GO-TO-MARKET · WRITING
Notes on building a growth operation.
Essays on positioning, pricing, buyer behaviour and the work of running a go-to-market programme.
The reading list
Planning for a buyer journey that crosses channels
A shared revenue plan needs to account for research, referrals and conversations that happen outside the tracked funnel.
Read morePricing decisions belong in the growth plan
Packaging, value metrics and migration plans influence who buys, how accounts expand and what it costs to serve them.
Read moreTurn the strategy into work a team can run
A strategy deliverable becomes useful when it supports decisions, handoffs and everyday execution.
Read moreMake product information useful in an AI-assisted evaluation
Buyers can use assistants to compare vendors. Clear product facts and accessible evidence help make those comparisons more accurate.
Read moreDesign useful content for private sharing
Referrals and private conversations can influence a purchase without producing a complete analytics trail.
Read moreGive shared revenue work a clear owner
Consistent definitions and an accountable lead help marketing, sales and customer success coordinate decisions.
Read moreWrite the diagnosis before choosing the intervention
A useful diagnosis identifies the constraint, shows the evidence and explains what should be tested next.
Read moreTell us what you want to grow.
Share your goal, current setup and the work you need help with.