Insights

Notes for B2B marketing and sales teams.

Practical methods for positioning, handoffs, AI search and measurement. Each article includes a way to test the argument in your own company.

Argument

28 July 2026 · 14 min

What product marketing should own in a B2B company

A practical guide to the market decisions product marketing should coordinate in a B2B company, from target customers and positioning to launches and sales guidance.

Argument

14 July 2026 · 13 min

The handoff is the leak: how to fix the gap between B2B marketing and sales

A practical guide to defining, measuring and repairing the point where a qualified buyer moves from B2B marketing to sales.

Method

2 June 2026 · 15 min

How to measure whether AI search recommends your company

A repeatable method for measuring brand mentions, citations and recommendations across AI answer systems without pretending they behave like rankings.

Argument

21 April 2026 · 14 min

Why B2B marketing attribution is degrading, and what to measure instead

A decision-focused measurement model for B2B teams facing consent gaps, private buyer journeys and AI-assisted research.

Subscribe by RSS. No newsletter, no gate, no pop-up.