Blog on Product, GTM and AI

AI makes building products faster, but it does not create customer demand. Rob Snyder's PULL framework starts with a person's urgent project, their existing alternatives and why those alternatives fall short. Here's how I'd apply it to B2B SaaS: test buying behaviour before development, deliver outcomes early, find the retention moment and build a repeatable system that connects Product, GTM and AI.

2026-10-22

The ABM loop: how I build an account-based GTM system

I build ABM as a learning loop around target accounts. Customer evidence defines the ICP. Enrichment connects the CRM. Signals from websites, products and custom assessment tools guide the next action. Fit tiers, awareness and relationship strength stay separate. People own conversations and commitments. Explore the six-step workflow, change the illustrative signal model and see how customer outcomes feed the next round.

2026-10-05

AI sales roles in 2030: the return of the full-cycle seller

AI will not replace the salesperson. It replaces the machinery around them: research, preparation, documentation, CRM updates, routine follow-up. What remains is an AI-native full-cycle seller who owns the customer relationship from first signal to renewal, with agents that prepare and keep systems current. The durable advantage is not the agent but customer memory: every signal connected, permissioned, retrieved the moment a human or an agent needs it.

2026-10-04

Forward deployed engineers: map the process first

A forward deployed engineer (FDE) works inside a company, maps how work really gets done and rebuilds it with agents. The pay headlines miss the point. The skill that earns the money is process mapping, not prompting. In one accounts payable case from a recent podcast episode, 17 steps became 7 and the cost per invoice fell from USD 31 to USD 6. Map first, sort every step into four buckets, then build.

2026-09-10

The State of Go-to-Market in 2026

The state of go-to-market in 2026 fits in three shifts. Hybrid motions are the default, and high-growth companies add a self-serve entry that already brings in about 20% of revenue, more than twice the peer average. Pricing and pay follow: 48% run hybrid pricing, and AEs are increasingly paid on net revenue and retention. Growth is reaccelerating and deals close six weeks faster, but contracts get shorter. The companies pulling ahead have AI embedded in the funnel: higher quota attainment in every segment, with smaller teams.

2026-09-03

B2B homepage positioning: do's and don'ts from 147 rewrites

I analysed 147 before/after rewrites of B2B homepages. Four faults explain almost every one: too broad, no named enemy, outcomes instead of mechanics, no problem. The rewritten pages follow a nine-block skeleton in a fixed order. From that I derived the rules for homepage messaging: a do's-and-don'ts table for every layer of the page, plus three tests and a checklist to run before your homepage goes live.

2026-08-25

The Enterprise Sales Process: 15 Steps to the Close

An enterprise sales process isn't a CRM funnel with intro, demo, proposal and contract. Those are forecasting buckets. The real process follows the customer's buying process: find a sponsor, gather context, build the demo together, manage the pilot closely, build internal consensus and factor in procurement early. The most important lever isn't the pitch anymore. It's having an information advantage that makes the deal easier for the customer.

2026-08-02

AI GTM terms: the 13 you actually need in 2026

13 AI GTM terms explained as one system: signals decide who you contact, context keeps agents accurate, humans keep the judgement, and AEO decides whether answer engines cite you.

2026-06-28

How to get started with AI in B2B sales

Two AI skills do the heavy lifting in B2B sales: deploy agents that handle research and outreach, and own distribution so buyers hear from you first.