Advisory / Point of view
How I think
about the work.
Demand generation, account-based marketing, AI GTM architecture, and content strategy.
Demand generation
How I think about demand generation
Work backward from a revenue number to the budget it takes, then build the measurement spine before the campaigns.
Account-based marketing
How I think about account-based marketing
ABM is the progression from an account to the six-to-ten humans on the buying committee. Everything else is targeted demand gen.
AI GTM architecture
How I think about AI GTM architecture
The model is close to a commodity. The differentiator is the context you bring to it and your ability to judge what comes back.
Content strategy
How I think about content strategy
Two engines with different jobs. Programmatic captures demand that already exists, thought leadership creates demand that does not, and both fail the same way without an editorial gate.