The Red
Thread
Field notes on B2B go to market.
Field note
Playbook
Definition
The Value Proposition, Made Arithmetic
How a niche B2B SaaS stopped selling features and let its buyers price the problem themselves, and what that did to the first sales call.
01 Field noteYour Champion Said Yes. The Committee Let the Deal Die.
A field note on the deal that goes quiet after a perfect demo, and why the champion who loved you cannot save it alone.
02 DefinitionWhat Is a Fractional CMO for a Technical Founder?
A definition, plainly stated. What a fractional CMO for a technical founder actually does, and how it differs from a generic retainer and from a performance marketing hire.
How to Create Materials for Each Stakeholder in a Buying Committee
04 Field noteThey Loved the Demo. Then They Said It Was Too Expensive.
05 PlaybookHow to Connect Positioning to Pipeline
Can your story close a room you are not in?
The Committee Readiness Audit scores whether your go to market can survive a buying committee. Free, and honest about what it finds.