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Insights & Frameworks

GTM intelligence for B2B leaders.

Practical frameworks, evidence-based perspectives, and real-world applications from 20+ years of building go-to-market systems at B2B companies of every size.

Featured Article
Go-to-Market Strategy
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Most B2B companies define their ideal customer profile by firmographic criteria alone — and wonder why their win rates s...

Go-to-Market Strategy

Why Your ICP Is Probably Wrong (And How to Fix It)

Most B2B companies define their ideal customer profile by firmographic criteria alone — and wonder why their win rates stay flat. Here's the five-dimension ICP model that actually predicts high-fit, high-win deals.

7 min read·Don Knapp
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GTM Strategy
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Predictable revenue isn't built on a single tactic or a great sales hire. It's built on a …

The 5-Part GTM System That Creates Predictable Revenue

Predictable revenue isn't built on a single tactic or a great sales hire. It's built on a system — five interconnected p...

8 minRead
Positioning
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Differentiation isn't about having more features — it's about owning a specific competitiv…

Positioning That Actually Wins: Beyond the Feature War

Differentiation isn't about having more features — it's about owning a specific competitive position in a buyer's mind. ...

6 minRead
Pipeline Management
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If your forecast accuracy is within ±30%, you're not forecasting — you're guessing. Here's…

From Hope-Based to Data-Backed: Building a Forecast Your Board Trusts

If your forecast accuracy is within ±30%, you're not forecasting — you're guessing. Here's the pipeline management frame...

7 minRead
Commercial System
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Your best reps have a method. They just don't know it yet. Here's how to extract that know…

Building a Sales Playbook That Makes Every Rep Your Best Rep

Your best reps have a method. They just don't know it yet. Here's how to extract that knowledge, codify it into a playbo...

8 minRead
Pricing Strategy
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When buyers ask for a discount, it's almost never about price. It's about perceived risk a…

ROI-First Pricing: Stop Competing on Price and Start Winning on Value

When buyers ask for a discount, it's almost never about price. It's about perceived risk and uncertain value. Here's how...

6 minRead
Marketing
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Activity-based marketing — content for content's sake, campaigns that drive traffic but no…

Why Most B2B Marketing Wastes Money (And What Actually Works)

Activity-based marketing — content for content's sake, campaigns that drive traffic but not pipeline — is the default mo...

7 minRead
Implementation
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GTM transformations that take 18 months don't happen. Ninety-day sprints that produce visi…

The 90-Day GTM Sprint: How to Build Momentum Without Burning Your Team Out

GTM transformations that take 18 months don't happen. Ninety-day sprints that produce visible results do. Here's the spr...

8 minRead
Operations
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High-growth B2B companies run 15–20 experiments per quarter. Average companies run 2–3. Th…

The Experimentation Operating Rhythm That Compounds GTM Results

High-growth B2B companies run 15–20 experiments per quarter. Average companies run 2–3. The difference isn't budget or h...

6 minRead
Leadership
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Most GTM board updates are full of activity metrics and short on insight. Here's how to bu…

Board-Ready GTM Updates: From Storytelling to Science

Most GTM board updates are full of activity metrics and short on insight. Here's how to build a five-metric GTM dashboar...

7 minRead
Retail Strategy
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Category reviews happen once or twice a year and are the highest-leverage moment for any C…

The Category Review Playbook: How to Win the Shelf Space Your Brand Deserves

Category reviews happen once or twice a year and are the highest-leverage moment for any CPG brand. Most brands show up ...

8 minRead
Distribution Strategy
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Distribution doors are a vanity metric. Velocity — units sold per store per week — is the …

Velocity First: Why Chasing Distribution Before You've Proven Turns Is Killing Your Brand

Distribution doors are a vanity metric. Velocity — units sold per store per week — is the health metric that buyers, dis...

7 minRead
Trade Marketing
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The average CPG brand spends 15–25% of net revenue on trade promotion — and most can't tel…

Trade Spend That Works: Moving from Checkbook Marketing to Strategic Investment

The average CPG brand spends 15–25% of net revenue on trade promotion — and most can't tell you what return they're gett...

8 minRead
Sales Infrastructure
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Food brokers can multiply your reach overnight — or take your brand dark in every market s…

The Broker Network Playbook: Build, Activate, and Manage the Field Sales Force You Don't Own

Food brokers can multiply your reach overnight — or take your brand dark in every market simultaneously. The difference ...

7 minRead
Ecommerce Strategy
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Most CPG brands treat Amazon as a necessary channel they manage reluctantly. The brands th…

Amazon for CPG: How to Build a Brand, Not Just a Listing

Most CPG brands treat Amazon as a necessary channel they manage reluctantly. The brands that win treat it as a consumer ...

7 minRead
Portfolio Strategy
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Expanding your product line feels like growth. In most CPG businesses, it is actually a sl…

SKU Rationalization: How Doing Less Creates More Revenue

Expanding your product line feels like growth. In most CPG businesses, it is actually a slow leak in your margin, your r...

6 minRead
Channel Strategy
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Most CPG brands treat DTC as a revenue channel that underperforms relative to retail. The …

DTC as a Data Engine: How Your Direct Channel Funds Retail Expansion

Most CPG brands treat DTC as a revenue channel that underperforms relative to retail. The brands that win treat DTC as a...

7 minRead
Pricing Strategy
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Premium pricing is the most valuable commercial asset a CPG brand can build — and the easi…

Pricing Power in CPG: How to Defend Premium Price Points When Retailers Push Back

Premium pricing is the most valuable commercial asset a CPG brand can build — and the easiest to lose. Here is how the b...

8 minRead
Competitive Strategy
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The retailer wants proof of velocity. You need the retailer to build velocity. This parado…

The Challenger Brand Playbook: How Emerging CPG Brands Beat Entrenched Incumbents

The retailer wants proof of velocity. You need the retailer to build velocity. This paradox kills more emerging CPG bran...

8 minRead
Growth Strategy
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The $20M plateau is real. The commercial model that built your regional success — founder-…

From Regional to National: The GTM Operating Model for CPG Brands Crossing the $20M Threshold

The $20M plateau is real. The commercial model that built your regional success — founder-led sales, lean operations, op...

9 minRead
Weekly Frameworks

One GTM framework a week. Straight from the field.

20 years of building commercial systems, compressed into one actionable insight per week. No filler, no generic advice — just what works for B2B companies at $2M–$40M in revenue.

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