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
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2. N.02

   The MOFU Coffin

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

   Pipeline Progression
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3. N.03

   The ABM Illusion

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

   ABM
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4. N.04

   Narrative Gravity

   Why some messages compound while others disappear.

   Messaging
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5. N.05

   The Positioning Stress Test

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

   Positioning
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6. N.06

   What Is an AI Visibility Score?

   An AI visibility score measures how prominently a brand appears in AI-generated answers. But visibility alone doesn't tell you whether AI understands your category, positioning or differentiation.

   AI Search
   Read