Writing
How I think about this, at length.
Arguments, not posts. Each one is the reasoning behind a piece of the method, published in full with the diagnostics left in. If you read one and fix the thing yourself, that was the point.
GTM ENABLEMENT7 MIN READESSAY
The people person era is over. The product guru era is here.
Relationship selling was a moat when information was scarce. Your buyer can now get a better answer from a language model than from your average rep, and they already have. What replaces the people person, and how to build reps who teach instead of pitch.
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THE ARGUMENT IN ONE LINE
The charm did not stop working. The toll booth got removed.
GTM Architecture
Who you sell to, how you sell, what a stage means.
6
Stage definitions decide whether the forecast means anything.
Seven go-to-market motions every B2B company is running, whether they know it or not
Most companies run several at once without naming any of them, which is why none of them work particularly well.
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How to write sales stage exit criteria, with examples
Most stage definitions describe what the seller did. Here is how to rewrite them around evidence the buyer produced, stage by stage, including the three cases that always break it.
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Your forecast is a feeling with a spreadsheet around it
Forecasts don’t miss because reps lie. They miss because the stages measure what the seller did instead of what the buyer did, and nobody notices until the quarter closes.
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The three things I audit in every sales org before I touch anything else
There is usually a presenting symptom. It is usually not the problem. Here is where I look first and why those three.
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Your board suddenly cares about net revenue retention. Here is what to do about it.
NRR became the most cited metric in revenue for a reason that is pure arithmetic. Most go-to-market systems still stop at the signature, which is where the cheapest revenue in your business is sitting.
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How to build an ICP from win-loss data, not a persona workshop
Twenty wins, twenty losses, and three attributes that separate them. The version that takes an afternoon and produces something your reps can actually use on Monday.
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The Leader Layer
Hiring, ramp, coaching, capacity.
3
A ramp ends when somebody passes it, not when the calendar says so.
Do you need more reps, or better ones?
Quota attainment fell to 43 percent and most companies over-assign on purpose. The arithmetic that answers it.
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A sales onboarding plan that ramps in eight weeks, not six months
Six months is not a ramp, it is a bet. Here is what to document before anyone starts, and what evidence to require at each of the eight weeks after.
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Why your first sales hire failed, and what to do before the second
It is almost never the person. It is that founder-led selling was never written down, so there was nothing for them to reproduce.
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GTM Enablement
What a rep can say, and what holds under pressure.
1
Two gates, and most sales material fails one of them.
Your enablement looks fine and nobody uses it
Forrester puts it at 65 percent unused, and it has not moved in a decade. The cause is retrieval, not quality.
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AI and the Stack
Where it helps, and where it only goes faster.
2
The budget is concentrated where the process is least defined.
Why AI pilots fail hardest in sales
MIT found 95 percent deliver no measurable return, and the money is concentrated where the returns are worst.
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Most companies are AI-curious. That is the expensive one.
There are three kinds of revenue organization right now. Two of them are fine. The one in the middle is quietly spending the most and getting the least.
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THE LIBRARY
Six working documents, free and ungated.
The actual documents I use inside engagements, worksheets left in. No email wall on any of them, because a document you have to trade for is a brochure.
GTM ARCHITECTURE
The Stage Definition Rewrite
Rebuild your stages around buyer evidence rather than seller activity. The test, the five stages, and the worksheet.
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GTM ARCHITECTURE
The Win Loss Read
Build an ICP from twenty wins and twenty losses. The questions, the scoring, and what the pattern usually turns out to be.
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GTM ARCHITECTURE
The Outbound Playbook
ICP scoring, signal selection, sequencing and the messaging that survives a reply.
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GTM ARCHITECTURE
The Expansion Motion
Give the second sale an owner, a number and a trigger, so expansion is a motion rather than a renewal deadline.
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GTM ENABLEMENT
The Five Questions
The five things buyers actually ask, and how to answer each from mechanism rather than claim.
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THE LEADER LAYER
The Ramp Plan
Eight weeks to a real contributor, week by week, with the checkpoints and the certification.
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The next step
Start with the read.
Thirty minutes, no deck and no discovery script. Tell me what the last two quarters actually looked like and I will tell you which of the six you are dealing with, and whether I am the right person to fix it.