Marketing a deeply technical API platform
How to connect engineers, developers, commercial buyers and the board without flattening the product story.
Insights for B2B leaders
Practical GTM thinking. Built from operating experience.
Articles now, video cases next: clear thinking on positioning, pipeline, GTM operations, fractional leadership and the responsible use of AI.
Video proof series
Three cases worth unpacking.
Watch the current video stories and follow the next case as it is released.
Building ABM operations from scratch
The roles of targeting, data, systems, channels, reporting and AE/SDR integration.
Recording next · AYA Energy
Creating a GTM programme at speed
How ICP, enablement, campaigns, CRM intelligence and cross-functional ownership fit together.
Latest articles
Read the operating point of view.
Start with the leadership decision closest to the pipeline problem you are trying to solve.
B2B marketing in 2026What changed, what did not, and where senior judgement still matters.
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Interim vs fractional CMOChoose the model that matches the gap, the urgency and the internal team.
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90-day B2B pipelineA practical view of what a leadership team can—and cannot—change in one quarter.
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GTM Ops explainedWhy tools and dashboards are not an operating system until decisions have owners.
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AI + GTMWhere AI can increase operating leverage—and where it amplifies weak positioning.
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VP Marketing or fractional CMO?Use the work to be done, not the title, to choose your next marketing leader.
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What a CMO actually doesThe real scope of the role — and what to expect before you hire one.
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What a fractional CMO really doesBeyond the title: the decisions, systems and outcomes to expect.
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Interim marketing leadershipWhen an interim leader is the right bridge — and how to make it work.
Read article →Key-person sales risk
What happens when pipeline depends on one person — and how to fix it.
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Questions for a B2B marketing consultantThe questions that separate operators from deck-makers.
Read article →3 roles in the AI age
How AI reshapes the marketing roles a B2B firm actually needs.
Read article →The editorial lens
Market. Method. Message. Evidence.
Every useful piece should help a CEO make one better GTM decision—or show how that decision works in practice.
Market
Which ICP and buying situation deserve focus?
Method
Which operating approach fits the constraint?
Message
Which pain and promise will buyers recognise?
Evidence
Which cases, signals and recommendations make it credible?
Want to apply the thinking to your pipeline?
Bring one current GTM problem to a 20-minute conversation. We will identify the decision underneath it.