multi Product B2B Motions
Single product comp plans break the moment you launch product two. A practical model for comp design that scales across products without confusing reps.
SalesStrategy & VisionRevOps - ·8 min read
Win Loss Analysis That Actually Changes Sales Behavior
Most B2B win loss programs produce decks nobody acts on. Build a lightweight cadence that compounds into sharper qualification and higher win rates.
SalesRevOpsGTM Strategy - ·7 min read
Sales Capacity Planning: When to Hire AEs (And When Not To)
Most B2B teams hire AEs to fix what's actually a productivity problem. How to size capacity honestly and avoid the most expensive mistake in sales planning.
SalesCapacity PlanningRevOps - ·8 min read
CAC Payback: The Number That Hides Your Worst Channel
Blended CAC payback hides which channels are quietly losing money. Here's how to cut it by source and rebuild your acquisition mix in one quarter.
Unit EconomicsDemand GenFinance - ·7 min read
The Sales-Marketing SLA That Actually Stops the Fighting
Most sales-marketing SLAs are theater. Here's what belongs in a real one — and how to write it so the lead-quality argument finally ends.
Demand GenSalesRevOps - ·7 min read
The Real Cost of an Undefined ICP
Most B2B revenue misses trace back to a fuzzy ICP, not a broken sales team. Quantify the cost and tighten the definition in under 30 days.
ICPPositioningGTM Strategy - ·7 min read
Forecast Accuracy: Why Your CRM Forecast Is Always Wrong
Most B2B forecasts miss not because reps lie, but because the system grades the wrong evidence. Here's how to rebuild forecast accuracy in one quarter.
ForecastingRevOpsSales - ·7 min read
RevOps Maturity: 5 Signals You've Outgrown Your CRM Setup
Most B2B teams outgrow their CRM setup 12-18 months before they admit it. Here are five signals your RevOps foundation is now the constraint on growth.
RevOps & DataStrategy & Vision - ·7 min read
Pricing Experiments That Don't Break Your Forecast
B2B pricing changes usually ship as a hard cutover that breaks the forecast. How to run pricing experiments cleanly without putting next quarter at risk.
Pricing & PackagingRevOpsStrategy & Vision - ·7 min read
Net Revenue Retention Benchmarks for B2B SaaS (2026)
Honest NRR benchmarks for B2B SaaS by segment, business model and ACV — and the operating habits that separate top-quartile retention from the rest.
Customer Success & ExpansionRevOps - ·7 min read
Why Your Demand Gen Mix Is Overweighted on Paid
B2B demand gen has quietly become 70% paid. Here's why that mix breaks unit economics and how to rebalance toward channels that actually compound.
Marketing & Demand GenRevOps - ·7 min read
The 90-Day Plan a New CRO Should Actually Run
Most new CRO 90-day plans optimize for visibility, not leverage. A sequenced plan to find the real revenue problems before you change anything.
Strategy & VisionSalesRevOps - ·7 min read
The Pipeline Coverage Ratio That Predicts Next Quarter
Most B2B teams use a 3x pipeline coverage rule that no longer works. Build a coverage ratio tied to your real win rate, sales cycle and segment mix.
Pipeline & ForecastingRevOpsSales