The Next Us

B2B firms face an unresolved tension between the need for a unified GTM strategy and the reality that Marketing & Sales are very different.

For years, I’ve been building out a framework about connecting business, brand, and marketing strategy. Today I add a fourth element.

How to balance brand and performance marketing across the entire funnel

Positioning is important for every organization. Yet there is no consensus on what the term means.

Why every brand communicates as if they are #1 in their respective space

Cultivating better data sense

Brand = relationships

Whenever we learn a new skill, we always go through four steps.

We make big mistakes when we assume complex systems will behave like simple ones.