GTM POV
B2B go-to-market, operator to operator
For B2B founders, CROs, Heads of Marketing, RevOps leads, and agency owners. Written from the operator seat — I co-founded GTMify and ship the GTM systems I write about. Plays that actually moved reply rates, stack decisions worth making, and what to stop paying for.
The CODN of a slow sales cycle
Everyone models revenue from the win. Almost nobody models the compounding cost of ninety extra days to get there. That is where mid-market GTM value leaks.
Churn is a sales problem you booked twelve months ago
Retention teams inherit deals that were mis-sold, then get graded on saving them. Trace churn back to qualification and the CODN math changes.
Your pipeline review is a fiction-writing workshop
Weekly pipeline reviews reward storytelling over evidence. Three questions that turn the meeting from theater into a forecast you can bank.
You do not have a lead problem, you have a routing problem
Teams patch a pipeline gap by buying more leads. The CODN math almost always shows the loss sitting in routing latency and ownership ambiguity, which costs nothing to fix.
Your SDR team is a symptom, not a strategy
Adding SDR headcount when routing, qualification, and follow-up are broken is not a strategy. It is a bill. Here is the diagnostic that tells you which problem you actually have.
ICP isn't a doc, it's a system
Your ICP doc is dead the moment you save it. The teams winning pipeline in 2026 run ICP as a living system that learns from every won and lost deal.
Outbound theater versus outbound
Most outbound in 2026 is theater: sequences fire, replies trickle in, calendars stay empty. Three signals that tell the difference between the show and the system.
The CODN audit every CRO should run before Q4
A 90-minute Cost of Doing Nothing audit a CRO can run with their RevOps lead before Q4 budget conversations. No slide deck. No 30-day project.
Your seven-tool GTM stack is one tool too many
Most GTM stacks carry one redundant tool that quietly drains budget, attention, and data quality. Finding and cutting it is the highest-leverage RevOps move of 2026.
Intent data without orchestration is expensive noise
Most B2B teams buy intent data, park it on a dashboard, and miss the conversion window. The value was never the signal. It is the orchestration that acts on it.
The agentic outbound stack that beats the agency model
Agencies bill 15K to 30K a month for outbound a 2K agentic stack now runs. The math flipped. Here is what the stack contains and where agencies still matter.
Your scoring model is the wrong fight
Every GTM team is debating signals, weights, fit vs intent, predictive vs explainable. They're fighting the wrong fight. The model rarely matters. The orchestration around it does.
RevOps is becoming a build job, not a tools job
Five years ago RevOps was a tools-admin role. In 2026 it's a build role. Leaders are hiring engineers who happen to know GTM — and the middle market is one cycle behind.