Recording next · Tyk
Marketing a deeply technical API platform
How to connect engineers, developers, commercial buyers and the board without flattening the product story.
Insights for technical 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.
These videos are next in the production plan. Each will be repurposed for LinkedIn, YouTube, Substack and shorter social formats.
Recording next · cleverbridge
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 2026
What changed, what did not, and where senior judgement still matters.
Read article →Interim vs fractional CMO
Choose the model that matches the gap, the urgency and the internal team.
Read article →90-day B2B pipeline
A practical view of what a leadership team can—and cannot—change in one quarter.
Read article →GTM Ops explained
Why tools and dashboards are not an operating system until decisions have owners.
Read article →AI + GTM
Where AI can increase operating leverage—and where it amplifies weak positioning.
Read article →VP Marketing or fractional CMO?
Use the work to be done, not the title, to choose your next marketing leader.
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.