GTM practice · 16 working notes so far
Working Notes from the Practice
How first-party signals get captured, how attribution closes the loop, what agents should and should not touch, what the C-level actually needs to see, and what any of it costs. Written from the build, not from a content calendar.
Browse articles ↓Motion
3 articles
ABM in the DACH Market: Signals, Buying Committees and the Outbound Pairing
Account-based marketing for German-speaking B2B: the signals that turn a list into a queue, the committee map, the consent constraints.
AI Personalization in Outbound: Where It Helps and Where It Gets You Blocked
The four levels of outbound personalization, what AI is good at in each, the failures that burn domains, and how to configure an engine grounded in signals.
Allbound: Stop Fighting Inbound vs Outbound and Wire One Loop
Why the inbound-versus-outbound argument is a data problem, how an allbound motion routes every signal into one queue, and what has to exist before it works.
Strategy
2 articles
Agency, In-House, or a System: The Third Option for B2B Marketing
The agency-versus-in-house debate is missing a column. A framework for deciding, the costs each model hides, and when replacing the process beats staffing it.
The Marketing Readiness Audit: Seven Layers, One Constraint
Audit a B2B marketing operation so the result is one binding constraint and a build order, not a forty-item list: the seven layers in order.
Signals
2 articles
CRM Signal Routing: From Buyer Event to Rep in Under a Minute
Wire buyer signals into the CRM so the right rep sees the right account in time: routing by score instead of round-robin, plus the rules that stop collisions.
First-Party Intent Data: Building Buyer Signals You Own
Why bought intent data disappoints, what first-party intent consists of, how to score it without fooling yourself, and how to turn it into a queue reps work.
Infrastructure
2 articles
RevOps Software Compared: Systems of Record, Views, and What to Consolidate
Compare revenue operations tools by what they hold, not by features: systems of record, views, actors, and where the same data is being paid for twice.
Server-Side Tracking in Germany: First-Party Event Capture Under the DSGVO
How server-side first-party event capture works, what it changes and does not change about DSGVO consent, and how to set it up to be usable and defensible.
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