The positioning problem when your category does not exist yet
Buyers file you into a category before they understand you. On positioning a product when the category it belongs to does not exist yet.
Notebook
Notes from the work
I write when I find something useful enough to keep.
Most of these ideas come from a problem I have had to solve, a system that did not behave the way I expected, or an assumption that turned out to be wrong.
I try to keep the notes close to the work.
Why your AI keeps starting from scratch at work
General-purpose AI is very good at reasoning over the context you give it. The problem is that most business work has too much context to reconstruct every time.
4 CRM adoption metrics that show whether your pipeline reflects reality
Login counts tell you whether people use the CRM, not whether it is true. Four measures of reconciliation debt: update lag, stale next steps, review-driven close dates and silent deals.
Build vs. buy is often a scoping fight
AI has made the first version of almost anything easy to build. That makes it tempting to compare a narrow prototype against a product responsible for a much broader set of problems.
GTM engineering is new. The work behind it isn’t.
GTM engineer is a useful name for work startup operators have been doing for years. Building has become cheap. Knowing what is worth building has not.
RevOps should not stop at reporting
Reporting explains what already happened. The more interesting shift is toward systems that surface risk while there is still time to act on it.
Deal probability is often optimism disguised as data
Manually entered probability tells us how confident the salesperson feels, not how likely the deal is to close. Why evidence and momentum are more useful than a percentage.
Topics
CRM and revenue operations
Notes on CRM adoption, forecasting, sales process design, lifecycle stages, data quality and the uncomfortable gap between what the CRM says and what is actually happening.
AI and work
What happens when AI becomes part of the operating system rather than a separate tool: persistent context, agents, co-workers, automation and new expectations for business software.
GTM
Positioning, channels, market expansion, sales and marketing alignment, and the systems required to turn activity into repeatable growth.
Marketing operations
HubSpot, attribution, analytics, automation, content systems and the less glamorous infrastructure that makes marketing easier to run.