Marketing a deeply technical API platform
Connecting engineers, developers, commercial buyers and the board without flattening the product story.
Insights
Practical GTM thinking. Built from operating experience.
Articles, case-led perspectives and useful resources for the commercial decisions in front of a B2B leadership team.
Case perspectives
Three operating situations.
A short set of field notes on technical positioning, account-based operations and building a programme at speed.
Building ABM operations from scratch
Targeting, data, systems, channels, reporting and sales-team integration working as one operating system.
Creating a GTM programme at speed
How ICP, enablement, campaigns, CRM intelligence and cross-functional ownership fit together.
Articles
Read the operating point of view.
Start with the leadership decision closest to the commercial problem you are trying to solve.
Fractional CMO Antwerp
When your B2B company needs senior marketing leadership, and how to choose the right model.
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B2B marketing in 2026
What changed, what did not, and where senior judgement still matters.
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Interim versus fractional CMO
Choose the model that matches the gap, the urgency and the internal team.
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90-day B2B pipeline
A practical view of what a leadership team can—and cannot—change in one quarter.
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GTM Ops explained
Why tools and dashboards are not an operating system until decisions have owners.
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AI and GTM
Where 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 does
The real scope of the role—and what to expect before you hire one.
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What a fractional CMO really does
Beyond the title: the decisions, systems and outcomes to expect.
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Interim marketing leadership
When 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 consultant
The questions that separate operators from deck-makers.
Read article →Three roles in the AI age
How AI reshapes the marketing roles a B2B firm actually needs.
Read article →Apply the thinking
Want to apply the thinking to your commercial problem?
Bring one current commercial question to a conversation. We will identify the decision underneath it.
Discuss the situation
Choose a time that works.
Bring the commercial question. The next step starts with the context.