Field Notes

Patterns from the field. Observations on positioning, pipeline, narrative and enterprise GTM systems.

These are notes from doing the work. Patterns I have seen repeatedly while building GTM systems for enterprise B2B companies, where the problem is rarely more activity and usually deeper commercial clarity.

1. N.01

   The Citation Gap

   Why appearing in AI search and owning AI search are two different things.

   AI Search
   Read
2. N.02

   The MOFU Coffin

   Why deals that should progress don't, and why the fix is rarely more content.

   Pipeline Progression
   Read
3. N.03

   The ABM Illusion

   Why most companies mistake ABM for a campaign when it's actually a commercial operating model.

   ABM
   Read
4. N.04

   Narrative Gravity

   Why some messages compound while others disappear.

   Messaging
   Read
5. N.05

   The Positioning Stress Test

   A five-minute exercise to test whether buyers can repeat your narrative.

   Positioning
   Read