Writing

How I think about this, at length.

Nine 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.

SALES ENABLEMENT 6 MIN READ START HERE

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.

Includes the five question fluency test you can run in a team meeting this week.

GO-TO-MARKET STRATEGY

5 MIN READ

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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REVENUE OPERATIONS

5 MIN READ

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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REVENUE OPERATIONS

5 MIN READ

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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DIAGNOSTICS

4 MIN READ

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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TEAM DEVELOPMENT

5 MIN READ

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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TEAM DEVELOPMENT

4 MIN READ

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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RETENTION AND EXPANSION

4 MIN READ

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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GO-TO-MARKET STRATEGY

4 MIN READ

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 DOCUMENTS

The writing explains it. The documents let you run it.

Six working documents, free and ungated, with the worksheets left in. They are the method itself rather than a summary of it.

All six documents